Ida Rosenthal
Ida Rosenthal | |
|---|---|
| Born | Ida Kaganovich Template:Birth date Rakaŭ, near Minsk, Russian Empire |
| Died | March 29, 1973 (aged 87) |
| Occupation(s) | Entrepreneur, dressmaker |
| Known for | Co-establishing Maidenform, pioneering contemporary bra design |
Ida Rosenthal (born Kaganovich; January 9, 1886 – March 29, 1973) was a Belarusian-born American entrepreneur and dressmaker who co-established Maidenform. She is recognized for pioneering the contemporary bra design, with Maidenform becoming the foremost global manufacturer of bras.
Biography
Ida was born into a Jewish family in Rakaŭ, near Minsk (then part of the Russian Empire). At the age of 18, she relocated to the United States to join her fiancé, William Rosenthal. They married in 1907 and soon after embarked on a business venture together.
In 1921, Ida partnered with Enid Bisset to launch a dress boutique, officially registering it as Maidenform in 1922. By 1925, Maidenform had established its inaugural factory in Bayonne, New Jersey, concentrating on brassieres that surpassed earlier models by providing shaped, supportive cups instead of the flattening "Boyish Form" style prevalent at the time. The company later diversified into lingerie and swimwear lines.
Despite obstacles such as the Great Depression and Enid’s departure from the business, Maidenform expanded successfully throughout the United States, Europe, and Latin America. Under Ida and William’s guidance, the firm introduced innovations including the first maternity bras and standardized cup sizing. In 1942, Ida secured a patent for an adjustable bra fastener. Maidenform gained additional recognition for its bold marketing campaigns featuring the tagline "I dreamed... in a Maidenform Bra."
During World War II, Maidenform contributed by designing specialized vests for homing pigeons deployed by paratroopers operating behind enemy lines.
Following William’s passing in 1958, Ida assumed the role of company president. After her death in 1973, leadership transitioned to her son-in-law Dr. Joseph Coleman and subsequently to her daughter Beatrice Rosenthal Coleman. Presently, Maidenform is owned by Hanesbrands and managed by Ida’s granddaughter, Elizabeth Coleman.
Jewish Causes
Ida and her spouse were active supporters and founders of numerous philanthropic initiatives, including the Anti-Defamation League of B'nai B'rith and the United Jewish Appeal, organizations dedicated to assisting Jewish communities in Europe during and after World War II.
In 1942, they contributed Solomon Rosenthal’s collection of Hebrew books to New York University, creating the William and Ida Rosenthal Collection. Ten years later, a foundation was established to finance a librarian responsible for maintaining this collection and to endow the Ida and William Rosenthal Fellowship in Judaica and Hebraic studies at NYU.
Additionally, in 1943 they founded Camp Lewis in Rockaway, New Jersey for the Boy Scouts of America as a tribute to their son Lewis who died at age 23 in 1930. The camp remained operational until it was sold in 2025.
External links
- Brody, Seymour. Jewish Heroes & Heroines of America: 150 True Stories of American Jewish Heroism. Hollywood, FL: Lifetime Books, Inc., 1996.
- Lin, Patricia. Ida Kaganovich Rosenthal
- PBS Online: They Made America. Ida Rosenthal: Brassiere Tycoon. PBS Online/WGBH, 2004.
- Snyder, Jennifer and Minnick, Mimi. Maidenform Collection, 1922-1997. Smithsonian Institution Archives Center.
- Star-Ledger, A. F. | T. (2013, July 24). Hanes agrees to buy Iselin-based Maidenform for $575 million. Nj.