Unlike Ascher with his hand-printed fabrics, David Whitehead Fabrics printed Moore’s textiles using a semi-automated process, in which the lengths of fabric were fed mechanically beneath a series of flat printing screens. This method was faster than hand printing, but slower than fully automated rotary screen printing. It was a less expensive and less labour- intensive process than printing by hand, yet retained a painterly effect in the fabric. This was in line with the philosophy ‘the cheap need not be cheap and nasty’, as espoused by the company’s director John Murray in 1948. Murray left the organisation in 1952 and was replaced by Tom Mellor, who – inspired by the 1953 exhibition Painting into Textiles held at the Institute of Contemporary Arts – produced two of Moore’s designs for fabrics (see TEX 23) as well as others by Donald Hamilton Fraser, Cawthra Mulock, John Piper, William Scott and Paule Vézelay.