Wednesday, May 6, 2020

Apparel Arts - The Summer of 1934

Published from 1931 - 1957, Apparel Arts was a large format (11x14) book sold to haberdashers and often displayed in store for consultation of both salesman and buyer. The Italian Gruppo GFT reprint of 1989 consists of three volumes in a slip case.

Volume 3 is a reprint of the Summer 1934 issue. Advertising opened the issue with editorial a good quarter of the way in. Advertising comes back at the end and closes the issue often with an ad for the sister magazine, Esquire. Much of the impact is lost on line due to the size and color of hard copy. They are a joy to hold and read.





Advertising kicks each issue off. There seems to be two types. Fantasy and informational.



Fantasy



Informational




Fantasy



Informational









For Trad combination go to opposing color on wheel above





The center circle is the suit, next circle the shirt options and outer circle is for neck wear. Not an "Outfit" selector as much as an inspiration of how color and pattern works.






If you can read a cookbook - you can cook. Same idea here.




Seersucker is still a great idea what with global warming. I'm convinced Satan wears it. I'm guessing it's half lined and bespoke.




Fabric samples came with the original issues but are replaced with photographs in the Gruppo reprint.




Not the kit for Summer tennis in my home town but man does does it look good.




Capper & Capper was at Wabash and Madison in the Chicago loop. Bought my first fedora there in 1988. Monogrammed sweat band done in the store. I'll never forget it.




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