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twitchery, Flickr // CC BY 2.0
twitchery, Flickr // CC BY 2.0

Cracking the History of L'eggs Pantyhose

twitchery, Flickr // CC BY 2.0
twitchery, Flickr // CC BY 2.0

It was Robert Elberson’s job to take stock of a woman’s legs, and what he saw didn’t please him. It was 1968, and the recently-appointed president of Hanes Hosiery Mill Co. observed a growing number of pantyhose customers were grabbing cheap stockings at grocery stores for the sake of convenience. While a woman might shop for food multiple times a week, she would likely only head to a department store once every month or two. Rather than wait, she would purchase undergarments when it was most convenient.

The message was clear: Hanes needed to get its product into supermarkets. They would also have to stand out from the 600-plus other manufacturers who were producing pantyhose. Elberson needed a radical departure from the mundane cardboard packages. What his advertising firm came up with ended up revolutionizing the undergarment industry, and made the grocery store aisle practically competition-proof. It was called L’eggs, and it became a piece of retail art.

Ladies' undergarments experienced several radical paradigm shifts in the 20th century. Man-made nylon stockings, introduced at the 1939 New York World's Fair, provided an alternative to silk, which was pleasing to the eye and soft to the touch but tended to run and snag. When nylon was co-opted for the war effort, women drew “seams” on their legs to replicate the look and then practically rioted when stockings were once again made available.

In 1959, single-piece pantyhose made the labor of garters largely a thing of the past. Cheap to make and distribute, hundreds of companies glutted the market with product. But unlike other major consumer categories, there was no Coke or Pepsi—or even an RC Cola—of the pantyhose world; consumers had no brand loyalty. Pantyhose were pantyhose.

What women did prefer was buying them outside of department stores. This became even more apparent as the miniskirt and other slender fashion offerings made hem lines undesirable, and sales of hosiery climbed. Women, Elberson noted, embraced the convenience of tossing a pair of pantyhose in their cart along with bread and milk, even if the quality was poor. Hanes had been sticking with department stores. It was time for a change.

In 1968, Elberson and Hanes planning manager (and future executive vice president) David E. Harrold instructed their employees to begin work on designing a product that would capture a woman’s attention in the supermarket aisles. Because they feared department store buyers would revolt, they codenamed the project “V-1” and relegated it to the basement of the Hanes plant in Weeks, North Carolina. They enlisted graphic designer Roger Ferriter, of the ad firm Dancer-Fitzgerald-Sample, to revitalize the clichéd packaging common at the time: hose stretched over a piece of cardboard and inserted into a plastic sleeve.

Ferriter’s idea came to him the morning he was scheduled to make his presentation to Hanes. Crumpling the pantyhose in his hand, he realized it could fit inside an eggshell—and eggs, in Ferriter’s mind, were representative of something new, fresh, and natural. He gave it the name “L’eggs” and won over the Hanes executives in an instant.

Another designer, Fred Howard, developed the perfect complement to the egg-shaped package—a revolving display that housed the L’eggs shells and nothing else, so stores would be unable to stuff competing pantyhose in the rack. Hanes also eliminated wholesalers; they sold stores the product on consignment and hired sales reps to maintain the displays.

The one-size-fits-all L’eggs eggs made their debut in 1971. Hanes knew women wanted pantyhose in grocery stores. But how would they respond to an egg?

Within months, L’eggs was the top-selling brand in the hosiery market. Consumers were captivated by the package, the fact that the product largely held up over time, and the idea that they no longer had to feel obligated to run to a clothing or apparel store in order to replace a torn pair of stockings. Hanes recorded $120 million in L’eggs sales in 1972 alone. By 1976, they had taken 27 percent of the entire grocery store pantyhose business, virtually double that of their nearest competitor.

Like the Quaker Oats can and actual egg cartons, the L’eggs containers proved to be an enduring presence in the household. Some people used them as holiday decorations, party favors, or planters; Hanes had tremendous marketing success tweaking them in different colors for holiday promotions. They even released a book offering dozens of craft ideas. It sold 23,000 copies in its first month of release.

Despite the fact that L’eggs appeared to be a utilitarian product purchase, the growing eco-consciousness of consumers in the 1980s began to reject the idea that Hanes’s plastic design was good for the environment. From the perspective of Hanes, it was also a shipping hassle: the “dead space” in the egg not taken up by the rumpled pantyhose added to delivery costs. In 1992, the company unveiled a new, recyclable cardboard package with an ovoid top resembling an egg.

While the original L’eggs package reappears periodically for anniversaries and promotional duties, the design has largely been rendered obsolete by waste concerns. As a monument to retail design, however, it was once stocked in some of the most valuable shelf space in the world: the Museum of Modern Art.

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Thin Ice: The Bizarre Boxing Career of Tonya Harding
Al Bello/Getty Images
Al Bello/Getty Images

In 2004, the Chicago Tribune asked Tonya Harding about the strangest business offer she had received after her skating career came to an abrupt end in the mid-1990s. “I guess to skate topless,” she answered. In 1994, the two-time former Olympian became infamous for her ex-husband’s attempt to break the leg of rival Nancy Kerrigan. Although Harding denied any knowledge of or involvement in the plan—which ended with Kerrigan suffering a bruised leg and Harding being banned from the U.S. Figure Skating organization, ending her competitive pursuits—she became a running punchline in the media for her attempts to exploit that notoriety. There was a sex tape (which her equally disgraced former husband, Jeff Gillooly, taped on their wedding night), offers to wrestle professionally, attempts to launch careers in both music and acting, and other means of paying bills.

Though she did not accept the offer to perform semi-nude, she did embark on a new career that many observers found just as lurid and sensational: For a two-year period, Tonya Harding was a professional boxer.

Tonya Harding rises from the canvas during a boxing match
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Following the attack on Kerrigan and the subsequent police investigation, Harding pled guilty to conspiracy to hinder prosecution, received three years’ probation, and was levied a $160,000 fine. (Gillooly and his conspirators served time.) Ostracized from skating and with limited opportunities, Harding first tried to enter the music scene with her band, the Golden Blades.

When that didn’t work—they were booed off stage in Portland, Oregon, Harding’s hometown—she disappeared from the public eye, offering skating lessons in Oregon before resurfacing on a March 2002 Fox network broadcast titled Celebrity Boxing. Using heavily padded gloves and outsized headgear, performers like Vanilla Ice and Todd Bridges pummeled one another on the undercard. In the main event, Harding used her physicality to batter and bruise Paula Jones, the woman who had accused then-president Bill Clinton of sexual harassment.

This was apparently the boost of confidence Harding needed. “I thought it was fun knocking somebody else on their butt,” she told the Tribune. Boxing, she said, could be an opportunity to embrace her self-appointed title as “America’s Bad Girl.”

Harding looked up a boxing promoter in Portland named Paul Brown and signed a four-year contract that would pay her between $10,000 and $15,000 per bout. The 5-foot, 1-inch Harding quickly grew in stature, moving to 123 pounds from her 105-pound skating weight. Following her win against Jones, Brown booked her a fight against up-and-coming boxer Samantha Browning in a four-round bout in Los Angeles in February 2003. The fight was said to be sloppy, with both women displaying their limited experience. Ultimately, Browning won a split decision.

Harding rebounded that spring, winning three fights in a row. Against Emily Gosa in Lincoln City, Oregon, she was roundly booed upon entering the arena. “The entire fight barely rose above the level of a drunken street brawl,” The Independent reported.

Of course, few spectators were there to see Harding put on a boxing clinic. They wanted to watch a vilified sports figure suffer some kind of public retribution for her role in the attack on Kerrigan. Following her brief winning streak, Harding was pummeled by Melissa Yanas in August 2003, losing barely a minute into the first round of a fight that took place in the parking lot of a Dallas strip club. In June 2004, she was stopped a second time against 22-year-old nursing student Amy Johnson; the Edmonton, Alberta, crowd cheered as Harding was left bloodied. Harding later told the press that Johnson, a native Canuck, had been given 26 seconds to get up after Harding knocked her down when the rules mandated only 10, which she saw as a display of national favoritism.

Harding had good reason to be upset. The Johnson fight was pivotal, as a win could have meant a fight on pay-per-view against Serbian-born boxer Jelena Mrdjenovich for a $600,000 purse. That bout never materialized.

Tonya Harding signs head shots on a table
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There was more than just lack of experience working against Harding in her newfound career. Having been a longtime smoker, she suffered from asthma. The condition plagued her skating career; in boxing, where lapses in cardiovascular conditioning can get you hurt, it became a serious problem. Although Harding competed again—this time emerging victorious in a fight against pro wrestler Brittany Drake in an exhibition bout in Essington, Pennsylvania, in January 2005—it would end up being her last contest. Suffering from pneumonia and struggling with weight gain caused by corticosteroids prescribed for treatment, she halted her training.

In an epilogue fit for Harding’s frequently bizarre escapades, there was remote potential for one last bout. In 2011, dot-com entrepreneur Alki David offered Harding $100,000 to step back into the ring, with another $100,000 going to her proposed opponent. Had it happened, it probably would have gone down as one of the biggest sideshows of the past century. Unfortunately for Harding, Nancy Kerrigan never responded to the offer.

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Pop Culture
10 Adorable Facts About Cabbage Patch Kids
Gareth Cattermole/Getty Images
Gareth Cattermole/Getty Images

Although there have been other toy crazes throughout the 20th century, none have inspired the frenzy that met the 1983 debut of the Cabbage Patch Kids. Mass-produced yet all slightly unique—each was computer-sorted to have a distinctive combination of hair, freckles, and expressions—the dolls were in such high demand that shoppers risked bodily injury to try and grab one: In 1983, a Wall Street Journal editorial asserted that more Americans were worried about obtaining a Kid than the possibility of nuclear annihilation at the height of the Cold War. Check out 10 facts behind this dimpled phenomenon.

1. THEY WERE ORIGINALLY CALLED “LITTLE PEOPLE.”

When Appalachian artist Xavier Roberts began handcrafting a line of soft-sculpture babies in Georgia in 1977, he referred to them as Little People and created an elaborate marketing plan around their distribution. Gift shops and other retailers would never “sell” the creations—instead, they were to be “adopted.” Roberts also corrected anyone who referred to them as “dolls,” preferring to call them “babies” or “kids.” The fantasy worked, and Roberts sold well over 200,000 of his Little People before signing a deal to mass-produce them in partnership with toymaker Coleco in 1982. Under the direction of advertising agent Roger Schlaifer, they were rebranded as Cabbage Patch Kids after the stock explanation parents sometimes use to describe reproduction—that kids come from “the cabbage patch.”

2. PEOPLE GOT TRAMPLED TRYING TO BUY THEM.

It’s hard to pinpoint the exact appeal of the Cabbage Patch Kids, which were perceived by some as homely. Some psychologists interviewed at the time believed that the adoption fantasy appealed to children who were looking to be caregivers themselves, while others pointed to the idea that parents could “prove” their worth by securing a Kid for their offspring. Whatever the case, the 1983 holiday shopping season drove consumers into a frenzy. Stores receiving small quantities of the Kids saw shoppers stampede into stores, suffering broken bones, being trampled, and even attempting to bribe employees into reserving them before they hit the sales floor. One manager resorted to wielding a baseball bat as a form of crowd control.

3. XAVIER ROBERTS MADE ONE KID CHAIRMAN OF THE BOARD.

As president of Original Appalachian Artworks (OAA), the company incorporated to produce the dolls in 1978, the colorful Roberts enjoyed perpetuating the fantasy of the Kids as actual personalities. One of his earlier creations, Otis Lee, was named Chairman of the Board and frequently traveled with Roberts, rarely leaving his side.

4. ONE DESPERATE PARENT FLEW TO LONDON TO GRAB A KID.

A vintage photo of a child receiving a Cabbage Patch Kid
Dennis Harper, Flickr // CC BY-ND 2.0

Frustrated with the lack of supply in North America, a Kansas City mailman named Ed Pennington flew to London during the 1983 season in order to pick up a Kid for his daughter, Leana. (In England, demand wasn’t quite as strong and few had to risk bodily injury to secure one.) Pennington bought five of the Kids and gave four of them away to charity.

5. COLECO HAD TO PULL ITS ADVERTISING.

With demand for the Kids prompting violence, Coleco was chastised by consumer advocates for a form of “false advertising,” running television commercials that attracted consumers when they knew they would be unable to produce enough supply. James Picken, the consumer affairs commissioner in Nassau County, New York, complained the ads amounted to “harassing small children.” The company soon backed off on their ad campaign, pulling TV spots. It was hardly a problem, though: The furor over the Kids brought them headlines—and free advertising—virtually around the clock.

6. ADOPTION GROUPS WEREN’T BIG FANS.

A child examines two Cabbage Patch Kid toys
alamosbasement, Flickr // CC BY 2.0

The marketing for the Kids, which involved an “oath” to treat them with care along with a birth certificate and adoption papers, spoke to adolescent consumers but didn’t find support in the actual adoption community. Feeling the toy trivialized actual adoptive parents and their kids, adoption groups spoke out against the idea, fearing it would prompt children to believe people could be “bought.”

7. THERE WAS AN EASY WAY TO SMELL A FAKE.

With any consumer product sensation comes a parade of counterfeit merchandise, and the Kids were no exception. Consumer advocate groups pointed out that bogus Cabbage Patch items possessed an oily smell due to the industrial rags they had been stuffed with. Thought to be highly flammable, consumers were told to avoid Kids that reeked of kerosene.  

8. THEY SUED THE GARBAGE PAIL KIDS.

A Cabbage Patch Kid sits on top of a dumpster
Al Pavangkanan, Flickr // CC BY 2.0

Roberts and OAA didn’t find a lot to laugh about when Topps released their line of Garbage Pail Kids trading cards in 1985. Featuring the same rounded heads and cute expressions as the Cabbage Patch Kids, OAA charged that the booger-infested cards were infringing on their copyright. After a court battle, Topps agreed to alter the design of their cards.

9. ONE MODEL HAD TO BE RECALLED FOR EATING THEIR OWNERS' HAIR.

Cabbage Patch mania was on full display through 1984, when Coleco sold 20 million of the toys before demand finally began to wane. In an effort to bolster sales later in the decade, new Cabbage Patch licensee Mattel released Snack Time Kids, which were intended to gobble up fake French fries. Instead, the mechanism could bite down on their owner’s long hair and automatically begin chewing. After complaints—and one 911 call for a child in Connecticut unable to free herself from the Kid’s maw—Mattel offered refunds and withdrew the toy from stores.

10. THEY INSPIRED A MORBID URBAN LEGEND.

A set of Cabbage Patch Kids wearing hats
lisaclarke, Flickr // CC BY-ND 2.0

Cabbage Patch Kids that had suffered indignities like dog maulings, sibling amputations, or other misadventures could potentially be repaired by doll hospitals. But one morbid rumor sprang up in newspapers: if your Kid was beyond repair, Coleco would issue the toy a death certificate.  

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