Time and again throughout its history, Jowat SE has proven that it holds together as a family business even in difficult times, that it is up to the most diverse challenges, and that it can handle such challenges with ever more creative ideas. A few examples spring to mind to illustrate the ingenuity of the adhesive manufacturer.
A stitch in time
The story begins in the post-war period. A great sense of relief was sweeping through the country and people celebrated life again – each in their own way. What was striking, however, was that for the ladies in particular, fashion became an expression of their new-found joie de vivre. Silk stockings, which flattered the legs and set them off particularly beautifully, were very much in demand at the time – in keeping with Parisian chic. The only downside of the fashionable celebratory mood was that the musthave of the hour was in incredibly short supply. An alternative had to be found. Jowat recognised the need, reinvented itself, and created ‘Flora Summer Stocking’ – a tincture a woman could use to paint silk stockings on her legs, including the popular calf seam of the day. There were no limits to the imagination, and only rainy weather could threaten to thwart the formula for the fashionable new concept. Nevertheless, the product proved extremely popular – to the point of gaining cult status even – and represents a real example of Jowat’s creativity.
Read the whole story and other interesting articles in our customer magazine.