Interview with Lingerie Brand Hanky Panky's Designers

Nearly thirty-four years ago, US lingerie brand Hanky Panky was born after Gale Epstein (pictured right) handmade a bikini set from cotton hankerchiefs for her friend Lida Orzeck’s (pictured left) birthday and a short while later, the pair launched the brand Hanky Panky. Ten years into the business, designer Gale created the original thong, revolutionising the intimate apparel industry. So how will the brand be celebrating the anniversary of the invention of ‘the most comfortable thing in the world’?

We find out about the designers behind Hanky Panky…

LB: How did it all begin 25 years ago - talk us through how the company started and why?
 
It all began 34 years ago when Gale created a bra and bikini set out of hand embroidered cotton handkerchiefs for her friend, Lida, for her birthday.  The friends were so excited about the new concept in lingerie that Gale made a sample collection of 4 styles for Lida to show to buyers.

LB: How has the brand changed through the years? 
 
Hanky Panky is a design-driven company.  Gale has introduced new concepts that changed the landscape of the industry during this time.  After the embroidered hanky phenomenon, her next brainstorm was the shoulder padded undershirt of the 80s, followed by the lingerie-inspired sportswear tops that  became known as ‘innerwear as outerwear’. 
 
Then, 25 years ago, Gale designed the ‘world’s most comfortable thong’ and revolutionized intimate apparel with this inspired creation.  It filled a need many women did not even realize they had - for a pretty, sexy and comfortable thong that eliminated the visible panty line.
 
In 34 years, the brand’s line has grown from the original four woven cotton styles to an extensive collection of fabrics and styles including a wide range of panties, soft bras, camisoles, chemises, sleepwear and accessories. 
One significant way the brand has not changed is in our commitment to produce locally in the U.S.A.

LB: How has the lingerie industry as a whole changed and where do you see it going in the next 25 years?
 
When we began 34 years ago, the industry was a black, white and beige nylon tricot world.  As technology advanced, softer laces became available for more comfortable undergarments. Spandex and Lycra stretch fibre was more universally used in fabrics to offer more flexible fit. Colours in intimate apparel now reflect ready to wear.

LB: What have been the best moments and the highlights?
 
From the beginning, the fashion media were attracted to our line and covered us extensively on an editorial basis.  Our customers have always buzzed about our products, so much so that eventually the Wall Street Journal was moved to tell our story on the front page!
 
LB: Tell us about your key successes of the last 25 years?
 
One of the biggest successes in our history was Gale’s creation of special packaging for the thong.  This simple, rolled concept enabled this product to be marketed very efficiently in small containers at point of purchase.  A wider range of stores - besides lingerie - grasped the opportunity to sell this very popular item, greatly enhancing our sales and distribution.

LB: Where do you expect the brand and its designs to go in the next 25 years?
 
We have already begun to expand considerably through licensing arrangements for our current product line.  We are marketing U.S. collegiate merchandise as well as Hello Kitty in the U.S.

LB: What are you doing to celebrate 25 years of the original thong?
 
1. A capsule collection with renowned NY designer, Anna Sui.  A portion of the proceeds will be donated to Council of Fashion Designers and Fashion Targets Breast Cancer.
2. A Do-It-Yourself kit for women to design their own ‘original’ thong.
3. A contest for customers to design thongs in three categories: Best Use of Color; Best Use of Recycled Materials; Gale and Lida’s Favorite.  (Winners took home $1000 plus other prizes)
4. Exclusive 25 thongs Collector’s Kit.
5. Silver Anniversary Metallic Lace Collection

LB: Describe the latest collection (SS12) - design, new features, anything exciting, marketing, exclusives etc - and how it will celebrate the anniversary?
 
A bright neon palette. Wide selection of printed lace including stripes, gingham, florals and skulls!  An expanded bridal collection and the introduction floral lace waistband with Hanky Panky logo engineered into it, which we're calling Logo-To-Go - this is combined with supple, soft modal knit.