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Joseph Haspelsr., founder of Haspel, was the first person to recognize the power of wrinkles. He founded his own brand of the same name in 1909, with the goal of creating clothing that can withstand the local craze in New Orleans. He knew that the British used this strange pleated cloth called seersucker in India, and believed that it could be well changed from workers' clothes to clothes suitable for wearing in hot weather. He was right. The world agreed. Soon Haspel became a symbol of summer and a symbol of New Moon City style jazz craze and cayenne. The reserve team members of the Yankees at Princeton University are also unwilling to lag behind, snapping up the "It Suit" and spreading it to the Ivy League as a real gentleman's signifier. Lawn parties followed. Old Joseph kept it in the south.