Word: frills
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Dates: during 1940-1949
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Said Western's President Terrell Drinkwater: "We have reached a point in air transportation where we must decide whether the main tent or the sideshows are going to support the circus. Anything which does not contribute to safety, speed and comfort is a costly frill with which we can well dispense...
Actually, A.P. Sloan is probably the most functional, frill-less piece of human machinery in the U.S. industry hierarchy. He is also close to being its top industrial statesman. Once an associate likened him to a bearing, "self-lubricating, smooth, eliminates friction and carries the load...
...kept his shrewd mouth shut clam-tight about the changes. But many a motor-wise man made good guesses. Most likely: when auto production is resumed, Ford will drop its Zephyr and Lincoln-Continental lines; will turn its designing job over to outsiders again; will concentrate on turning out frill-free cars cheaper and faster than anyone else. In effect, the Lizzie would again become a kind of family jeep...
Reasons for the upsurge in neckwear are twofold : 1) to retrim last year's dresses, and to trick up this year's limited wardrobe, 2) to allure and astonish men, who are anciently susceptible to a frill at the throat. To make one costume seem like many, women are buying in vast quantities dickies, jabots, fichus, gilets, ruches, berthas, bibs, piccadillies, collets, modesties and ruffs...
Football coaches all over the country should recognize this handwriting-on-the-wall and pay more attention to the frill artists of the game, instead of selfishly nursing only the players. Trainers will undoubtedly have something to say about the matter, especially in colleges where cheer leaders are exclusively female. Perhaps it would be advisable in such cases, to have them return for early-September practice with the squad. Then they could serve the double purpose of keeping up the morale of the players and getting themselves into the "pink" of condition...