The Lovable Company

The Lovable Company was founded in 1926 by Gussie and Frank Garson.
Originally specializing in brassieres, the company went on to produce bustiers, corsets, slips, pajamas, and other lingerie items, becoming one of the largest manufacturers of women’s intimate apparel in the country.

Despite being in Atlanta, where segregation was the norm, Frank and Gussie had an integrated workforce, even in the 1930s.

The Garsons were friends with Dr. Martin Luther King Jr., with whom they spent many evenings discussing the civil rights movement. Firm believers in the power of education to change lives, they were major supporters of the United Negro College Fund.

The company closed in 1998.

Written by TheVintageFashionGuild

from a 1960s bustier

Courtesy of pinkyagogo

from a 1960s bustier

Courtesy of southwedge

from early 1970s pajamas

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from a late 1970s bra

Courtesy of southwedge

from a 1980s bra

Courtesy of southwedge

from a 1980s bustier

Courtesy of southwedge