Word: undershirt
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Apart from its familiar name, the firm offered little. Sales of union suits had faded with the rise of central heating, and Clark Gable singlehanded ruined the undershirt by wearing none in a memorable motel scene with Claudette Colbert in 1934's Oscar-winning It Happened One Night. The King's male subjects ripped off their own undershirts; sales plunged 40%. B.V.D. gamely tried to stretch into sports shirts, sweatshirts and socks, gradually boggled in a complexity of products and styles that became more complicated to order and stock than to sell...
...barrel, and in It Happened One Night (1934) he shared a tourist cabin with Claudette Colbert, their beds divided by a blanket stretched on a rope. In the same picture, when he took off his shirt and revealed nothing but a glossy chest, he touched off a crisis among undershirt manufacturers...
...dress business in New Jersey in 1906, less than a year after emigrating from Minsk, the brassiere had a very different function than it has now. After Society Girl Caresse Crosby designed a brassiere in 1913 (it took its name from the French word for a child's undershirt), it was worn as a sort of chest-height cummerbund to flatten and camouflage women for the boyish look. When Mrs. Rosenthal moved into New York and set up a dress shop with a woman partner in 1922, she noticed that the dresses she was selling often did not look...
...wore only an undershirt and khaki shorts, and all that he would say when he wandered into the police station in a tiny village in Johore one day last April was: "I am a terrorist and I want to surrender." The young constable in charge was not overly impressed. All the same, he bundled his unexpected guest into a Land Rover and turned him over to his superiors in Segamat. There, incredulous officials questioned the prisoner for hours on end, laid every kind of verbal trap to see if he really was the man he claimed to be. Sure enough...
...know what happened," said Wald ominously, "when Clark Gable didn't have any undershirt on in It Happened One Night. It just about ruined the underwear business. We could do the same thing. There's Gary Grant, see, smoking a cigarette. He coughs, and somebody says, 'I told you to stop smoking.' Or we could have a very young actress look down at the breakfast food and sneer, 'Do I have to? It's like eating the front lawn...