Tag Archives: 1948

Ad Campaign – Bass Ski Boots, 1948

Bass is best known for their loafer – the Weejun, but they also made other casual boots including ski boots.   These are typical ski boots of that time, and from all I can tell from looking in vintage catalogs and online searches, ski boots pretty much remained the same from the 1930s through the 1950s.  They were sturdy and very heavy.

Another ad from 1948

I recently found this vintage pair.  They are well worn, but really snazzy.  And if you don’t ski they could be used for a door stop or as a leathal weapon.  They are that heavy.

1937 Montgomery Ward catalog

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Filed under Advertisements, Collecting, Winter Sports

1948 Aladdin Outing Kit





Your Playtime Snack Bar!

Even came in a lightweight aluminum carrying case, complete with salt and pepper shakers.  Just add food and go!

I love this ad and its post-WWII family, playing happily at the lake.  Contrary to the way it looks, Dad IS wearing trunks behind that ball.  The artist just chose an unfortunate color that tends to blend with his skin!

I’ve been thinking about buying a vintage picnic kit, but I have not come across one that sings to me.  I love the red plaids from the 50s and 60s, and so may go with that, but I’m open to suggestion.  I’m also on the lookout for one of those Esso Skotch Kooler jugs with the USA map graphics.  I see them quite often, but the condition is always a problem.

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Filed under Advertisements, Road Trip

1948 at a Winter Resort

I love this ad (For the Santa Fe RR line) for SO many reasons.   First of all the desert looks so warm, even at night.  We’ve been having a glorious warm snap here in the South, but our nights have still been pretty chilly.  Then there’s the setting; New Mexico and Arizona are high on my list of favorite places.  But most of all, I just love the idea of going on a winter vacation.  By looking at pre WWII fashion magazines, you get the idea that just everybody dropped everything on December 26th and headed to somewhere warm.  Entire resort wardrobes were planned in the middle of winter.

But if you were headed to a dude ranch in January, you didn’t shop at Hattie Carnegie or Bergdorf Goodman.  No, you went straight to Abercrombie & Fitch.  Back in those days A&F was an entirely different creature that the mass marketeer of today.  It was a true sportsman’s (And sportswoman’s, too, after 1913) paradise, a one-stop shopping place for adventurers, hunters, explorers, and dude ranchers.  And to get the intrepid travelers in the proper mood, the store itself was decorated to accentuate the merchandise – tents were set up in the store, complete with campfires and wilderness guides.  Now THAT was a shopping experience!

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Filed under Proper Clothing, Vintage Travel

Concerning Vintage Sweaters

I love vintage sweaters;  in fact I got my start in collecting vintage sweaters by looking for vintage cashmere way back in the 1970s. And though I do love them, there are a couple of things about vintage sweaters that really bug me.

1.  They tend to have holes.  I can deal with a few holes, and I’ve gotten pretty goood at repairing them so that the sweater in question is wearable.  But the tendency of a sweater to get holes really cuts its life short.  Many people won’t fool with a holey sweater, puttting it in the trash instead of the Goodwill bin.  And of course the ones that do make it to the bin are weeded out by the workers.  So I suspect that an awful lot of vintage sweaters have been trashed over the years, all for the sake of a few holes.

2. They are very hard to place a date on.  The Catalina ad above dates from 1948 but the styling of the blue cable knit and the red twin set are so “classic” that they could be worn anythime from the 30s through the present day.  (except maybe the 1980s, but with the help of a Bedazzler, perhaps they would have worked!)  Only the patterned sweater really seems dated as a vintage 1940s  piece.

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Filed under Sportswear, Vintage Clothing

It’s Leaf-Time in Tarheelia

This reminder is brought to us from the North Carolina Department of Conservation and Development, by way of the September 1948 issue of Holiday magazine.  The second paragraph describes today to a T… Crisp autumn air, warmed by golden sunshine

The ad makes a big deal of the riding and dude ranches in WNC, and for many years this was a riding center.  Today that part of the tourist industry is more or less just a memory, with only a handful of “ranches” still open.

You will, however, still find the odd Cherokee man wearing a full Sioux headdress, waiting to pose with the kids for a $10 tip.

The little drawing at the bottom is the parking lot at Newfound Gap, in the Great Smoky Mountains National Park.  I read somewhere that the Great Smokies is the most visited national park in the country, and that only a small percentage of visitors get more than 100 feet from their cars.  It’s kind of a drive-through park, with Cherokee, NC on one end and Gatlinburg, TN on the other.  On a lucky day, a visitor will even see a bear or two, which wander down to the road in search of food.  Quite unbelievably, this is the time when some visitors choose to leave their cars, in order to get a closer look at the creature.  Trust me, that is NOT a good idea.

I went through the park on Tuesday, and like most folks, I barely left my car.  But I chose the route, not because it was fast or convenient, but because of this:

The view from the Newfound Gap parking lot, and where I ate my dinner.

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Filed under North Carolina

Ever Drive Down this Famous Street?


Before TV and that catchy “See the USA in a Chevrolet…” song, the ad slogan for Chevy was “Ever Drive Down this Famous Street?”  And the ad would show people in their new Chevrolet having a great time driving.

This is Wilshire Boulevard as it winds around the lake at MacArthur Park, circa 1948.  Looks like they are having a great time, with the wind in the dog’s fur and the smiling tow-headed boys in the back seat.  I tried to find a recent photograph taken from the same place, but couldn’t find one. I’m guessing that no one has the courage to actually get that close to such a busy LA street.

Or it could be that no one has the courage to get that close to crime-infested MacArthur Park, though I’ve read that the situation there is greatly improved in the past few summers.

The ad is from Holiday magazine, July, 1948.

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Filed under Road Trip, Vintage Travel