Business: Sixth Fabric

A few years ago Francis DeWitt and Paul Bryant were neighbors in Colonial Heights, N. Y., a Manhattan suburb. Upshot of their acquaintance was a new fabric, made from cellulose and named Pervel. By last week Pervel Corp.'s President DeWitt and Vice President Bryant were pretty sure their product was going places; somewhat ambitiously they were referring to it as the sixth fabric (cotton, wool, linen, silk, rayon are the five others).

The story of ex-Advertising Men DeWitt and Bryant's discovery of Pervel begins like a copywriter's nightmare. For a year they messed...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!