How a 1950s marketing pivot changed the way the world dresses
Before 1959, women relied on stockings and garter belts to cover their legs. Then, a new invention arrived on store shelves, designed not just as clothing, but as a clever way to advertise a new type of underwear. This single shift transformed fashion forever.
The era of pantyhose began with a specific commercial intent. In 1959, Allen Gant's 'Panti-Legs' appeared on the market as a convenient alternative to traditional stockings and control panties, which had themselves replaced the cumbersome girdle. While the term 'pantyhose' is an Americanism combining 'panties' with sheer nylon hosiery, the garment's rise was inextricably linked to changing hemlines. As skirts rose toward the knee in the 1920s, and later to the much higher miniskirt in the 1960s, the practical need for continuous leg coverage became undeniable.
The technology behind the garment evolved alongside textile science. Following DuPont's invention of nylon in 1938, the 1940s and 1950s saw the use of sheer silk, rayon, and eventually nylon hosiery. By the 1960s, the introduction of spandex (or elastane) made the garments more durable and comfortable. This period also saw significant legal battles over design; for instance, Ernest G. Rice's 1956 patent for a 'Combination Stockings and Panty' led to years of U/S court disputes after being adopted by other manufacturers.
While pantyhose became a wardrobe staple through the 1970s and 1980s—with U.S. sales officially overtaking stockings in 1970—the industry has faced a steady decline since 1995. By 2006, sales in the U.S. had dropped to less than half of their peak. This shift is attributed to the popularity of trousers, changes in workplace dress codes, and the rise of opaque leggings. Despite this, the garment continues to evolve through specialized uses, from 'mantyhose' for men to protective gear for fishermen warding off jellyfish stings.
Source: Pantyhose
