Fredericks of Hollywood

Frederick's, established in 1946 by Frederick Mellinger, brought European style to American women with flattering lingerie. Not long after, the company's designers introduced the "rising star" - the world's first push up bra - with great success. According to the lore, Freddy got his idea sitting in his barracks ogling his pin-ups back in World War II. It became his dream and his belief that every woman had a floozie inside her somewhere. She just needed some help and encouragement.

When he got home from the war in 1946, he started up his business - "Fredericks of Fifth Avenue." With little success in NY, he moved out to the anything-goes coast, and became the now famous (or infamous) "Fredericks of Hollywood." Frederick's of Hollywood was established to design sexy, beautiful lingerie that emulated European trends in the early 1940's. Mellinger noticed that great lingerie could make women feel beautiful – from the inside out.

More than fifty years later, the company has become the trendsetter in intimate apparel and carries a well-deserved reputation for sexy and playful lingerie that is flattering to women of all sizes. Frederick's success comes in part from creating lingerie that is high quality, comfortable, sexy and a terrific value. "The Rising Star," the world's first push-up bra was launched in the early 1950's to great success. Since then, every lingerie manufacturer in the world has created its own versions of this most popular style. Other trend-setting styles included the front-hook bra, bras with shoulder pads, padded girdles, body-shapers and fashion bustiers.

Frederick's also introduced the thong panty to American women in 1981. Today, Frederick's offers more than 25 styles and sells tens of thousands weekly of the popular "Rio" style – the fastest and largest selling thong around the world. Frederick's recently introduced two unique styles: Water Bra – First sold in 1998, the unique push-up "padding" is filled with a mixture of rosewater and oil. Hollywood Kiss – With its "wishbone" construction and all around wiring, the bra creates a "kissing cleavage." The company, which has more than 200 women's intimate apparel retail stores in about 40 states.

Timeline of the company:

1946	Frederick's of Hollywood Founded
1950's	Frederick's pioneers the push up bra.
1981	Introduction of the thong.
1987	Credit Agreement renegotiated with Senior Lenders
1990	Founder Frederick Mellinger dies.
1997	Company purchased from public shareholders by Knightsbridge Capital for an approximate sum of $70 million.
1998	Successful launch of the Water Bra
2000	Company purchased by Wilshire Capital LLC
2000	Company filed for Chapter 11 in the Southern District of California

Historic footnote:

In 1992, during the riots in South-Central L.A. (following the Rodney King verdict), rioting spread as far west as Hollywood Boulevard. And Frederick's was one of the businesses that was looted.

Thieves stole about $200,000 worth of lingerie (which summons up bizarre images of looters fleeing with arms full of push-up bras and crotchless panties...)

One item stolen from the Hall of Fame was Madonna's purple bustier with gold-tasseled cups (which she wore in the video "Open Your Heart"). Frederick's offered a $1,000 reward for the return of the garment, no questions asked, but it was never returned. So, in December of 1992, Madonna donated the new black bustier, in return for a $10,000 donation from Frederick's to her favorite charity (which provides free mammograms for the poor).

Wonderful and uncommon piece. Cancellation marks are as shown or similar (sample photo). This is a real find!