Bermel advertised handkerchiefs at a perfect time. WWII created the demand for handkerchiefs, which is why they started their brand. The brand was not costly, and became fashionable very easily in multiple ways. During WWII, multi-purpose products were what everyone sought out for. Due to this, their brand has expanded much throughout the years and even more uses for hankies were found. Their innovation is what expanded the brand and captivated the customers.