Category Archives: Ad Campaign

Ad Campaign – Ship ‘n Shore, 1957

Ship ‘n Shore fashion talks embroidery behind your back

Since we all loved the Ship ‘n Shore blouses from 1953, I thought I might share some from a few years later – 1957.   Like the earlier blouses, these all have a small detail that makes each special, whether it is a line of embroidery down the back or a pocket stitched up like a maze, or a notch cut out of a sleeve.  I can see why the products from this company were so popular.  They were nicely designed and sold for a reasonable price ($3.98 equals $32.49 today).

I’ve now got plans to make that blue blouse.  That is my favorite collar, and I just can’t resist those sleeves.

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Ad Campaign – Ship ‘n Shore, 1953

More here than meets the eye…

Ship ‘n Shore tailoring is so kind to the curve of an armhole… so generous where a shirt-sleeve meets a shoulder… no wonder it brings out the best in fine fabrics! 

Ship ‘n Shore is another of those brands from the mid twentieth century that despite being a big deal then, is all but forgotten today.  At $2.98 ($26.60) today, the line was affordable, but even from a photo one can tell this was a quality product.

One of my very favorite fashion details is a mitered collar in a stripe.  That collar took expert precision in cutting and in sewing.  And I also love the contrast of the horizontal placket against the vertical stripe.  And even though we can’t see it, we are assured by the ad that the curve of the armhole is properly cut.  Today you can easily find a sleeveless blouse for less than $26.60, but not with this quality.

Ship ‘n Shore was founded in 1916 as the Susquehanna Waist Company in Susquehanna, Pennsylvania, by Samuel Netzky.  You might know that a waist was what we would today call a blouse, and even though the company ventured into making other women’s garments, the blouse was their mainstay.  According to an article that quoted a great-grandson of Netzky, the company changed its name to Ship ‘n Shore in 1954, though it is apparent from this ad that they were using the name before that date.  The US Trademark site gives 1939 as the first use of the Ship ‘n Shore name by the company.

The Netzky family sold the business in 1977, and it was eventually bought by Montgomery Ward.  In 2002 some of the Netzky family purchased the rights to the name from Montgomery Ward.  They formed a corporation, SWC Enterprises, Incorporated, and began plans to revive the label.  In the article I found I thought this bit was very interesting:

To understand what customers want today, SWC conducted market research with two groups of women, ages 35 to 49 and ages 50 and up, and found a desire for moderately priced clothing that looks youthful but not dowdy and fits women’s bodies better as they age, he said.

“There was a sea of complaints about styles of clothing for the age 35-plus woman,” Schwartz said.

Unfortunately, it looks as if the plan did not materialize, as today the trademark status is dead, and I could find nothing about SWC after 2003.  Now that is a real loss opportunity for the plus 35 set.

I have a few more great Ship ‘n Shore ads I’ll be sharing in the next few weeks.

Information from Philly.com, accessed April 16, 2014.

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Ad Campaign – Kedettes, 1950

This Kedettes ad from 1950s is interesting because of what it does not say.  There is virtually no ad copy, only the styles, the prices, and a note that the shoes are washable.  But read the illustration, which says that Kedettes are just right for a casual date at the soda shop.

You might have noticed that colored rubber soles are pretty hot right now.  You see them quite a bit on athletic shoes, of course, but makers of street shoes, like Cole Haan have added them to oxfords  and loafers.  It rather nice seeing the same trend from 64 years ago.  There really isn’t much new under the fashion sun.

 

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Ad Campaign – Hockanum, 1948

TROPIC SEA… the new blue with the sparkle of a holiday mood..by Hockanum, makers of beauty, quality and lasting wear.

If this East Coast weather continues, it looks like it will be coats at the beach this summer.  I love the Tropic Sea color with that touch of green at the neck.  I can’t help but wonder if the “sparkle of a holiday mood” is literal or figurative.

But what I love the most about this ad is how Hockanum bills itself as “makers of beauty…”  They really cut to the heart of the matter, because I think what people really want and need is more beauty in their lives.  And that includes the fabric of one’s coat.

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Ad Campaign – Fuller Fabrics Playtone, 1952

Playtone is color.  Playtone is texture. Playtone is Fuller Fabrics brilliant cotton with the crinkle that never needs ironing – and America’s playtime favorite.  In playclothes and by the yard in leading stores.  Beachcoat by Claire McCardell.

Crinkled cotton, and later crinkled synthetics, have gone in and out of fashion over the years.  I can remember a heavy crinkled cotton that was popular in the late 1970s.  I made a safari style suit of it and wore it for years and years until my sister shamed me into retiring it. (Something about the only people still using that fabric was the old ladies’ department at Walmart.)

I’m not really seeing the crinkle in that wonderful Claire McCardell beachcoat.  It looks like a smooth broadcloth to me.  But isn’t the coat great with the diagonal pockets and all that contrasting top-stitching?

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Ad Campaign, Matson Line, 1937

Hawaii

The latest celebrity to linger at Waikiki.  Expectant stay-at-homes this Christmas will mourn the defection of their dear Kris

…the beloved old humbug slipped off on a Matson-Oceanic liner bound for Hawaii…

Okay, I know it is way past Christmas, but I’m with Kris.  This winter has gone on long enough, and I’m not even in the frozen North.  So this week’s ad is to remind us all that it is summer somewhere, and it will soon be warmer here.

 

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Ad Campaign – Ocean Bathing Suits, 1925

Bright!  Brilliant colors in knitted blazer stripes… bright touches of piping in silk suits… bizarre embroidery over dark tone jersey… sea side and lake shore will throb with the color of smart bathing costumes.   Ocean Suits interpret the mode without over-stepping the dictates of good taste.

So comforting to know that “bizarre embroidery” does not over-step “the dictates of good taste!”

I’m posting this ad today mainly because I was so happy to see the order blank for The Crawl.  You might recall that I have this little book in my collection.  It is always nice to find an reference to an item like this booklet in a period publication.

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