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L'eggs | With its position well established in department and retail stores in the 1960s, Hanes sensed an opportunity to develop a product that would impact the growing food/drug/mass merchandising arena. Capitalizing on the technical expertise within Hanes Hosiery, the company introduced L'eggs in 1969. The innovative egg packaging captured the imagination of consumers and the product's quality, price and convenience met the needs of active women. The marketing strategy was so successful that L'eggs Products, Inc. became a separate division of Hanes Corporation in 1972, setting the stage for the phenomenal growth by Leggs. In 1970 L’eggs revolutionized the industry by being the first hosiery brand to gain national distribution in food, drug, and mass retail stores. Today, L’eggs is the leading food/drug/mass brand. In what has become L’eggs flagship brand, Sheer Energy debuted in 1973 and quickly became a favorite among hosiery wearers. Another L’eggs line, Silken Mist, has continuously expanded its selection by offering a variety of exceptionally sheer hosiery for the bare-legged look, and specially feminine garments that help women look and feel their best in special occasion wear. These two lines, in addition to Active Support, Body Beautiful Smoothers and Shaping Hosiery, Brown Sugar, Day Sheer, L’eggs Everyday, L’eggs Casual, Reliance, Sheer Comfort, Sheer Elegance, and Sheer Vitality have made L’eggs the #2 most recognized apparel brand, according to Women’s Wear Daily.
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