01/06/2026 · History of innovation

From the burdock to the hook and loop closure and the Velcro brand

In 1941, George de Mestral observed how the burdock seeds adhered to his dog’s clothes and hair. When studying their small hooks, he found an idea that would end up becoming a closing system for everyday use. The history of hook and loop closure allows you to understand how technical research, industrialization and branding are complemented.

See original publication on LinkedIn (3/10/2026)

Turn an observation into a product

Reproducing the natural mechanism required testing, choosing materials and developing manufacturing processes.

According to Velcro Companies, De Mestral applied for a Swiss patent in 1951, which was granted in 1954.

The name Velcro comes from French words related to velvet and hook. Over time, the closure was used in clothing, industry and space activities. Its history shows that an innovation may need years of development before reaching the market.

Patent and brand fulfill different functions

The patent protects a technical solution for a limited period and by meeting legal requirements. The brand identifies the business origin of the products or services and can be renewed. Therefore, that a patent expires does not mean that the associated brand is free.

Companies must correctly use their brands, differentiating them from the generic name of the product and preventing them from losing their identifier function.

An innovation strategy should study what technical knowledge to protect, which ones to keep reserved and how to identify the product on the market. At Premark we help coordinate the protection of the invention with its commercial identity.