(first posted 4/1/2014) For nearly forty years, so many people have been erroneously believing and perpetuating the myth that Corinithian leather was simply a marketing ploy by Chrysler Corporation to up-sell unsuspecting buyers, particularly those seeking a Cordoba. Such is not the case. The history of Corinthian leather goes back about a century before then and it is the culmination of various factors merging together.
Missouri native George Washington Carver has become most famous for his research into finding a nearly limitless number of uses for the ordinary peanut. While his work has forever changed the contributions of this most humble legume, Carver’s work was by no means limited to one thing as he also performed research into various uses for cotton and cotton seeds.
Carver spent many years in academia and it was during his time at Tuskegee University in Alabama that he first grew interested in uses for the cotton seed.
For those unfamiliar with the cotton plant, each tuft of cotton contains a sizable seed that must be extracted before the cotton can be processed.
While Eli Whitney had revolutionized the cotton industry in the Southern United States with his cotton gin in 1807, there were still the residual seeds with which something had to be done. That’s where Carver enters the picture.
Knowing this seed had to be good for something other than filling eroded areas on hillsides, Carver went to work seeking practical uses for the seed. The cotton seed would ultimately be one of the tougher challenges Carver had in his long and enviable career, but it also wound up being one of his most profound successes. Tragically, it has gone nearly unpublicized.
Carver did immediately discover the cotton seed could yield a prodigious amount of human-safe oil. However at this time food was fried in either lard or bacon grease, so Carver did not foresee any immediate use or demand for cottonseed oil. His research continued for some time, prompting little more than frustration for several years.
One year during his Christmas break, Carver went to visit friends in Georgia. The family had been preparing for winter and had a few heads of cattle to butcher. They were also going to tan the hides for various uses around the farm.
Watching the process of tanning hides, Carver was aghast that such harsh substances as lye had to be used to strip away the fat and hair. He knew this was unpleasant work and the lye could be quite harsh to the skin. He was determined to find a way to improve the process by using safer substances. His deep intellect shifted into overdrive.
Resuming his now abandoned work on finding further uses for cotton seeds, Carver sought to learn if anything in the seed could provide a reasonable alternative to lye. He quickly discovered that while it could not substitute for the lye, the cotton seed did provide some of the mineral-based material needed for a quality tanning of animal hides. It worked just as well on cow hide as it did hog, llama, and buffalo hides.
As with any new methodology, Carver expended a fair amount of effort in honing in on peak efficiencies with his new process. After doing so, he began to discreetly market his new found knowledge.
After conducting an extensive, furtive search, Carver found an immigrant leather maker named Trygve Luetkemeyer who was highly enthusiastic about this opportunity. Luetkemeyer, a son of a Norwegian mother and a German father, was a pioneer in his industry and was quite eager to try out this new technology. His pitfall was trying to find the large, steady source of cotton seeds he would require.
Luetkemeyer was diligent in his efforts to secure a desirable location. This proved to be an exercise in ongoing frustration for him. As people in the southern United States had been discarding cotton seeds for so long, his interest in them was often greeted with either amusement or skepticism. Undeterred, his scouting around revealed a number of good locations; the most reliable and easily accessed source was in Corinth, Mississippi.
Corinth is at the intersection of two major railroads, a crossing that had been such a vital link during the Civil War it had led to two major battles being fought in Corinth. The City of Corinth was also quite eager to fund its progress and expand its financial resources. Both battles had taken a tremendous toll on the population of Corinth, as had the number of wounded that had camped out there after the Battle of Shiloh. For those not familiar with the United States Civil War, the death toll at Shiloh was 23,000, one of the highest numbers ever experienced in any battle during any war in United States history. The Confederate Army retreated twenty-two miles to the south into the town of Corinth, giving Corinth three severe blows in a very short time frame. The events of 1862 and 1863 almost caused Corinth to evaporate.
The town elders shrewdly viewed Luetkemeyer’s overture as a very lucrative opportunity. As wiser minds tended to be more prevalent in those days, the town elders were able to negotiate a deal with Luetkemeyer, but with one stipulation: they sought some form of recognition for their town. It was agreed upon that the final product was to give a nod to the town of Corinth, as they sought some degree of name recognition in an effort to lure more businesses and people to relocate there.
Luetkemeyer became quite wealthy from using the process Carver discovered in making leather. And, as per his agreement, Luetkemeyer marketed his product as Corinthian Leather.
You now know the true origins of this most high quality product.
A few months ago I was watching Spy Kids 3 with my kids and Ricardo Matalban was in it. Thanks to CC I actually laughed at the bad Corinthian Leather joke he made. I vaguely recalled the term from my childhood but wouldn’t have been able to clearly place it without this site. It totally made the movie worthwhile. Now after learning this new bit of history I may have to go back and watch it again, as I have a whole new level of respect for Ricardo. Stallone and Clooney were also excellent in it, possibly the best performances of their careers.
I never saw that movie. Was there also a Khaaaaaaaan! joke?
Another tasty bit of arcane knowledge to add to my already overloaded personal “hard drive”! 🙂
Great article, but I’m guessing that there is a reason it is posted on this date. Should we not take it as the gospel truth?
especially when ‘Corinthian Leather’ was sourced from Newark NJ – and just a Chrysler marketing ploy. No real ‘process’ needed. Nice AFD joke though!
Just reading this reminded me if my visit to that plant back in 1992 when I was working as a sales engineer for Carrier. It’s off Route 21 before Nutley. The smell on the production floor was unbearable.
Happy april fools 😛
Whether true or not, it was a very well written and fun to read!
+1!!
And all along I thought it was named after Corinthia, daughter of the Duke of Cordoba. What is it about the 2nd of April here in Melbourne Australia? I’m learning so much more about automotive history today.
April 2 is “Scholar Day” in Victoria. I’m just here to help.
Thanks Jason. At first I was sceptical, but then I googled ‘Trygve Luetkemeyer’ and your article came up first, which just proves its true.
Scholar Day? Wow, I just learned something else.
I read on “another” automotive website that the Chinese automaker Guangzhou Automobile Group Ltd has plans to import a luxury version of its legendary High Spirited Happy Car to the US and Canada. For the American market, they will be re-naming it the GAG LTD. One of the features of the GAG LTD is said to be upholstery made out of a cheap knock off of Corinthian Leather called “Korinthian Leather.” That’s right, they’ll just spell it with a “K” instead to avoid copyright issues. Oh, how I hate cynical marketing strategies…
Chery. In certain typefaces, it looks just like the word ‘Oldsmobile’.
Oh, the plot thickens. GAG also plans to import their new crossover vehicle the GAG Reflex, with “Korinthian” leather standard.
Silly me, I had always understood that Corinthian leather was a special product hand-produced by monks in European monasteries. Who would have thought that this special leather was actually a product of the southern U.S. I’m surprised that it has never been referred to in country music, but then I remembered Merle Haggard’s famous tune about Red Necks, White Socks and Blue Corinthian Leather.
So when can we expect a National Geographic type article on the wild Naugha and the efforts to conserve it after nearly being wiped out in the 1960s?
Your skill at mock seriousness with extensive plausible-sounding historical detail is quite impressive. It reminds me of the work of Wallace Reyburn, author of “Bust-Up: The Uplifting Tale of Otto Titzling and the Development of the Bra” (source of the famous incorrect Trivial Pursuit question) and “Flushed With Pride: The Story of Thomas Crapper.” I admit that I own copies of both books.
Thank you! When I saw the newspaper box, the whole thing instantly formed in my head. This has been on the shelf for over six months.
Nice try Jason, but you’re not going to fool all the people with this ridiculous concoction. I say this because I’ve been aware of the true origin of “Corinthian Leather” since I was a very young child in Austria. Here’s the real story:
It’s actually “Carinthian Leather”, named after Carinthia, one of the states of Austria. Needless to say, Ricardo mangled that one on his first commercial, and when no one caught it, they were stuck with it.
How did I become familiar with Carinthian Leather? Because our mother would buy my brother and I new lederhosen (traditional leather shorts) every spring, and then have us wear them all summer long, which had the twin benefits of reducing her laundry load (done by hand back then), as well providing the family with some well-needed additional income, when the Carinthian Leather buyers would make their annual trek into Tirol and the other mountain provinces in the fall, when school started, buying up all the well used and softened-up lederhosen.
We were encouraged be as rough on our lederhosen as possible, and to wipe our greasy hands after eating on our lederhosen instead of washing them, as that added to the softening effect and that shiny glow. But the highest prices were paid for the lederhosen of very young boys, because they were likely to have had a few accidents in them. Urine is a key ingredient in creating the most select grades of Carinthian Leather.
My father made a point to create situations that would most likely cause spontaneous urination, and we either just sucked it up, or if it was too obvious, hang them up to dry for an hour or two, and put them back on.
My older brother was even forced to sleep in his lederhosen, as he had a known tendency to night time bed-wetting. My mother used to put me to bed with a large glass of milk, but to no avail. That meant that I was more likely to be the victim of a surprise daytime effort at lederhosen-wetting, but I’ll spare you the details here.
It was all for a good cause: In 1960, Carinthian Leather Prices shot up, due to its use for the first time in an American car (Chrysler 300E convertible), and the money my parents made from selling our 1960 summer-season lederhosen was enough to buy tickets for the whole family to emigrate to the US.
Thank you Chrysler, for ending this cycle of exploitation, although I hate to think of all the Tirolean and Carinthian boys who were under intense pressure to make top-grade Carinthian leather out of their lederhosen during the Cordoba years.
Wow, think of the cosmic implications – if Paul sits in a certain old Chrysler, his ass could be on the same piece of leather processed by – his ass. Is this anything like that mother and child reunion that Paul Simon sang about in the early 70s? Like, Wow, man.
This is truly inspirational. Yes, I did come across this during my backbreaking research for this article, but never put 2 and 2 together. Shame on me.
If I were your parents, I would be quite proud of you and your brother…truly, how many people can say that as pre-pubescents, they were able to piss their family to another country?
“The new SMALL Chrysler”
Uh, yeah… about that.
Yes, pathetic isn’t it? They sullied the Chrysler name by sticking it on a little B-body after advertising not long before that they weren’t going to follow their competitors downmarket. The beginning of a slippery slope….
Finally, after years of misinformation about Fine Corinthian leather being spread by the secret dark forces at Ford, someone sets the record straight. I always knew that the rumor that Corinthian was just another cheap leather processing technique that was off gassing and killing owners was just a fiendish scare tactic.
I would seek the professional help of a witness protection program before the dark forces find you. Harry Bennett III was recently released, I’m glad I’m not you.
Your bravery in service to CC should get you consideration for Paul’s top compensation program next year.
Thank you so much.
If you noticed, I didn’t say anything about what I am being compensated in the other thread as I didn’t want anyone to think they were being shortchanged.
Finally, after years of misinformation about Fine Corinthian leather…
One of those pieces of misinformation about the Cordoba’s interior is that it was “fine Corinthian leather”; or “rich Corinthian leather.” In the original commercials, the actual phrase Senor Montalban used was “soft Corinthian leather.”
A guy armed with that arcane info can win a lot of bar bets. Almost all takers will guess either “fine” or “rich”; hardly anybody remembers that the correct answer was “soft.”
Simply not true. Search YouTube for 1980 Cordova commercial. “Rich C leather”
Thanks for that…now my head hurts….
haha 2 beautifully crafted tales of ridiculous drivel! Gotta love the CC!
And I wouldn’t mind having a round headlite Cordoba with ‘fine Corinthian laaaather’ buckets!
A fascinating topic and important reminder that you learn something new every day at Curbside Classic.
Jason I think this would be just as interesting to your Fit at 40 audiences as it is to the readers here at CC. Keep up the good work and thanks for sharing.
The response by the Fit at 40 clientele has been astonishing. Thank you so much for your kind words.
Oops, time for my 5 pm protein shake!
I totally read that as “Fiat at 40” and did a double-take when you mentioned the protein shake.
In the day I used to say my ’63 LeSabre has “Fine Michigan Vinyl”
I had a 67 Chevy with CaMarrokide. 😉
Well done Mr Shafer, well done. 😉
Say anything about Corinthian (Carinthian?) leather, but it held up. I saw some pretty used up Cordobas in my time, and their leather seats had held up remarkably.
Working for Chrysler at the time when Corinthian leather was introduced we understood that it was a name of the leather that was used I know it was very soft and pliable. It turned into a advertising windfall for Chrysler Corporation and they had the right man to promote it Ricardo Montalban. And may I say that’s just about the finest male in the whole world except maybe for a sweet female.
Glad I wore my knee high Corinthian leather boots for this one. Nice job, Jason. Missed this the first time around.
Let’s have Ricardo explain it….. (8:35)
Has there ever been another man as charming and cultured? I think not.
He is the real Most Interesting Man In The World! Funny anecdote too. I spent much time in high school cruising in a buddy’s 77 Cordoba and always thought the very comfortable seats were a soft vinyl. Classy guy and classy car from a long gone era.
In addition to the hugely successful ‘Corinthian leather’ Cordoba campaign, Chrysler also had another great (but not as well remembered) marketing program at the same time when they used crooner Jack Jones to sing about New Yorkers.
In fact, I wonder if the Jack Jones commercials helped do the Imperial in. The big Imperial’s last year might have technically been 1975 but it was effectively continued for 1976 as the decontented New Yorker Brougham, which sold much, much better (and at a higher price when loaded up to Imperial levels)..
Who could forget Louis Jourdan’s convincing pitch for the fine Dodge Monaco:
No Corintian leather here, but a bold fabric that was nonetheless elegant and in good taste. So he says……
I think the Monaco and Cordoba shared the same front bumper and windshield. Maybe Louis should have thrown that into the pitch too.
In Australia, what was billed as the “Chrysler by Chrysler” featured “Carpathian Elm”
fake wood. The Corinthian leather spin off down under?
This story sounds like something Calvin’s dad (of “Calvin and Hobbes”) would tell his son…