1963 Sanforized magazine ad:
"Beatniks are against all garments labeled "Sanforized" or "Sanforized-Plus". Naturally. These two labels destroy their whole image. You can't look "beat" and neat at the same time. "Sanforized" stops shrinkage-an old beatnik stand-by for appalling appearance. "Sanforized-Plus" fights wrinkles as well...and also assures long lasting fabric. "So, even after days of exposure to rain and folk music in the park, clothes with our labels hold stubbornly to their original size and smoothness..."