Holeproof Hosiery

Holeproof Hosiery began in Milwaukee, Wisconsin, in 1901 as a textile business focused on hosiery and related intimate apparel. Its product portfolio included men's and women's hosiery, underwear, lingerie, and men's pajamas. The company built its growth largely through retained earnings and substantial advertising expenditure. More than $500,000 was reportedly spent on advertising after the business was founded, an unusually important investment in consumer recognition that helped establish Holeproof as a widely known brand. Edward Freshl was the company's first president. The business expanded during the 1910s and 1920s. Reported sales increased from $2.037 million in 1916 to $9.220 million in 1925. Its growth took place in a competitive hosiery industry in which patents, construction techniques, materials, and brand promotion were closely connected. In October 1928, Gotham Hosiery sued Holeproof for alleged infringement of patents related to pointed-heel hosiery. Gotham had obtained control of the Pointex patents through its earlier purchase of Onyx Hosiery. The available account records the filing and the underlying patent dispute but does not establish its disposition. Holeproof later adopted nylon, beginning production in January 1940. Initial nylon output used eight of the company's 230 machines. The yarn was described as a Du Pont synthetic made from derivatives of coal and iron. Nylon production marked the company's participation in the industry's shift from traditional hosiery fibers toward manufactured materials, especially in women's stockings and related products. The company continued to operate as a substantial textile manufacturer in the postwar period. Net sales were reported at $24.435 million in 1954. In August 1955, Julius Kayser & Company acquired Holeproof Hosiery for $13 million. Kayser already manufactured ladies' gloves, lingerie, and hosiery, so the transaction brought Holeproof into a larger intimate-apparel group. Holeproof's fixed assets were absorbed by Kayser during a five-year process that ended on June 30, 1960. In December 1956, Holeproof reduced prices on nylon hosiery by up to 15 percent as a competitive response. The brand's history extended beyond the United States through licensing. In the late 1920s, Staley & Staley Ltd began manufacturing women's hosiery in Australia under licence from the Milwaukee company. The Australian company became public in 1929 and opened the first Holeproof mill at Brunswick, Victoria, in 1930. It was described as the first manufacturer to produce and market Australian-made self-supporting socks. During the 1930s, its marketing helped make hosiery a fashion accessory in Australia, broadening the category's appeal beyond functional clothing. Pacific Dunlop acquired the Australian Holeproof business in 1969. When Pacific Brands was later formed as Pacific Dunlop's consumer-goods section, Holeproof became part of that portfolio. Hanes Australasia acquired Pacific Brands in 2016 and became the subsequent Australian owner of the brand. The available sources do not clarify the current status of the original United States business, the extent of present-day retail activity, or whether the Australian and historical American operations are managed as a single global brand.

• 2016

  Hanes Australasia acquired Pacific Brands

  [1]Holeproof Hosieryen.wikipedia.org

  The transaction transferred ownership of the Australian Holeproof brand to Hanes Australasia.

• 1969

  Australian business acquired by Pacific Dunlop

  [1]Holeproof Hosieryen.wikipedia.org

  Pacific Dunlop acquired the Australian Holeproof business.

• 1960

  Asset integration completed

  [1]Holeproof Hosieryen.wikipedia.org

  The absorption of Holeproof's fixed assets into Julius Kayser was completed on June 30.

• 1955

  Acquisition by Julius Kayser

  [1]Holeproof Hosieryen.wikipedia.org

  Julius Kayser & Company acquired Holeproof Hosiery for $13 million.

• 1954

  Reported net sales reached $24.435 million

  [1]Holeproof Hosieryen.wikipedia.org

  The company's reported net sales reflected its postwar scale before its acquisition by Julius Kayser.

• 1940

  Nylon hosiery production started

  [1]Holeproof Hosieryen.wikipedia.org

  Holeproof began producing nylon hosiery on a limited portion of its machinery.

• 1930

  First Australian Holeproof mill opened

  [1]Holeproof Hosieryen.wikipedia.org

  The licensed Australian business opened a mill at Brunswick, Victoria.

• 1929

  Australian licensee became public

  [1]Holeproof Hosieryen.wikipedia.org

  Staley & Staley Ltd, which manufactured Holeproof hosiery under licence, became a public company in Australia.

• 1928

  Patent litigation began

  [1]Holeproof Hosieryen.wikipedia.org

  Gotham Hosiery sued Holeproof over alleged infringement involving pointed-heel hosiery patents.

• 1925

  Reported sales reached $9.220 million

  [1]Holeproof Hosieryen.wikipedia.org

  Reported sales had more than quadrupled from the 1916 level.

• 1916

  Reported sales reached $2.037 million

  [1]Holeproof Hosieryen.wikipedia.org

  The company entered a period of strong sales growth that continued through the 1920s.

• 1901

  Holeproof Hosiery founded in Milwaukee

  [1]Holeproof Hosieryen.wikipedia.org

  A Milwaukee, Wisconsin textile company was established and began building a hosiery and intimate-apparel business.

Historically positioned as a widely advertised, technically progressive hosiery and intimate-apparel brand emphasizing durability, broad consumer recognition, synthetic-fiber innovation, and fashion relevance.

• Hosiery · 1901

  Women's hosiery

  Women's hosiery was a core Holeproof product category in the United States and the Australian licensed business. The brand's historical range included conventional stockings and later nylon hosiery. In Australia, Holeproof also became associated with self-supporting socks and with marketing hosiery as a fashionable accessory during the 1930s.

• Hosiery · 1940

  Nylon hosiery

  Holeproof began making nylon hosiery in January 1940, initially using eight of its 230 machines. The product used synthetic yarn associated with Du Pont and represented the company's adoption of a major new material in the hosiery industry.

• Hosiery · 1901

  Men's hosiery

  Men's hosiery formed part of the company's original and continuing product portfolio. The available references identify the category but do not provide detailed information about specific constructions, sub-brands, or current availability.

• Socks · 1930

  Self-supporting socks

  The Australian licensed operation produced and marketed Australian-made self-supporting socks from its Brunswick mill. The product was presented as an important local manufacturing achievement and contributed to the brand's fashion-oriented positioning in the 1930s.

• Intimate apparel · 1901

  Underwear and lingerie

  Holeproof's broader range included underwear and lingerie alongside hosiery. These categories placed the company within the wider intimate-apparel sector and complemented its stocking and sock products.

• Sleepwear · 1901

  Men's pajamas

  Men's pajamas were included among the products attributed to Holeproof Hosiery. The available material does not identify specific designs, materials, or distribution arrangements for this line.

• 1930Hosiery as a fashion accessory

  Australia

  The Australian licensed business promoted Holeproof hosiery as a desirable fashion accessory rather than only a functional garment.

  Outcome. The campaign helped reshape the Australian market's perception of hosiery during the 1930s.

  Source
• 1901Large-scale Holeproof advertising

  United States · International

  Holeproof invested more than $500,000 in advertising after its establishment. The spending helped turn the company name into a widely recognized consumer brand.

  Outcome. The brand achieved broad recognition, reportedly extending beyond the United States.

  Source

• 1969

  Acquire the Australian Holeproof businessM&A

  Background

  The licensed Australian Holeproof operation had developed into a local hosiery manufacturing and marketing business.

  Action taken

  Pacific Dunlop acquired the Australian Holeproof business.

  Aftermath

  The brand later became part of Pacific Brands and was ultimately transferred to Hanes Australasia in 2016.

  Source

• 1956

  Reduce nylon hosiery pricesPrice change

  Background

  Holeproof used pricing as a competitive response in the nylon hosiery market after its acquisition by Julius Kayser.

  Action taken

  In December, it reduced nylon hosiery prices by as much as 15 percent.

  Aftermath

  The available source does not report the resulting change in volume, market share, or profitability.

  Source

• 1955

  Sell the company to Julius KayserM&A

  Background

  Julius Kayser already operated in ladies' gloves, lingerie, and hosiery, creating a sector fit with Holeproof's business.

  Action taken

  Julius Kayser & Company acquired Holeproof Hosiery for $13 million.

  Aftermath

  Holeproof's fixed assets were incorporated into Kayser over a period ending June 30, 1960.

  Acquisition price. $13 million (August 1955)

  Source

• 1940

  Begin nylon hosiery manufacturingProduct launch

  Background

  Synthetic fibers were becoming strategically important in hosiery, and Du Pont-associated nylon provided a new material for stockings and related products.

  Action taken

  Holeproof started nylon hosiery production in January, initially assigning eight of its 230 machines to the product.

  Aftermath

  The move established Holeproof as an adopter of synthetic-yarn technology, although the available source does not quantify the product's subsequent sales.

  Source

1. 1Holeproof Hosieryen.wikipedia.org