Our History

History of Socks

History of Underwear

Factory Tour

Our History

For more than 75 years, Holeproof has been making quality products for the whole family.

Our story began in the late 1920’s when a successful hosiery manufacturer, Staley & Staley Ltd, started making ladies hosiery under licence from the Holeproof Hosiery Company in Milwaukee, USA. We became a public company in 1929 and opened the first Holeproof mill at Brunswick in 1930 becoming the first manufacturer to produce and market Australian-made self supporting socks. During the 30s, Holeproof revolutionised the Australian market by promoting our product as a sought after fashion accessory.

The company continued to expand during World War II to meet growing demand and our now infamous marketing talents grew, starting with the introduction of the famous slogan ‘lovely, lovely, lovely Holeproof hosiery’. In 1949 we also started producing apparel including business and sport shirts, casual wear and pyjamas. The 50s saw the introduction of spun nylon yarns and Holeproof were, of course, world leaders in this new technology introducing Zealons (with typical flair) by demanding that women throw away their darning needles! In 1955 Holeproof branched out into men’s and ladies underwear and lingerie taking over Australian Knitting Mills.

During the early 60s, Holeproof acquired two new leading women’s knitwear companies, set up the Jiffies division and introduced the first folding footwear into Australia. The company was taken over in 1968 by Dunlop (later to become Pacific Dunlop), but it wasn’t until 1978 that the Prestige name was dropped. In the 1970s Holeproof decided to focus on fewer categories and specialise in men’s and ladies underwear, sleepwear and socks. This decade saw the introduction of the ever-popular Explorer socks and, in 1979, the Rio brand to take advantage of the introduction of discount department stores.

The 1980s and 1990s saw the birth of some of Australia’s best loved sock and underwear brands including Underdaks, Computer Socks, No Knickers, Antz Pantz and Holeproof Heroes. At Holeproof we have established an enviable reputation for developing some of Australia’s most memorable and clever advertising campaigns, ensuring our brands are part of Australians’ every day lives.

Today the Holeproof family of well known brands continues to thrive with innovative products and new range launches. With the change in ownership to Pacific Brands and subsequent public listing, we are set to continue as leaders in the sock and underwear market. Consumers can look forward to many more fresh, fun and exciting Holeproof products for years to come.