The Bucharest brand Adesgo, “the elegant lady’s stocking,” and the history of an empire in Romanian fashion
By Bucharest Team
- Articles
Few products in Romanian fashion history have captured the imagination and admiration of consumers like Adesgo stockings. Revered for their quality and elegance, these stockings became synonymous with style, refinement, and sophistication in Bucharest for nearly a century. Women and young ladies would repair their favorite pairs and proudly display them, while advertising campaigns constantly captivated the city’s attention. The story of Adesgo, often called “the elegant lady’s stocking,” is not only a tale of fashion but also of vision, innovation, and industrial prowess.
The birth of a legend
The company’s history begins in 1926, when the German entrepreneur Arthur Drechsler founded the Adesgo factory on what is today Calea Șerban Vodă, located between Carol I and Tineretului Parks. The name “Adesgo” itself is an anagram of his two children’s names, demonstrating the personal investment Drechsler had in the enterprise.
The factory started with two buildings of 300 square meters each, equipped with 16 Cotton machines imported from Germany and a workforce of 180 employees, guided by experienced foreign masters.
The results were remarkable: in its first year, Adesgo produced 1.4 million pairs of stockings, quickly establishing itself as one of Romania’s most prestigious brands. Over time, the company became a leading competitor against other notable names, such as Ady, GBL, and Rose d’Arly, consolidating its reputation for excellence and innovation.
Expansion and diversification
Between 1935 and 1940, to meet growing demand, Adesgo expanded its facilities. Two additional buildings were added to the factory, along with 40 more Cotton machines and four Interlock machines for a new production line, dedicated to “Lingerie Milanese”. This expansion allowed Adesgo to diversify beyond stockings, offering pajamas, lingerie, nightshirts, underwear sets, and more.
The company also pioneered worker-friendly practices, inspired by the best Western factories. Employees enjoyed cafeterias, medical offices, rest rooms, a small medical station with beds, a football club, a music room with a piano, recreational lawns, and even a daycare for workers’ children. These measures reflected a commitment to welfare that went beyond mere productivity, fostering a sense of loyalty and community among employees.
Marketing brilliance
Adesgo’s success was not limited to the factory floor. Marketing and advertising played a crucial role in the brand’s prominence. The company’s campaigns were inventive, seasonal, and thematic. Winter stockings were often accompanied by images of Santa Claus or decorated Christmas trees, while Easter stockings were paired with baskets of hand-painted eggs. During holidays, Adesgo stockings were promoted as the perfect gift, reinforcing the brand’s status as a luxury and desirable product.
Each type of stocking had a distinct number and name, reflecting its qualities:
· 51 – Guaranteed durability
· 54 – Elegance and durability
· 57 – Super-elegant stocking
· 105 – Ultra-fine
· 50 and 100 – Natural silk
The slogan “Adesgo – the elegant lady’s stocking” became ubiquitous in Bucharest, positioning the brand in the minds of consumers as synonymous with refinement and social status. Owning a pair of Adesgo stockings was a mark of sophistication and taste, distinguishing women who valued elegance and quality.
Even in the 1930s, the stockings were priced at 200 lei per pair, a considerable sum compared to everyday expenses like bread, which cost 7 lei, highlighting the premium nature of the product.
Survival through wars and political change
Adesgo’s resilience was remarkable. Unlike many competitors, the company survived World War II and the turbulent years of the communist regime.
After the war, Adesgo came under Soviet control, and newspapers reported the reopening of its store on Șepcari Street 8 on May 23, 1947, two years after the end of the war in Europe. Later, the factory returned to Romanian state ownership, with production scaled to meet both domestic and export demand.
The company’s ability to adapt and maintain quality allowed it to endure changing regimes, economic hardships, and shifting consumer trends, securing its place as a cornerstone of Romanian fashion history.
Modern transformations and acquisitions
Following the 1989 Revolution, Adesgo stood out among Bucharest factories by continuing production. Several private companies acquired the brand, maintaining sock and lingerie manufacturing in the factory near Carol I Park.
In 2002, the factory was purchased by Argaman Industries, which preserved one of the city’s oldest fashion brands. More recently, in 2023, Adesgo was acquired by Tefron Europe, a company producing lingerie and sports apparel for internationally recognized brands, ensuring the legacy of Adesgo continues in the 21st century.
Legacy and cultural impact
Adesgo is more than a brand; it represents an era in Romanian fashion where industrial innovation, artistic craftsmanship, and marketing ingenuity converged. Its stockings were not only garments but symbols of refinement, sophistication, and social identity.
Through nearly a century, the company has shaped consumer expectations, maintained a commitment to quality, and left a lasting imprint on both industry and culture in Bucharest.
By combining industrial excellence with clever advertising and a focus on worker welfare, Adesgo elevated the simple stocking to a fashion statement, earning a reputation that has endured far beyond the interwar years. Even today, the name evokes elegance, class, and the history of a Romanian fashion empire built on innovation, precision, and a deep understanding of the desires of its clientele.
In conclusion, the story of Adesgo is not only the story of a sock manufacturer but also a narrative about vision, perseverance, and cultural legacy. From its foundation in 1926 by Arthur Drechsler to its modern-day operations under Tefron Europe, Adesgo exemplifies how a local brand can transcend time, navigating wars, political upheavals, and industrial transformations, while remaining an enduring symbol of elegance in Romanian fashion.
The company’s journey reflects Bucharest itself: dynamic, resilient, and always striving for sophistication, and it demonstrates how even everyday items like stockings can become icons of style, innovation, and history. Adesgo remains, unmistakably, the elegant lady’s stocking.
