were estimated by Time magazine to be $15 million a year. Sears-Roebuck, which had sold toupées as early as 1900 via its mail order catalog, tried to tap into the market by sending out 30,000 special catalogs by direct mail to a targeted list, advertising "career winning" hair products manufactured by Joseph Fleischer & Co., a respected wig manufacturer. Toupées continued to be advertised in print, likely with heavier media buys taking place in magazines with the appropriate male demographic. A typical "advertorial" can be found in Modern Mechanix . By 1970, Time magazine estimated that in the U.S., toupées were worn by more than 2.5 million men out of 17–20 million balding men. The increase was chalked up once again to further improvements in hairpiece technology, a desire to seem more youthful, and the long hairstyles that were increasingly in fashion. 21st century Toupée and wig manufacture is no longer centered in the U.S., but in Asia. Aderans, based in Japan, is one of the world’s largest wigmakers, with 35% share of the Japanese domestic market. From 2002 to 2004, new orders from Aderans's male customers (both domestic and international) slipped by 30%. Researchers at both the Daiwa Institute and Nomura Research – two key Japanese economic research institutes – conclude that there is "no sign of a recovery" for the toupée industry. Sales for male wearers have continued to fall at Aderans in every year since, aside from 2016 where they increased slightly. These numbers confirm the media consensus that toupée use is in decline overall. Manufacture Toupées are often custom made to the needs of the wearer, and can be manufactured using either synthetic or human hair. Toupées are usually held to one's head using an adhesive, but the cheaper versions often merely use an elastic band. Toupée manufacture is often done at the local level by a craftsman, but large wig manufacturers also produce toupées. Both individuals and large firms have constantly innovated to produce better quality toupées and toupée material, with over 60 patents for toupées. and over 260 for hairpieces filed at the U.S. Patent Office since 1790. The first patent for a toupée was filed in 1921, and the first patent for a "hairpiece" was filed in 1956. Hair weaves Hair weaves are a technique in which the toupée's base is then woven into whatever natural hair the wearer retains. While this may