Smart & Sexy, Curvy Couture, ThirdLove and Pepper are just some of the innerwear firms awarding grants to female-founded and female-run companies.
The launch marks parent company American Eagle Outfitters’ second new brand launch in under a month.
The apparel and accessories brand will drop just two collections a year, emphasizing quality over quantity.
Sales at the business, which counts former Oscar de la Renta ceo Jeffry Aronsson as a shareholder and adviser, grew 250 percent from March to April.
The retailer expects to close about 250 stores in North America this year.
Brands like Wacoal America and ThirdLove donate bras and underwear to medical personnel working on the front lines of the pandemic.
The company expects further declines in the lingerie brand at least for the first half of 2020.
Sales for the lingerie brand rose last quarter and year-over-year, while all three brands had positive comps.
But the retailer says the upcoming sale will turn things around.
Tel Aviv-based Delta Galil is expecting losses between $5 million and $7 million in the first half of 2020.