It's SURFA-TONE the Rubber Paint! In the "antique color" series here, I generally tell a bit of company history, but a brief search is all it took to learn there are too many variations of the "Tex" name in companies. This one was based in Newark, New Jersey and has probably morphed into some other company by now. The history is as murky as the waters around Newark. You know, as you drive towards the big apple you go through a dead zone of swamp before hitting the tunnel? That murky chemical blend THING?
Search for "Rubberized Paint" and that goofy "Flex Seal" product is what you'll find first. You know, the guy who paints the bottom of his boat and scoots over the alligators without springing a leak! I love when he dips his tools into it and makes a hand-grip like magic!
Now I suspect this product was invented for the parents of the baby boomers. They all got tired of rubbing crayon off the walls, so they sealed it off with this magic covering. I've run my fingers over the paint chips here, and it does feel a bit different. Oddly, the patter here claims you can wash off lipstick too! Who kisses a wall?
Surfa-Tone Wall Finish by Tex Products. No Date (c. 1960?) Mid-Century Modern Wall Covering pamphlet. Collection Jim Linderman