Warner Brothers Corset Company.
In the late 19th century, Dr. Lucien Warner, a prominent physician gave up his practice to begin a new career on the medical lecturing circuit, specializing in women’s health issues. Dr. Warner lectured about the effects of the corset. After seeing how little influence his lectures had on women’s attitudes, he returned to his New York home and began a different approach to fighting the ills caused by the corset. In 1873, he designed a corset that provided both the shape desired by women and the flexibility required to allow some movement and reduce injuries caused by previous designs. The next year, Lucien Warner and his brother Dr. Ira De Ver Warner gave up their medical practices and founded Warner Brothers Corset Manufacturers.
Dr. Warner’s Coraline Health Corsets were made up of two pieces of cloth which were laced or clasped together. These revolutionary undergarments also featured shoulder straps and more flexible boning and lateral bust supports made of Coraline, a product of the fibers of the Mexican Ixtle plant . The success of the Warners’ designs had made the brothers millionaires and in 1894 they retired and turned control of the company over to De Ver’s son, D.H. and the Warner Brothers partnership was changed to a corporation. Warner's business was still doing well under the management of Dr.De Var's son D.H. He even added new corsets, a rust proof corset, a combination corset, and even a hose supporter. In 1913 the company made $7 million in sales and 700,000 in profits. Then in 1913 Warner Brother's bought the patent for the brassier from Mary Phelps Jacobs, and they ended up making $12.6 million by 1920.
The company had its downfall when the Jazz age and Flapper movement came into play. Women stopped caring about shapely figures and forgot about the corset and pantaloons. The new style hit the company hard. Though, they tried to adapt their attempt failed. The Great Depression of the 1930's also took its toll on Warner Brother's Company. Even though the Flapper era was falling out of style the company still had a hard time keeping up, lost over $1 million. D.H Warner hurt the business even more when he was accused of being a womanizer. Then in 1934 he died and left the business to his son-in-law John Feild. With the corset all but extinct by 1930s, the company’s new leadership focused on developing new products.
Dr. Warner’s Coraline Health Corsets were made up of two pieces of cloth which were laced or clasped together. These revolutionary undergarments also featured shoulder straps and more flexible boning and lateral bust supports made of Coraline, a product of the fibers of the Mexican Ixtle plant . The success of the Warners’ designs had made the brothers millionaires and in 1894 they retired and turned control of the company over to De Ver’s son, D.H. and the Warner Brothers partnership was changed to a corporation. Warner's business was still doing well under the management of Dr.De Var's son D.H. He even added new corsets, a rust proof corset, a combination corset, and even a hose supporter. In 1913 the company made $7 million in sales and 700,000 in profits. Then in 1913 Warner Brother's bought the patent for the brassier from Mary Phelps Jacobs, and they ended up making $12.6 million by 1920.
The company had its downfall when the Jazz age and Flapper movement came into play. Women stopped caring about shapely figures and forgot about the corset and pantaloons. The new style hit the company hard. Though, they tried to adapt their attempt failed. The Great Depression of the 1930's also took its toll on Warner Brother's Company. Even though the Flapper era was falling out of style the company still had a hard time keeping up, lost over $1 million. D.H Warner hurt the business even more when he was accused of being a womanizer. Then in 1934 he died and left the business to his son-in-law John Feild. With the corset all but extinct by 1930s, the company’s new leadership focused on developing new products.