1970s - Hosiery Goes 'Fashion' Daaarling!

A new approach was taken towards the sale of hosiery to make it more desirable to the customer. It was decided to present hosiery as a fashion item, sold as an accessory rather than a leg covering.

During the 1970s Aristoc launched ranges of textures and shades, chosen in conjunction with leading fashion houses. The new ranges were looked upon with suspicion by retailers but, having strong fashion appeal, prejudice against the new image began to fade. Aristoc reported record sales figures in 1977 proving that fashion had given hosiery the impetus for which it had been searching.

People power had prevailed!