Brand: Wonderbra

Wonderbra, a globally iconic lingerie brand known for its innovative designs and emphasis on enhancing natural beauty, has a rich history rooted in Canada. The brand was originally created in 1939 by the Canadian Lady Corset Company, based in Montreal, Quebec, but it gained international fame in the 1960s with the introduction of the “push-up” bra, a revolutionary design that redefined lingerie fashion. The Canadian Lady Corset Company, later renamed Canadelle, continued to innovate, and in 1968, they launched the Wonderbra name in North America, quickly becoming synonymous with confidence, comfort, and style. The brand’s breakthrough moment came in 1994 with the launch of the “Hello Boys” advertising campaign, featuring supermodel Eva Herzigová, which catapulted Wonderbra into the global spotlight and cemented its status as a cultural phenomenon.

Wonderbra’s success is deeply tied to its Canadian heritage, with its early designs and marketing strategies reflecting a blend of practicality and boldness. The brand’s commitment to combining fashion with functionality has made it a favorite among women worldwide, offering a range of styles that cater to diverse body types and preferences. In 1991, Wonderbra was acquired by the Sara Lee Corporation, and later became part of HanesBrands in 2006, but its Canadian roots remain a key part of its identity. Today, Wonderbra continues to innovate, introducing new technologies and designs that empower women while staying true to its legacy of confidence and sophistication. As a proudly Canadian brand, Wonderbra has left an indelible mark on the lingerie industry, celebrating the beauty and strength of women everywhere.

Founded: Canada
Owned: United States (HanesBrands)
Manufactured: Varies

“Wonderbra is currently manufactured by HanesBrands Inc., which acquired the Canadian company Canadelle in 1979. Although Canadelle was originally based in Montreal, Canada, and played a significant role in developing the Wonderbra brand, HanesBrands has centralized some operations. Today, HanesBrands maintains a sales office and distribution center in Montreal, but the manufacturing of Wonderbra products is not exclusively tied to Montreal anymore 1.

Historically, Wonderbra was also manufactured in the UK by Gossard, a subsidiary of Courtaulds Textiles, under a license agreement from Canadelle. This arrangement lasted until the early 1990s when the license was retrieved by Sara Lee Corporation and transferred to Playtex. Additionally, there was a thriving underwear manufacturing industry in South Wales, where Wonderbras were once produced until the 1990s.

Currently, the exact manufacturing locations for Wonderbra products are not specified, but HanesBrands operates globally with facilities in various countries.”