Word: viscosa
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...Italian count (who likes to be called Mr.), debonair Giovanni Naselli. Born in Manhattan 45 years ago, and hence a U.S. citizen, the count is no Fascist although he spent about ten years making rayon and lire in the Rome branch of the huge Società Generate Italiana della Viscosa, a world leader in cheap rayon manufacture. In 1933 he went to Mexico City, there started his own rayon twisting plant, Cia. Nacional de Artisela. S.A., whose 25,000 spindles now twist 60% of Mexico's rayon yarn and make it the world's No. 2 exclusively rayon...
...handling war goods of all sorts, with transatlantic fares jacked up 100%. The trade boom at first got ahead of stock prices. But in November nearly all sectors of the market in Rome began a steady rise. This slacked off last week because the great Italian textile trust Snia Viscosa, known to have fat profiteering spoils, declared only its ordinary dividend. The State was said to be "persuading" all Italy's great corporations to carry war profits as "reserves"-with likelihood that the State may later take most of these by a special tax. Bouncingest Italian war baby stocks...
...first J. P. Morgan. It was not inappropriate, therefore, last week when Princess Caetani appeared at Manhattan's St. Regis Hotel with Mrs. Harrison ("World's Best Dressed Woman") Williams in tow, to display unique yarns and fabrics developed in Italy by the great firm of Snia Viscosa and soon to be offered...
...Snia Viscosa (Societa Nazionale Industria Applicazioni Viscosa) is one of the world's great makers of synthetic fibres, employs 14,000 workers in 16 factories scattered over Italy. Long a rayon producer, Snia Viscosa also markets Snia-fiocco, fibre made from wood pulp (TIME, Nov. 5, 1934). Snia Viscosa's newest concoction is fibre made from milk, which it calls lanital and claims is equal in appearance and quality to wool. Princess Caetani calls herself lanital's "social representative" in the U. S. A familiar milk product is casein, of which in the U. S, alone...
Having sold lanital patents to German, English, French and Belgian concerns, Snia Viscosa, which always has been internationally minded, is now intent on moving into the U. S., plans to begin by sending its fibres to the U. S., eventually will build U. S. factories. U. S. representatives are the big New York firm of Meyer & Marks Yarn Co. Inc., whose president, Jack W. Block, likes to assert that lanital will do to the wool business what rayon had done to the silk. U. S. woolmen, absorbed with more immediate troubles (see p. 75) last week produced no retort...