Found on the dust jacket of a Collins 1939 edition of Alice in Wonderland
 this notice:
This book is bound in fadeless Sundour cloth, which can be lightly rubbed with a sponge when soiled, with perfect safety.
The cloth has hardly faded in its 77 year life and does not need sponging. The Sundour company is still going (in Warrington, Lancs) but now deals almost exclusively with  curtains. Its involvement with book cloth seems to have ceased in the 1940s. There is very little online about this and Sundour’s fadeless cloth is mostly mentioned in the more meticulous used bookseller’s lists…
Bit of fading on the Alice, surely? But it has kept well. Thanks for sharing. N