Elliott White Springs
Adapted from the Springs Family Archives
A Fearless Aviator and War Hero
Elliott White Springs, son of Colonel Leroy Springs, discovered his passion for aviation at age 16 after seeing his first airplane. During World War I, while at Princeton, he joined an Aeroplane Corps to train as a pilot. A fearless and daring aviator, Elliott was selected to fly with the British Royal Flying Corps, later becoming a Royal Air Force squadron commander and earning the Distinguished Flying Cross.
In one harrowing battle, his plane was critically damaged by enemy fire, but he managed to crash-land in British territory despite severe injuries. Returning to the U.S. Army as a flight commander, Elliott became the 148th Squadron's first flying ace, contributing to their record of 66 enemy planes downed with minimal losses. He was awarded the Distinguished Service Cross and became the fifth-ranking American ace of the war. Elliott later served as a lieutenant colonel in World War II, cementing his legacy as a decorated and daring aviator.
Transforming Textiles and Revolutionizing Advertising
After World War I, Elliott White Springs returned to New York to pursue writing before inheriting his father’s Springs Cotton Mills at age 35. Under his leadership, the company evolved into a textile powerhouse spanning 120 years and five family generations. Elliott expanded production from cotton cloth to finished goods and revolutionized marketing with his bold "Springmaid girl" advertising campaign, featuring pin-up art and clever double-entendres. His innovative approach not only boosted sales through the 1940s and 1950s but also influenced the advertising industry's shift toward the now-common "sex sells" strategy.
A Legacy of Leadership and Textile Industry Transformation
Elliott White Springs married Frances Hubbard Ley in 1922 and had two children, Anne Kingsley Springs Close and Leroy “Sonny” Springs II, who tragically died in a plane crash in 1946. Elliott passed away in 1959 at age 63 after leading Springs Cotton Mills to immense growth, increasing its value from $13 million to $138.5 million. Under his leadership, sales grew 19-fold, the workforce nearly tripled, and the company became the most profitable in the U.S. textile industry. Springs Industries thrived until 2007, when it ceased manufacturing in South Carolina and was acquired by Springs Global.
Colonel Elliott White Springs, Legacy of Community and Recreation
Colonel Elliott White Springs prioritized the well-being of his employees and their communities while rebuilding Springs Cotton Mills. He used a significant portion of the company’s war profits to establish programs and facilities focused on health, education, and recreation. As director of recreation, Springs planned events, brought in entertainers, and created spaces like Springmaid Beach in Myrtle Beach, golf courses, parks, and other amenities for workers and residents.
In 1938, he founded Leroy Springs & Company, Inc., which, by 1953, had built numerous recreational facilities. His commitment to enhancing community life continues today through Leroy Springs & Co., which offers recreational, educational, and community programs, including golf courses, the Anne Springs Close Greenway, and Springmaid Mountain. This legacy ensures high-quality opportunities for future generations.