(VEHON, Morris]. Royal [Tailors] made to measure clothes. Perfect fit, highest quality fabrics and tailoring guaranteed. [Tin lithograph-illustrated counter display sample case emblazoned with beautiful colour illustration of Royal Tiger, with sample cards displaying fabric samples, most with Tiger image]. Chicago: Royal Tailors, Advertising Metal Display Company, [ca. 1934]. Original tin-lithographed counter display sample case divided into two compartments, with lid that folds down, 16.5 x 11.25 x 4.25 in. when the lid is closed, lid is 8.5 x 16.5 in. in size and pivots on each end. 70 sample cards of thick card stock, printed borders, most with Royal Tailors Tiger logo in corner, w/ 88 original textile fabric samples tipped-in of wool, wool over coating fabrics, worsted, cheviot, wool blends, and wool felts (minor damp stain to back of 1 card, minor edge wear to 1 sample, some crackling to the litho image on raised lid, creasing down the center from rubbing against the divider), still a remarkable exemplar. First edition of this scarce and unusually complete salesman sample case for woolen fabrics used in men’s suits, overcoats, pants, and even women’s raincoats and overcoats in the 1930s. Prior to the founding of the Advertising Metal Display Company in 1932, these Royal Tailors counter display advertising cases were usually made from wood covered in paper, or book cloth, and thick press board. The application of colour lithography to pressed metal made for a very durable, and lightweight display case which appeared modern and appealing in the 1930s. The woolens in this display appear to have been intended for Fall and Winter as the majority are darker colours, and include many versions of coat and over coating wool blends. The catalogue offers invaluable tactile textual reference for the colours and fabrics during the era of fashion influenced by the elegance and glamor of Hollywood films at the time. Joseph Vehon (1834-1918) was a pioneer in the idea of wholesale merchant tailoring, and built one of the largest firms of its type in the world. He had immigrated from Poland to the United States just before the Civil War, and initially founded a dry goods store which failed, and began building a thriving business across eastern Texas as a traveling store with large wagons of stock. He later established his clothing store in Iowa in 1870, and was one of the first to offer a money back guarantee if the customer was not satisfied. His business took off, and within 20 years was building an empire which would expand to over 10,000 towns and cities across the United States. His children Morris Vehon (1876-1950), and Emma Vehon, continued to build and expand upon the company success employing over 2000 tailors and seamstresses at its height. No examples located in Worldcat.
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