Hook & Loop Velcro Tape

Not all hook and loop fasteners are made by Velcro.

There are many companies that manufacture hook and loop type fasteners; however, Velcro was the first to produce it. Mistakenly, many people refer to all hook and loop type fasteners as "Velcro." However, Velcro is a company name, not a product type.

The Invention and the Inventor

After studying cockleburrs under a microscope, de Mestral invented Velcro.

In 1941, while on a leisurely stroll, Swiss engineer George de Mestral noticed that there were cockleburrs clinging to his pant legs and to his dog. He studied the cockleburr using a microscope and noticed that the tentacles had hooks at the end, which is why it is able to cling to things. He was determined to use this "technology" in some way.

After eight years of trying, he finally developed a hook and loop fastener. He used one piece of material to bind synthetic hooks to and another to bind a series of loops to. He filed for a patent for his hook and loop product on October 15, 1952, and called it "Velcro." The term was created by combining two words: velvet and crochet.

Catching On

In 1959, a fashion show was held at New York City's Waldorf-Astoria Hotel showcasing Velcro. There were many items that incorporated the product. However, it was deemed too unattractive to be used on clothing items. It did prove useful in sporting equipment, so not all was lost.

Regardless of how it was received by the fashion industry, the "Times" determined that it would be the end of other types of fasteners.

Then, in the 1960s, Velcro got a huge boost in popularity after NASA used it to hold items in place so they wouldn't float away in space. Hospitals followed suit realizing how practical the product was and began using it for blood pressure gauges and hospital gowns. Eventually, it caught on and was being used by the automotive industry as well as the airplane industry. It also found its way into the interior decorating business.

No Child Left Behind

In 1968, Velcro showed up on Puma shoes. Eventually other athletic shoe companies incorporated the product into their shoe lines as well. Before long, Velcro was the favorite fastener of parents everywhere. No more laces coming undone. It seemed every child had at least one pair of shoes with Velcro fasteners.

Velcro and the Military

In 2004, the U.S. military started using Velcro on its uniforms. However, after many complaints from service men and woman, the use of the product was reevaluated. There were complaints that the product got dirty too easily in a combat situation, rendering the product useless. Further, it was determined that it was too noisy to be used in a combat situation, especially when stealthiness was of importance.

After a survey of 2,700 soldiers was conducted, the U.S. Army decided that it would go back to using buttons instead of Velcro.

Innovations

Velcro continues to stay ahead of the game by inventing new products that have very practical uses. They now have more than 300 active patents worldwide. Velcro has produced strips of their products that can be sewn on and stuck on (by use of adhesive backing). Most recently, they introduced their Plant Tie with Cutter and Velcro Kids, proving that they are still a force to be reckoned with.

Velcro Genericized

Velcro is a registered name. However, as is true of many innovators or leaders in their area, it has become the generic term used for any and all hook and loop fasteners. Genericizing a company or product name and applying it to similar products is a form of metonymy.

Other companies have fallen victim to this as well. Some examples are: Coke, Xerox, Aspirin, Cellophane, Escalator, Laundromat, Thermos, Yo Yo, Band-Aid, Frisbee, Jacuzzi, Kleenex, Ping Pong and Q-tips.

Unfortunately, some companies have lost their legal claim to their product names in the U.S. as a result of genericization. Many companies, like Velcro, work hard to ensure that this does not happen to them.

References

• Time: A Brief History of: Velcro
• Velcro: Company History