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of 11 Little Saint Andrew Street, Charing Cross Road, London, WC2. Telephone: Gerrard 0368-9. Cables: "Elecalvete"
Post-WWI - After War came a social movement known now as Modernism. There was a revolution in the world of ladies’ hairdressing and I. Calvete designed the first practical heaters for permanent-waving. The publicity was the initiative of E. Suter, whose first name “Eugene”, became synonymous with permanent-waving.
For two decades they dominated the hairdressing scene and almost every hairdresser and woman knew the name Eugene and would have been permed with the equipment made by Calvete. He was also involved in the development of early electrical equipment for medical and beauty treatments.
Calvete and his many competitors regularly exhibited at beauty shows and competed in hairdressing competitions. He was ably assisted by hairdressers who used the new techniques to create a range of elegant styles which were the hall-mark of the era.
1929 Advert in British Industries Fair Catalogue as an Optical, Scientific and Photographic Exhibit. Manufacturers of Electro-medical Apparatus and Electrical Equipment for Hairdressers; "Solart" Ultraviolet and "Icalite" Radiant Heat Lamps; Diathermy and "Everay" High-frequency Apparatus; "Icall" and "Champion" Hairdryers and Vibrators; "Icall" Electrical Specialities. (Scientific Section - Stand No. O.33) 
1937 Manufacturing electrical engineers. "Icall" Electrical Products. 
WWII - The War years and advances in technology brought the sudden disappearance of the technique. Modern hairdressers and the women of today are totally unfamiliar with the methods which were so commonplace at that time.
I. Calvete, and Eugene as well, prospered and evolved at first, then vanished with the start of the hostilities of World War II.
Note: The son of I. Calvete has written a book: The Golden Years by Louis Calvete, 255 Pages, ISBN 1897312342, Released 2007-01-25.