Word: thrift
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...come a long way since Ben Franklin preached thrift and New Englanders saved everything from string to scraps of cloth for patchwork quilts. In frugal foreign eyes, 20th century Americans are stupendous wasters: a people so rich that they think no more of tearing down 30-year-old skyscrapers than of tossing beer cans out car windows. Now a turnabout seems at hand. Goaded to recycle the nation's mounting garbage, individuals as well as industries have spotted new charms in old discards-cans, bottles, light bulbs. Thousands of Americans are enjoying an effort that bears the acronymic description...
Voluminous Versions. Different cloaks for different folks. The counterculture's fancy runs to officers' capes, Indian ponchos and thrift-shop oldies (especially the heavily embroidered, fringed variety once reserved for' covering grand pianos). Smart young matrons favor practical, less voluminous versions, often reversible and generally hooded. Pacesetters turn out in everything from Revillon's full-length black fox trimmed with chicken feathers and Adolfo's butterfly-wing silk kimono to the all-mink tent that Actress Elsa Martinelli wore over a sequined bathing suit at a Paris play opening. French, Italian and American designers practically...
...cheapest, easiest way to furnish an apartment, it turns out, does not involve a single visit to the thrift shop or the Salvation Army. Now a savvy decorator can pick up a headboard, radio, picture frame, Tiffany lamp shade, stained-glass window and even a bubble-gum machine, all for less than $30-and carry them home in a shopping bag. That's because People Paper is instant make-believe furniture, designed to be pasted onto walls...
...many of them stocked with French ready-to-wear as well as with newly inventive American-made designs, has put high style within easy access and a sensible price range. The youth rebellion crashed the old-guard fashion stockades by putting it all together (often out of trunks and thrift-shop remnants) with wit and drama...
...thrift theme is also bobbing up in ads for durable goods that economy-minded customers might be expected to put off buying. Ads for Hotpoint appliances now boast that they "give you more than you pay for." The marketers of Toro's lawnfighter, a grass cutter promoted as a convenience item, now include in their ads the pitch that "feature for feature, dollar for dollar, it's the best buy you can make." In an appeal to the austerity mood of corporations, Cessna notes in ads for its new 414 twin turbo engine business plane that...