1970s Hosiery History

The 1970s solidified pantyhose as the dominant hosiery choice, while fashion brought new challenges with pants and natural looks. By decade's end, disco brought glamour back to legs.

Pantyhose Dominance

Industry Statistics

• Pantyhose = 95% of hosiery market
• Stockings relegated to lingerie/specialty
• L'eggs became largest brand
• Supermarket sales standard

Mass Market Era

• Pantyhose became commodity item
• Low prices, high volume
• Self-service purchasing
• Multiple pairs owned by every woman

Fashion Challenges

Pants Revolution

The 1970s saw women wearing pants more than ever:

• Workplace pants accepted
• Bell bottoms fashion staple
• Jumpsuits popular
• Less need for visible hosiery

The Natural Look

• Bare legs became more acceptable
• Tanned skin fashionable
• "Natural" aesthetic valued
• Hippie influence continued

Sheer-to-Waist

The Hot Pants Problem

Hot pants (very short shorts) created new needs:

• Control top too visible
• Sheer-to-waist developed
• All-sheer pantyhose popular
• Seamless look head to toe

Control Top Development

Technology Advances

• Better shaping technology
• More comfortable materials
• Various support levels
• Became standard option

Body Shaping

• Tummy control popular
• Hip smoothing
• Thigh shaping
• All-in-one solutions

Disco Era (Late 1970s)

Glamour Returns

• Shiny fabrics fashionable
• Legs on display again
• Short dresses for dancing
• Hosiery becomes glamorous again

Disco Style

• Shimmery pantyhose
• Glitter and metallic options
• Sheer and sexy looks
• Platform shoes highlight legs

Support Hosiery

Medical/Fashion Crossover

• Compression hosiery development
• "Support" pantyhose for tired legs
• Fashion versions of medical products
• Marketed to working women

Color and Style

Earth Tones

• Brown and tan popular
• Olive and rust colors
• Reflected 70s color palette
• Away from stark black

Texture Options

• Ribbed pantyhose
• Textured patterns
• Fishnets for disco
• Patterned tights for fashion

Marketing Evolution

Television Advertising

• Major brands advertised heavily
• L'eggs egg-shaped container iconic
• Convenience messaging
• Sex appeal in ads

Brand Competition

• L'eggs vs. Hanes vs. No Nonsense
• Store brands emerge
• Price wars common
• Feature differentiation

Working Women

Professional Dress

• More women in workforce
• Office dress codes
• Pantyhose required in many workplaces
• Professional appearance expectations

Practical Needs

• Durability important
• Run-resistant features developed
• Comfort for all-day wear
• Multiple pairs at work