Buzz
In 1968, Robert Elberson, the newly appointed president of Hanes Hosiery Mill Co., noticed a troubling trend. Women were increasingly opting for inexpensive pantyhose from grocery stores due to convenience. Since grocery shopping happened frequently, while department store visits were rare, women preferred buying hosiery during their routine errands. Elberson realized Hanes needed to adapt to this shift in consumer behavior.
Hanes had to break into the supermarket market and differentiate itself from over 600 competitors. Elberson sought a bold packaging solution to replace the dull cardboard boxes. The result was L’eggs, a groundbreaking design that transformed the hosiery industry and dominated grocery store aisles. This innovative approach turned pantyhose packaging into a retail masterpiece.
The 20th century saw dramatic changes in women's undergarments. Nylon stockings, debuted at the 1939 New York World's Fair, offered a durable and attractive alternative to fragile silk. During World War II, when nylon was diverted for military use, women improvised by drawing seams on their legs. The return of nylon stockings post-war sparked widespread excitement and demand.
By 1959, the introduction of single-piece pantyhose rendered garters nearly obsolete. With low production and distribution costs, countless manufacturers flooded the market. However, unlike other consumer goods, the pantyhose industry lacked dominant brands like Coke or Pepsi. Consumers showed no loyalty, viewing all pantyhose as essentially the same.
Women increasingly favored purchasing pantyhose outside traditional department stores. This trend grew as miniskirts and slim fashion styles made hosiery a necessity, driving sales upward. Elberson observed that women valued the convenience of adding pantyhose to their grocery carts alongside everyday items, even if the quality was subpar. Hanes, previously reliant on department stores, realized it was time to adapt.
In 1968, Elberson and David E. Harrold, Hanes’ planning manager, tasked their team with creating a product that would stand out in supermarket aisles. To avoid backlash from department store buyers, they named the project “V-1” and conducted it secretly in the basement of the Hanes plant in Weeks, North Carolina. They collaborated with Roger Ferriter, a graphic designer from Dancer-Fitzgerald-Sample, to reimagine the outdated packaging of hose stretched over cardboard and wrapped in plastic.
Ferriter’s breakthrough idea struck him just before his presentation to Hanes. Crumpling pantyhose in his hand, he realized they could fit inside an eggshell—a symbol of freshness and new beginnings. He named the concept “L’eggs,” instantly winning the approval of Hanes executives.
Fred Howard, another designer, created the ideal companion to the egg-shaped packaging: a rotating display exclusively for L’eggs, preventing stores from mixing in competing brands. Hanes also bypassed wholesalers, selling directly to stores on consignment and employing sales representatives to manage the displays.
In 1971, L’eggs introduced its one-size-fits-all egg-shaped packaging. Hanes understood women’s desire to buy pantyhose in grocery stores, but the question remained: how would they react to an egg?
Within months, L’eggs became the leading hosiery brand. Shoppers were drawn to the unique packaging, the product’s durability, and the convenience of replacing torn stockings without visiting a clothing store. In 1972 alone, Hanes generated $120 million in L’eggs sales. By 1976, they captured 27 percent of the grocery store pantyhose market, nearly double their closest competitor.
Similar to Quaker Oats cans and egg cartons, L’eggs containers became a household staple. People repurposed them as holiday decorations, party favors, or planters. Hanes capitalized on this by releasing seasonal versions in various colors and even publishing a craft book, which sold 23,000 copies in its first month.
Although L’eggs was seen as a practical purchase, the rise of environmental awareness in the 1980s led to criticism of its plastic packaging. Additionally, the empty space inside the egg increased shipping costs. In 1992, Hanes introduced a recyclable cardboard package with an egg-shaped top to address these concerns.
While the original L’eggs packaging occasionally resurfaces for anniversaries and promotions, it has mostly been phased out due to environmental concerns. Nevertheless, its iconic design earned a place in the Museum of Modern Art, cementing its status as a retail design landmark.
