Cohama cravats: presenting the Cohama Cravat plan -- based on the idea of a consumer-advertised and labeled tie to retail at one dollar. . . .
194061451New York: Cohama Cravats United Merchants & Manufacturers 1412 Broadway 1940. Atlas folio. 13 x 18 in. 34 pp unpaginated. printed on thick tan paper stock with 21 different tipped-in advertising promotional samples including camera-ready newspaper ads sample window & counter display cards and folded promotional brochures for mailing each to be imprinted with the retailer’s name order book tucked into rear pocket mounted on last leaf. Tan boards plastic-comb binding to spine minor bumping to couple corners some dustsoiling minor chipping to foot of spine still a VG bright exemplar. First edition of this exceedingly scarce sales and advertising catalogue designed to present the 1940 plan by the company for their $ 1.00 men’s cravat ties. Featured are the proposed newspaper ad lines for the six different Cohama Cravats in the Spring & Summer including the Briar Bahama Camelot Rangoon Gamester and Seminole. American tie manufacturing emerged as a significant force at the end of the Jazz Age and through the 1930’s as their popularity grew world wide for their heavy use of colours vivid patterns and breaking away from the more sedate colour palate of the British tie industry. Contributing to the explosion of tie manufacturing in the 1930s and 1940s were the need by many men during the Great Depression and then the War years to change their fashion look by adding a decorative tie rather than buying a new suit or set of clothes. The Duke of Windsor heavily influenced ties styles and wearers by not only developing the Windsor knot but also wearing them with many different types of clothing. Cohama was a trademark of United Merchants which was a textile firm originally founded in 1912 as the Cohn-Hall-Marx Co. merging with United Merchants in 1928 and later clothing chains across the East and South through World War II. No copies located in Worldcat; See: Gibbings The tie trends and traditions 1990. Cohama Cravats, United Merchants & Manufacturers, 1412 Broadway, hardcover
Zephyr Used & Rare Books · États-Unis475,00 $US≈ 401,90 €
