Date: c. 1950s
Origin: USA
Fabric: Elastic, metal
Brand: Gemco
These c. 1950s bra girdle hooks would have been worn to connect the wearer’s bra to their girdle, keeping the lower band of the bra in place and also probably preventing the top edge of the girdle from rolling down (and possibly causing an unsightly bulge). Made from elastic to keep the bra pulled down in place, the enamelled metal clasps are similar to garter clasps and made flat to be unobtrusive underneath garments. The packaging tagline reads “keep bra in place” and says they are “easily attached, lies flat against the body.” The product number is 366.
These Gemco hooks were manufactured by Gem-Dandy Inc., which was located in Madison, North Carolina. Gemco was a department store that sold a variety of products, from accessories like these hooks to children’s clothing. Part of the California-based Lucky chain, Gemco & Lucky department stores were eventually dissolved and sold off to brands such as Albertson’s in the 1980s.
Kindly donated to The Underpinnings Museum by Anya Kovacs
Many thanks to Katherine Shark for the object description and research.
