The Hanky Panky Story: Inside a Lingerie Legacy

The year was 1977, when Fleetwood Mac’s still beloved Rumours was first released, voluminous Farrah Fawcet hair was in and most importantly, Second Wave feminism was at its peak. G-strings and thongs were considered much too taboo for department stores. 

 

Designer Gale Epstein found beautiful hand-embroidered handkerchiefs at a local linen shop and repurposed them, handcrafting them into a bra and bikini set which became the birthday gift for her close friend, Lida Orzeck. Lida opened the box and fell in love with the delicate craftsmanship and unique hanky styles. Hanky Panky was born in that moment when friendship and sisterhood sparked the idea that a company could be built on elegant and comfortable lingerie. 

 

They got to work, Gale crafting an extended collection centered on the hand-embroidered hankies and Lida securing real estate for the brand in department stores. There was instant validation from the buyers that they were onto something big. Lida notes,”We were also making history as strong women in business when that was still quite rare.”

 

The 1980s: Innovations and the World’s Most Comfortable Thong™

 

It was in the early ‘80s that Gale saw a void in the marketplace.  “Big shoulders were a big deal,” she explained. "I wanted that silhouette under blouses and sweaters so I experimented with a shoulder padded camisole.”  “Our sales reps were not excited about it”, adds Lida, “but it became a market-changer.” Gale’s creativity, Lida’s confidence.

 

In 1986, Gale perfected the Signature Lace original rise thong — later dubbed the “World’s Most Comfortable Thong™ — and solidified Hanky Panky’s status as the industry’s leading rule breaker, innovator and mischief maker. The thong’s ultra-flattering V-shaped front and back, VPL-proof, and soft, super-stretch qualities made it an instant icon. It is unchanged 40 years later.

 

A decade in and Hanky Panky was just getting started, leading with intention and intuition. 

 

The 1990s: Dangerously Sultry Silhouettes Ahead

 

Throughout the ‘90s Hanky Panky continued to influence the Intimate Apparel industry, leading with comfortable lingerie solutions, “innerwear as outerwear,” and sportswear tops, adding romantic slip dresses, dangerously sheer bodysuits and more to their arsenal of feel-good pieces.  Nearly all competitors created similar versions of Hanky Panky's innovative styles for their own collections and, as there are no copyrights on apparel in this country, the dynamic duo stayed ahead of the pack with consistently great new offerings and superior customer service.

  

The 2000s: The Story That Changed Everything

 

At the tail end of the 90s, Hanky Panky’s World’s Most Comfortable Thong™ reached cult status through word-of-mouth alone and the heritage brand became a classic staple of the early aughts. 

 

As for the moment that officially pushed the brand to the next level? In the summer of 2004, The Wall Street Journal released a front-page article about the thong, mentioning Cindy Crawford – a beloved supermodel who dominated runways – spotted purchasing Hanky Panky thongs in a New York City boutique. The article’s exact verbiage used to describe the lacy material was “like lace butter,” and honestly, that buttery softness created a hard-to-reach industry standard (that still reigns as a top customer need today). The Signature Lace collection expanded to offer an explosion of colors, full-backed panties, bralettes, chemises and then extended further into Bridal and After Midnight collections. Gale’s “anti-packaging” rolled thong positioned the brand in lifestyle stores like candy at the checkout.

 

 Although countless women wore Hanky Panky beneath their clothes, the A-lister’s genuine cosign really “put them on the map,” as Lida recalls, firmly placing the brand as a household name that continued to dominate the 2000s. Alongside Crawford, Cher and Jennifer Aniston, to name just two prominent adopters, have also shared their love for Hanky Panky. Yet again, validation to keep going, and a bit more star-studded than before.

 

A Legacy Of Loyalty: Once You Go Hanky Panky, You Don’t Go Back

 

Though Hanky Panky’s growth has been steady and intentional through decades of ups and downs within the lingerie industry, one thing’s for certain: the next-level fabrics and undying love for women (and women’s comfort) breeds a brand loyalty that’s simply unheard of.

 

“My 75-year-old mother has been a fiercely loyal, longtime Hanky Panky customer for years,” says one special customer’s daughter. “As her Alzheimer’s has progressed, many things have changed, but one thing absolutely has not: she has an entire dresser drawer dedicated solely to Hanky Panky, carrying her favorites around in a lingerie bag like prized possessions.”

 

Lida shares another memory engrained in her, of walking through Central Park and running into a loyal shopper. One thing led to another, and after learning of Lida’s role as co-founder, the sweet stranger reached into her trousers, revealing a strip of Hanky Panky lace, exclaiming how much she adores the brand. This moment of sisterhood – of sharing a tiny, lacy secret with one another – would later be called “the Hanky Panky handshake.” This may have been Lida’s first handshake, though it wouldn’t be her last. Not even close.

 

The truth is, these stories may be unique, but that unwavering devotion is shared by thousands of women. And still, in this new chapter for the brand, more are sure to come.

 

A New Era: Where Elegance & Mischief Meet

Just ahead of their 50th anniversary of the brand, both Gale and Lida have formally stepped down as Creative Director and CEO respectively. Their rich history, starting with a hand-sewn gift and a bold desire to empower women with beautiful and comfortable lingerie, is forever woven into every one of Hanky Panky’s luxe pieces.

 

Now, Hanky Panky is entering a new chapter of its own, with the classic elegance, unmatched comfort, and a whole lot of mischief at the forefront that’s so true to its roots. The mission: to sit firmly on its throne as lingerie’s consistent leader, continue creating pieces that matter, and allow women to embrace every part of their beautiful, complex selves.

 

Because lingerie is the first decision you make each day, and whether or not it’s hidden beneath worn denim or luxurious satin, it has the distinct ability to make you more authentically, unabashedly you.

 

With love and lace,

Hanky Panky