Starch’s possibilities for fashionable discomfort were already being translated into increasingly exotic ruffs

From Shakespeare The World as Stage by Bill Bryson.  Chapter 3 page 53.

Many used the building [the original St. Paul's] as a shortcut, particularly when it rained. The desire to retire indoors was motivated by fashion as much as any sudden interest in comfort. Starch, a stylish new item just making its way into England from France, notoriously wilted in rain. Starch’s possibilities for fashionable discomfort were already being translated into increasingly exotic ruffs, soon to be known as piccadills (or peckadills, pickadailles, picardillos, or any of about twenty other variants), from which ultimately would come the name “Piccadilly,” and these grew “every day worser and worser” as one contemporary glumly noted.* Moreover, dyes were not yet colorfast, or even close to it, adding a further powerful incentive to stay dry.

* The word piccadill was first recorded by the playwright Thomas Dekker in 1607 in Northward Ho. Eventually a house near the modern Trafalgar Square became informally but popularly known as Piccadilly Hall, possibly because its owner made his money selling piccadills. The street running west toward Hyde Park took its name from the hall, not the ruffs.