'ijn Sanforized bedspreads just introduced by Fieldcrest Mills mark the first
® the moderately-priced, attractive bed covers have been completely shrink-
Draperies as well and bedspreads sometimes lost as much as 12 per cent
'^idyenes as weii
the first laundering,
group of spreads includes a number of attractive patterns Sanforized to
Coj^ ^^'^inkage to a maximum of one per cent. Prices for the new patterns will be
Parable to those for spreads without the Sanforized application.
Th'
picture shows a side view of the 120-inch Sanforizer installed at the
^he t, Mill several months ago. It is one of the largest such machines ever built.
. J^^Ofizer not only maintains size standards but, as a result of experimenting
^ Process, ways have been found to give the merchandise new texture and
Sanforized Bedspread
(Continued from Page One)
that matching draperies will no longer
suffer a loss of five to ten inches. Com
plaints at the consumer level will be
practically eliminated, he feels.
After considerable experimentation
with shrinkage control methods, such
as the use ,of resins and loop-drying
Fieldcrest decided to adopt the San
forized process which eliminated guess
work and held shrinkage to a negligible
one per cent.
“We at Fieldcrest have also realized,”
said Mr. Ivie, “that one of the most
important selling words in the textile
business today is the trade name, ‘San
forized’—a word completely understood
by consumers to mean shrinkage-
controlled, and accepted coast to coast
as a quality description of any cotton
product.”
New Spread Welcome
News To Homemakers
By ARDELLE COLEMAN
Every mother who has ever faced
with dismay the tell-tale marks of Jun
ior’s shoes on the bedspread, or every
wife who has deplored the muddy foot
prints of exuberant pets leaping on the
bed will welcome news of the first
Sanforized woven bedspreads, introduc
ed by Fieldcrest Mills.
The emancipation of the homemaker
gets a big step forward with the new
line of woven bedspreads Sanforized
so they will not shrink more than one
per cent. The new Fieldcrest line which
will include matching draperies that
are also Sanforized, is an entirely new
adaptation of the shrink-resisting pro
cess.
Care of the new bedspreads it at a
minimum. The Sanforized finish is
smoother than ordinary and therefore
more dirt resistant. When they do need
laundering ,wash them in lukewarm
water with rich suds of mild neutral
soap or flakes, in either conventional or
automatic washer. Rinse thoroughly in
lukewarm water, making sure all traces
of soap are removed. A spread may be
put through the wringer if it is loosely
adjusted. If possible do not dry in di
rect sunlight.
Some homemakers take the spreads
directly from the line when dry and
return them to the beds. Others prefer
to press them, but even so, a minimum
of ironing is required.
Good news for the homemaker, too,
is the fact that the new Sanforized
spreads and draperies will be in the
same moderate price range as ordinary
bed coverings. A few popular patterns
that have been carried over into the
new line will retail at the same prices
as spreads without the Sanforized la
bels.
Ay, SEPTEMBER 14, 1953