1953 Press Photo New permanent starch that keeps clothes crisp through 15 washes

Duane Callistel, model, and Dorrie Sidener movie star have to watch their pennies and save time. They have found a new permanent starch that keeps clothes crisp through 15 washes. The permanent starch was developed after 20 years research and 20,000 trial formulas by the Perma Co., Illiopolis, IL.

Photo is dated 1953.

Photo measures 8 x 10.25 inches.