Playtex is one of the most iconic American lingerie brands in history, with roots stretching back to 1932 when the International Latex Corporation was founded in Rochester, New York. The Playtex name — a fusion of the words "Play" and "Latex" — was born in 1947, and the brand went on to become a trailblazer in the industry. In 1954 the legendary Cross Your Heart bra was launched with the unforgettable slogan "Lifts and Separates," and in 1955 Playtex became the first brand to dare advertise lingerie on television. The iconic 18 Hour bra followed in 1970 and became a household name around the world. Today Playtex is part of Hanes Brands and continues its legacy of innovation, offering comfortable, supportive bras designed for real women's bodies. At Brief Affairs we stock a selected range of Playtex — a brand that has stood the test of time for good reason.