Word: lastex
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...Pont subsidiary (Viscoloid), told him to salvage what had been the No.1 U. S. rubber company as late as 1925. Whittling the company's debt of $81,000,000 to $53,233,000, Rubberman Davis consolidated operations, modernized tire-making methods, pushed other rubber products, went in for Lastex, a patented, elastic spun yarn which is knitted or woven into such things as sweaters, girdles, slipcovers...
...much more under the spell of sport than men, hate losing even more. Since coming so close to outright defeat by, Helen Jacobs, Helen Wills Moody has not entered any major tournaments. Last month she announced that she would henceforth make designing women's underclothes for Lastex her major interest (TIME, Aug 10). If she wins at Forest Hills this week, Helen Jacobs may reasonably conclude that her rivalry with Helen Wills Moody is essentially over and that she has attained...
...back up its triumphant tone, the company pointedly referred to lastex which has indeed revolutionized corsets...
Corsets: New Style. The most historic corset year of modern times was 1931. On Oct. 1 Warner Bros., which was celebrating its 55th year, launched an advertising campaign featuring the "Youthlastic" corset which would stretch two ways and was made of Lastex. Next day, Oct. 2, the famed firm of Kops & Co. exhibited a similar garment. Few months later a third company, H. & W., brought forth another Lastex corset. Each had worked independently during the summer without knowing what the others were doing. But the combined effect was revolutionary...
...Lastex and the two-way stretch are not the same thing though they were launched simultaneously. The two-way stretch is purely a matter of weaving elastic threads up & down and across the corset so that the garment "gives" with every movement of the body. Lastex, made of latex, the pure essence of rubber and tougher than its compounds, was more practical than the old rubber because it did not lose its elasticity despite long wear and frequent laundering. Thus the two-way stretch allowed corseted women to move about with freedom; the Lastex, carefully moulding the figure, kept...