They rebelled against the flat-chested designs of the time and instead produced both dresses and support undergarments, particularly bras that accentuated the natural shape of a woman's figure, hence the name Maidenform.

Maidenform converted factories during World War II in order to produce pigeon bras and parachutes.

Harry Trenner was, at that time, working for the William Weintrob Advertising Agency in New York City, and Maidenform was one of his accounts.

They both would tell the story that they were sitting around the kitchen table after dinner in their home in the Wykagyl Park section of New Rochelle, New York.

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