Word: waterproofers
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...source of peacetime wonders. It led to Duco to rayon and to cellophane-the latter two based on French patents. The French thought they were sticking Du Pont with a useless novelty in cellophane (the stuff came apart when wet). But Du Pont's researchers discovered how to waterproof it (a variant of Duco did the trick), and built such a market that by 1939 cellophane was one of Du Pont's biggest-selling products. Then came nylon, which eclipsed even cellophane and today still leads all Du Pont sales...
...customer walked into London's famed Burberrys clothing shop one day last week and asked a clerk: "Let's see one of those waterproof tweed topcoats of yours. You know-like the King wears." Thus another sale was made by the sign of the Royal Warrant over the door: a red, gold, silver and blue Royal Coat of Arms, with the magic advertising legend, 'By Appointment Makers of Weatherproof Clothing to H.M. the King...
...private atom bomb shelter was finished. Although it looked like a simple mound of concrete in Mrs. MacDonald's backyard (see cut), the roof was steel-reinforced and 32 inches thick. Inside, the shelter was 8 by 4 by 6 ft., had six-inch walls and floors of waterproof concrete, was equipped with a food storage locker, oxygen tanks, electric lights. The underground entrance had a 30-inch, lead-lined door fitted with a oneway safety valve to equalize the interior air pressure after a bomb blast...
...their Universal Match Corp. the second biggest U.S. matchmaker (first: Diamond) with a gross of $12 million last year.* Last week President Adolph Rosenberg, 61, hailed a new Universal product as the first major innovation in match books in almost 60 years. The product: a match book with a waterproof striking strip that is expected to boost sales $1,000,000 this year. Adolph Rosenberg and his brother Samuel, 57, a Universal vice president, did not strike it rich in matches until after they had burned their fingers elsewhere. Adolph quit high school to work in the piece-goods business...
...coats, a waterproof trench coat is all that either tourists or natives find necessary. One wool sweater will come in handy, particularly-in England...