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Wilendur - Collector's Favorite Wiel & Durrse aka Wilendure is famous among tablecloths collectors for their bold florals and fruits in repeating pattern on heavy sailcloth material. Wonderful for brightening up your kitchen or making wonderful whimsical pillows or other crafts, almost everyone has either owned or coveted a vintage Wilendur tablecloth. Wile & Durrse the producers of Wilendure and other tablecloth products have had a long history in the kitchen textile field. They started producing tablecloths their "Wilendur" (no 'e' at the end) tablecloth line in 1938. It was so successful that they added three more labels, "America’s Pride" "Oppa-Tunity" and “Setting Pretty” in the early 1940s.
You will sometimes find the same printed tablecloth design with all three types of tags. In 1958, they added an "e" to the end of their famous "wilendur" label to create Wilendure which was produced until the late 1970's.
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The Wilendur “Strawberry” pattern was featured in the 1947 Sears catalog with the following description: "luscious, ripe red strawberries and cool green leaves on a background of crisp white. What could be more inviting in a kitchen or dinette than this? The strawberry print cotton yardage is a big favorite because it’s extra heavy. It’s gay, colorful and so practical you can make dozens of things.” This popular pattern was offered in three widths, 17” toweling, 36” toweling, and 54” tablecloth." Both Wilendur and Simtex also marketed a set of coordinating “Matkins” that were napkins or placemats, depending on how you wanted to use them. They also created tablecloth and napkin boxed sets, some with a pink or red stitched border and some were packaged with metal coordinating painted lunch trays. You will also find plain colored tablecloths with printed designed napkins to match - all boxed for hostess gifts.
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Click to see larger viewMost Wilendur patterned tablecloths are still available in large quantities due to their immense popularity. Most will have the Wilendur/Wilendure tag attached, but many were made from household yard good cloth by thrifty housewives so they will only be recognized as Wilendur's from the pattern. You can still find well loved Wilendure/Wildendur tablecloths in remarkable good condition with very little fading. It's a testament to their focus on quality. As stated on the back of a 1940's paper label "W&D Quality is never an accident. It is always the result of high intention, sincere effort, intelligent direction and skillful execution." Sadly, Wiel & Durrse went out of business in the early 1990's, but they are still prized by Vintage tablecloth collectors and crafters around the world.
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