Scrunchie

Scrunchie (pronounced skruhn-chee)

An elastic band covered with gathered fabric, used to fasten the hair, as in a ponytail (usually as scrunchie).

1987: The construct was scrunch +‎ -ie.  Scrunch has existed since the early nineteenth century, either an intensive form of crunch; ultimately derived from the onomatopoeia of a crumpling sound or a blend of squeeze +‎ crunch.  The suffix -ie was a variant spelling of -ee, -ey & -y and was used to form diminutive or affectionate forms of nouns or names.  It was used also (sometimes in a derogatory sense to form colloquial nouns signifying the person associated with the suffixed noun or verb (eg bike: bikie, surf: surfie, hood: hoodie etc).  Scrunchie is now used almost exclusively to describe the hair accessory.  Historically, the older form (scrunchy) was used for every other purpose but since the emergence of the new spelling there’s now some overlap.  Never fond of adopting an English coining, in French, the term is élastique à cheveux (hair elastic).  The alternative spelling is scrunchy (used both in error and in commerce).  Scrunchie is a noun; the noun plural is scrunchies.  The adjectives scrunchier & scrunchiest are respectively the comparative & superlative forms of scrunchy; as applied to scrunchies, they would be used to describe a scrunchie's relative degree of scrunchiness (a non-standard noun).

Mean Girls (2004) themed scrunchies are available on-line.

It's not unlikely that in times past, women took elastic bands (or something with similar properties) and added a decorative covering to create their own stylized hair-ties but as a defined product, the scrunchie appears to have first been offered as a commercial product 1963-1964 but the design was not patented until 1987 when night club singer Rommy Hunt Revson (1944–2022) named the hair accessory the Scunci (after her pet toy poodle), the name scrunchie an organic evolution because the fabric "scrunched up".  They were very popular in the 1990s although some factions in the fashion industry disparaged them, especially offended (some people do take this stuff seriously) if seeing them worn on the wrist or ankle.  The scrunchie is a classic case-study in the way such products wax and wane in popularity, something wholly unrelated to their functionality or movements in price; while the elasticity of scrunchies has remained constant, the elasticity of demand is determined not by supply or price but by perceptions of fashionability.  When such a low-cost item becomes suddenly fashionable, influenced by the appearance in pop-culture, use extends to a lower-income demographic which devalues the appeal and the fashion critics declare the thing "a fashion faux pas" and use declines among all but those oblivious of or indifferent to such rulings.  In the way of such things however, products often don't go away but lurk on the edges of respectability, the comebacks variously ironic, part of a retro trend or something engineered by industry, the tactics now including the use of the millions of influencers available for hire.          

The Dinner Scrunchie

A more recent evolution is the enlarged version called the Dinner Scrunchie, so named, the brand suggests, because it's "elevated enough to wear to dinner".  They're available from MyKitsch in black and designer colors and, covered with semi-sheer chiffon, they're eight inches (200mm) in diameter, about the size of a small dinner plate.  Breakfast and lunch scrunchie seem not to be a thing but those gaps in the market are catered to by the Brunch Scrunchie which while larger than most, is smaller and cheaper than the dinner version; it appear to be about the size of a bread & butter plate.    

Rita Ora (b 1990) in fluoro scrunchie, New York City, May 2014.

The most obvious novelty of the bigger scrunchies is of course the large size and because that translates into greater surface area, in the minds of many, thoughts turn immediately to advertising space.  There are possibilities but because of the inherent scrunchiness, they're really not suitable for text displays except perhaps for something simple like X (formerly known as Twitter) although Elon Musk (b 1971) probably thinks whatever else X may require, it's not brand awareness or recognition.  Where a message can be conveyed with something as simple as a color combination (such as the LGBTQQIAAOP's rainbow flag), the scrunchie can be a good billboard.