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b'16 \\u015eubat 1937 tarihinde,\\xa0Wallace Hume Carothers adl\\u0131 bir kimyager, \\xe7al\\u0131\\u015ft\\u0131\\u011f\\u0131 Dupont \\u015firketi ad\\u0131na \\u201cnaylon\\u201d ad\\u0131 verilen yeni bir malzemenin patent sahibi oldu. Bulu\\u015funun\\xa0ticari de\\u011feriyle ilgili baz\\u0131 hayaller kurmu\\u015f olsa gerek;\\xa0ama nas\\u0131l bir k\\xfclt\\xfcrel etki yarataca\\u011f\\u0131na dair muhtemelen hi\\xe7bir fikri yoktu.\\n\\n\\n\\nCarothers, \\u201cPolimer 6-6\\u201d ad\\u0131n\\u0131 verdi\\u011fi ilk naylonu \\xfcretmeyi, Dupont\'ta i\\u015fe ba\\u015flamas\\u0131ndan be\\u015f y\\u0131l sonra, 1935\\u2019te ba\\u015fard\\u0131. Malzeme hem esnekli\\u011fi hem de sa\\u011flaml\\u0131\\u011f\\u0131 bak\\u0131m\\u0131ndan arzu edilen t\\xfcm kriterleri kar\\u015f\\u0131l\\u0131yordu. \\u201cNaylon\\u201d ismi tamamen keyfi bir isimdi. Sonundaki \\u201c-on\\u201d eki iplik \\xfcretmekte kullan\\u0131lan di\\u011fer malzemelere, pamu\\u011fa (yani \\u201cCotton\\u201da) ve bitkisel ipe\\u011fe (yani rayona) benzesin diye eklenmi\\u015fti. Ba\\u015ftaki N, Y ve L harflerinin New York ve Londra\'y\\u0131 temsil etti\\u011fine dair baz\\u0131 s\\xf6ylentiler olsa da, ismin tam anlam\\u0131yla nereden geldi\\u011fini bilmiyoruz. Bildi\\u011fimiz \\u015fey, naylona o d\\xf6nemde \\xe7ok fazla \\xfcmit ba\\u011fland\\u0131\\u011f\\u0131. Zira Japonya\\u2019dan\\xa0yap\\u0131lan\\xa0ipek ithalat\\u0131n\\u0131 d\\xfc\\u015f\\xfcrmesi bekleniyordu ve bu nedenle\\xa0ABD h\\xfck\\xfcmeti de naylon hakk\\u0131ndaki\\xa0geli\\u015fmeleri ilgiyle izliyenler aras\\u0131ndayd\\u0131.\\n\\nHakk\\u0131n\\u0131 vermek laz\\u0131m: Dupont\\xa0bulu\\u015funu harika pazarlam\\u0131\\u015f, hem h\\xfck\\xfcmette hem de sekt\\xf6rde \\u201cipekten daha iyi bir malzeme oldu\\u011fu\\u201d y\\xf6n\\xfcnde epey beklenti yaratm\\u0131\\u015ft\\u0131.\\xa0\\u201c\\u0130nsan elinden \\xe7\\u0131km\\u0131\\u015f ilk yapay tekstil ipli\\u011fi\\u201d ve \\u201c\\xc7elik kadar g\\xfc\\xe7l\\xfc, \\xf6r\\xfcmcek a\\u011f\\u0131 kadar ince\\u201d sloganlar\\u0131yla duyurulan icat, \\xf6nce fuarlarda tan\\u0131t\\u0131ld\\u0131. Zamanla \\xfcr\\xfcn\\xfcn sa\\u011flaml\\u0131\\u011f\\u0131 hakk\\u0131ndaki\\xa0beklentiler bo\\u015fa \\xe7\\u0131kt\\u0131... G\\xf6r\\xfcnen o ki Dupont bulu\\u015funu fazla abartm\\u0131\\u015ft\\u0131.\\xa0Ancak Dupont, \\xfcr\\xfcn\\xfcn ba\\u015fka bir potansiyelini ke\\u015ffettti: \\u0130pek \\xe7oraplar\\u0131n yerini alabilece\\u011fini! \\xc7\\xfcnk\\xfc ilk partide \\xfcretilen\\xa04000 \\xe7ift\\xa0naylon \\xe7orab\\u0131n tamam\\u0131 tan\\u0131t\\u0131m amac\\u0131yla yap\\u0131lan halka a\\xe7\\u0131k sat\\u0131\\u015fta \\xfc\\xe7 saat kadar k\\u0131sa bir s\\xfcrede t\\xfckenmi\\u015fti.\\xa0Durumu iyi tahlil eden DuPont, pazarlama stratejisini de\\u011fi\\u015ftirdi: Art\\u0131k\\xa0naylonun daha \\xe7ok \\u201cestetik\\u201d ve "pratik" y\\xf6n\\xfcne vurgu yapacakt\\u0131; bu ama\\xe7la olu\\u015fturulan yeni reklam slogan\\u0131 \\u015f\\xf6yleydi:\\n\\n\\u201cE\\u011fer naylonsa daha \\u015f\\u0131kt\\u0131r ve... Aman tanr\\u0131m! Ne kadar da \\xe7abuk kuruyor!\\u201d\\n\\nNaylon \\xe7oraplar k\\u0131sa s\\xfcrede kad\\u0131n giyim modas\\u0131n\\u0131n vazge\\xe7ilmez bir par\\xe7as\\u0131 oldu. Dupont, naylon \\xe7oraplar\\u0131 piyasaya s\\xfcrd\\xfc\\u011f\\xfc ilk y\\u0131l tam 64 milyon \\xe7ift \\xe7orap satmay\\u0131 ba\\u015fard\\u0131. \\u0130pekten k\\xf6t\\xfc performans g\\xf6stermesine ra\\u011fmen fiyat\\u0131 ipe\\u011fin neredeyse iki kat\\u0131yd\\u0131 ama \\xf6yle bir moda olmu\\u015ftu ki, ikinci d\\xfcnya sava\\u015f\\u0131 s\\u0131ras\\u0131ndaki "\\xe7orap k\\u0131tl\\u0131\\u011f\\u0131nda" karaborsaya d\\xfc\\u015fm\\xfc\\u015f, \\xe7ifti 20 dolardan sat\\u0131l\\u0131r olmu\\u015ftu. K\\u0131tl\\u0131\\u011f\\u0131n sebebi Dupont\'un\\xa01942 y\\u0131l\\u0131 ba\\u015flar\\u0131nda kad\\u0131n giyim \\xfcr\\xfcnleri \\xfcretmeyi durdurarak ABD ordusu i\\xe7in para\\u015f\\xfct ve \\xe7ad\\u0131r \\xfcretmeye ba\\u015flamas\\u0131yd\\u0131. Japonya\'n\\u0131n ABD\'ye ipek ihracat\\u0131n\\u0131 durdurmas\\u0131, ipek \\xe7orap bulmay\\u0131 da imk\\xe2ns\\u0131z hale getirmi\\u015fti. \\xc7ok daha seksi oldu\\u011fu d\\xfc\\u015f\\xfcn\\xfclen naylon \\xe7orap tutkusu o kadar yayg\\u0131nd\\u0131 ki, baz\\u0131 kad\\u0131nlar\\xa0bacaklar\\u0131n\\u0131 koyu renge boyay\\u0131p bacak arkalar\\u0131na kalemle \\xe7izgi \\xe7ekip,\\xa0\\xe7orap ill\\xfczyonu yarat\\u0131yorlard\\u0131.\\n\\nHasret 1946 y\\u0131l\\u0131nda Dupont\'un tekrar \\xe7orap \\xfcretmesiyle sona erdi sanmay\\u0131n... \\u015eirket\\xa0piyasan\\u0131n talebini kar\\u015f\\u0131lamakta epey g\\xfc\\xe7l\\xfck\\xa0ya\\u015fad\\u0131. \\xd6yle ki, bir defas\\u0131nda 13.000 adet \\xe7orap i\\xe7in tam 40.000 ki\\u015fi s\\u0131raya girmi\\u015f, \\xe7oraplara eri\\u015fmek isteyen kad\\u0131nlar birbirlerini ezerek tarihe \\u201cNaylon Ayaklanmas\\u0131\\u201d olarak ge\\xe7en izdihama neden olmu\\u015ftu. DuPont \\xe7orap talebini kar\\u015f\\u0131layamay\\u0131nca dava tehdidiyle kar\\u015f\\u0131 kar\\u015f\\u0131ya kald\\u0131 ve 1951\\xa0y\\u0131l\\u0131nda \\xfcretim lisans\\u0131n\\u0131 payla\\u015fmaya,\\xa0yani ba\\u015fka \\u015firketlerin de naylon \\xfcretmesine raz\\u0131 oldu.\\n\\nG\\xfcn\\xfcm\\xfczde naylon ve t\\xfcrevleri giyimden ambalajlamaya, tesisat elemanlar\\u0131ndan sa\\u011fl\\u0131k \\xfcr\\xfcnlerine kadar g\\xfcndelik hayat\\u0131m\\u0131zdaki pek \\xe7ok \\u015feyde\\xa0kullan\\u0131l\\u0131yor. 2013 y\\u0131l\\u0131ndaki verilere g\\xf6re k\\xfcresel pazar\\u0131n\\u0131n b\\xfcy\\xfckl\\xfc\\u011f\\xfc y\\u0131ll\\u0131k 20 milyar dolar civar\\u0131nda. \\xc7evreye olan etkileriyse tart\\u0131\\u015fmal\\u0131.\\xa0Yap\\u0131lan bir ara\\u015ft\\u0131rmaya g\\xf6re bir kilogram naylonla bir kilogram y\\xfcn\\xfcn karbon izi birbirine hemen hemen e\\u015fit. Naylonun bir de kolayl\\u0131kla geri d\\xf6n\\xfc\\u015ft\\xfcr\\xfclme avantaj\\u0131 var. E\\u011fer hepimiz geri d\\xf6n\\xfc\\u015f\\xfcm\\xfcne dikkat edersek, naylon pek \\xe7ok malzemeye g\\xf6re ucuz ve hafif bir alternatif.'