The 30s were the era of the greatest femme fatales who still spread glamour and elegance from the movie screen fascinating the audience then and now. Madame Gabrielle begins at this time to sew bras and lingerie that her sister and brother in law, Marguerite and Marcel Blanchard, owners of a small cinema in Ain, start to produce. Quickly throughout the region is spoken of "the Gaby bras". It thus was born one of the most famous and prestigious names of the French lingerie.
The parable of this successful brand restlessy continues so far marked by the transfer of the company to Paris in the early 50s, the introduction of revolutionary technological fabrics in the lingerie such as polyester, polyamide, acrylic, as well as by sophisticated advertising campaigns signed by René Gruau, the great French illustrator of Dior’s and Chanel’s Haute Couture.
The minimalism of "Nuage", the first seamless microfibre bra, revolutionizes the international lingerie market of the '90s, reaching 15 million units sold. With the launch of "Elixir" Lejaby declines its savoir-faire, style and the creativity of a great expert in a line dedicated to large cups.
Today Lejaby still continues to accompany women making true their desire for freedom and beauty.
2(X)IST, a leading brand in the US market, has become since 1991 a synonym for design and innovation in men’s underwear, beachwear and leisure.
Integration of Sports in daily life, the Athleisure, as a precondition of a healthy mind-body balance is the character that more than any other characterizes the lifestyle of the new Millennium age. 2 (X)IST has managed to translate into fashion this modern need for dynamism and balance, contaminating the traditional underwear with sporty accents and functional materials, and leisure clothing with structured cuts and sophisticated details.
SAKS FIFTH AVENUE, BLOOMINGDALE'S, NEIMAN MARKUS, NORDSTROM and MACY'S are just few of the most prestigious American retailers, where the brand is present with own flagship stores. Currently 2(X)IST continues expanding with a new accessories‘ line and the launch of an Athleisure collection dedicated to women.
