Tuesday's Google doodle in honor of Gideon Sundback celebrates his simple yet revolutionary zipper. Too bad his contemporaries didn't see it that way. At first, people shunned the zipper.
When Gideon Sundback introduced his "Hookless No. 2" zipper – a design that would forever change the fashion industry – the world greeted his invention with a resounding "Meh."
Tuesday's Google doodle celebrates the Swedish engineer and the zipper, a ubiquitous feature for today's pants, boots, backpacks, and dresses. But when the "Hookless No. 2" debuted in 1914, people didn't get it. Why ditch buttons, hooks, and clasps, they asked? Do clothes really need newfangled technology?
Part of the problem was the device's bumpy history. Several primitive zippers existed before 1914. They were awful. Early designs jammed and pulled apart easily. They involved sharp hooks looping together, instead of Sundback's method of tight and secure metal fasteners. Sundback gets credit for inventing the zipper because he created the first practical and reliable design.
A factory could produce "over 1,500 flawless fasteners a day," according to one history of the zipper, "but there was simply no demand." Sundback removed the hassle, yet zippers were still considered simply a novelty.
Early zippers also suffered from poor marketing. They had names such as the "Judson C-curity Fastener," "The Automatic, Continuous Clothing Closure," and of course Sundback's "Hookless No. 2."
In many ways, the success of zippers went hand-in-hand with the word "zipper."