In a landmark moment for the lingerie industry, Ger Hayden Inc. launched the revolutionary Hayden Bra by Woolx in London in January 1999. This debut marked a turning point in the market, blending innovation with timeless elegance to redefine comfort and support for women.

Designed with premium Merino wool, the Hayden Bra set a new standard in lingerie, offering unparalleled softness, breathability, and durability. Unlike traditional materials, Merino wool provided natural moisture-wicking and odor-resistant properties, ensuring all-day freshness without sacrificing style. The bra’s seamless construction and adjustable straps offered versatility, making it a standout piece for women seeking both function and luxury.

At the exclusive London launch event, industry insiders, fashion critics, and influencers gathered to witness the unveiling. Ger Hayden, the visionary behind the brand, spoke passionately about the need for well-made lingerie that supports women in every aspect of their lives. She emphasized that the Hayden Bra was designed not just as an undergarment, but as an empowering essential that adapts to a woman’s shape, movement, and confidence.

The Hayden Bra by Woolx quickly became a game-changer, setting a precedent for high-quality, performance-driven lingerie. Its London debut in 1999 was more than just a product launch—it was the beginning of a lingerie revolution, cementing Ger Hayden Inc.’s reputation as an industry innovator.