Word: scuff
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People People. Zieff, who has made 200 commercials in the past six years, is obsessed with detail; he shoots 9,000 ft. of film to get a usable 90 ft. He demands that his sets have a lived-in look-right down to scuff marks on the door. For a takeoff on old aviation movies for Utica Club beer, he screened the 1938 movie Test Pilot to see exactly how Clark Gable flipped back his goggles. For a series of quick shots focusing on a variety of stomachs for Alka-Seltzer, he spent ten days "interviewing abdomens," auditioned 40 belly...
Shoes for Orphans. Copeland has even higher hopes for Corfam. The product of 30 years of research and $30 million, it is different from any previous synthetic-the first leather substitute that is truly waterproof, shape-retaining, scuff-resistant, porous and long-lasting. Since leather is a remarkably complex material much like human skin, creating the substitute has taken longer and cost more than Du Pont expected when it set out on its search. Corfam is a complicated combination of several synthetics with seemingly opposite properties: tight on the outside, loose on the inside and porous throughout...
...first stretch fabric, of course, was skin. It fit fairly well, withstood wear and tear (scuff marks, lipstick traces, even wine stains vanished in a jiffy), but wrinkled like crazy: a knee bend, for example, caused the stuff to stretch 45%, a shoulder shrug, 16%. After as little as 30 bending, shrugging years, shape was sure to go. Fortunately, skilled technicians got to work on the problem, finally turned up with an ANo. 1 solution called polyurethane elastomeric yarn (spandex) that stretches like skin, leaves no telltale bags or sags, and springs back into good-as-new condition without benefit...
...Pont's current products are things that never existed on land or sea until Du Pont research discovered or developed them: cellophane, nylon, Lucite and neoprene, tetraethyl (antiknock) lead for gasoline, Dacron and plastics. The latest product (not mentioned in the book) is known as Corfam, a scuff-resistant, water-repellent synthetic leather (TIME, April 3) that may in time revolutionize the shoe industry...
Cops to Kids. Corfam is already one of the most tested and complex chem ical substances ever created. Porous, scuff-resistant, water-repellent, shape-retaining - the properties are an ad writ er's dream - it is basically a combina tion of polyester and polyurethane made into sheets resembling leather by an incredibly intricate process. Before put ting its shoes on the market, Du Pont passed out 19,000 pairs to human test ers who ranged from the Newburgh police force, through its own salesmen and secretaries, to kindergarten kids...