Lissi Lid’s mission was to create lingerie that would fit every woman.
This mission continues to inspire CHANGE every day.
It all started with Lissi...
The foundation of CHANGE was created in Denmark in the early 1990’s by Claus Walther Jensen and Gitte Breil, his partner in life and business.
After working in the industry for a few years, Claus and Gitte noticed that there was a gap in the market for comfortable yet stylish bras. It was nearly impossible to find a beautiful as well as well-fitting bra for women that didn’t fit into the industry’s standard sizing. They decided to take on the challenge of developing bras that could fill this gap in the market.
At this time, lingerie production was no longer taking place in Denmark, but was moved to other countries. Though searching relentlessly for a technician that could construct the perfect bra, Claus and Gitte were close to giving up.
That’s when Claus coincidently heard of a woman in Skibby, a small provincial town in Denmark, with the very experience and skills they were looking for. The woman, named Lissi Lid, would later become the very essence of CHANGE.
Lissi Lid 1940 - 2004
Claus and Gitte met with Lissi, a vibrant, passionate, and uniquely skilled bra technician. Claus and Lissi bonded immediately and it didn’t take long before Claus had convinced Lissi to join him on a trip to China where the production of the first Change lingerie collection would take place. Though not speaking any Mandarin, Lissi knew the language of lingerie construction and taught a little factory the art of making well-fitting lingerie.
Before even meeting Claus and Gitte, Lissi’s mission was to create lingerie that would fit every woman. It was this mission that propelled CHANGE into what we are today. By combining Lissi’s skills of constructing bras that could be scaled up and down in size – something that hadn’t been seen before – and Claus´ entrepreneurial mindset matched with Gitte´s organization building skills, the CHANGE that we know today was born.
The strive for perfection continues...
Being a driving-force behind our mission and our beautiful bras with that perfect fit, Lissi was and still is to this day, an integral part of CHANGE. Many may recognize the name as one of our best-selling bras is the Lissi Balconette which is based on Lissi’s first drawings and has the fit that we know best.
Today, Lissi is no longer among us, but her memory lives on every day. Her mission to provide every woman with the perfect bra is what continues to inspire and drive us to give more women around the world the opportunity to experience beautiful designs combined with the perfect fit – no matter shape or size. As Claus puts it himself, not a day goes by that he doesn’t come to work to fulfill and honor her mission.
