GOLDEN AGE APPAREL ARTS esquire V2 #2 Spring 1933 Swatches! Prince of Wales!
Apparel Arts was the granddaddy of today’s menswear magazines. It would guide the haberdashers on trends and styles six months before its sister publication Esquire, would roll them out for the civilians.
The hard cover, color plates, large format (over 11”x 14”) and wealth of informative detail made it something that a store owner would show to customers, rather than keep it in the back.
For a photo album showing every luscious page, go here:
There is an image of every page (page numbers go up to 193 in this issue).
Articles in this issue include
When Is a Size 34
Fabrics of the Quarter
Beau of Our Time
Wales -- A Study
Wales -- a Mosaic
Rust to the Rescue
Fashion Forecast -- Riding
Fashion Forecast -- Cruise
Fashion Forecast -- Southern
Fashion Forecast -- Men
Fashions of the Quarter
Fashion Forecast -- Boys
Advertisers include both names still present and many long-forgotten: American Hoisery, Bachrach, J.S. Blank, Botany, Cluett, Peabody (Arrow Shirts), Duofold, Fashion Park, Florsheim, Hart Schaffner Marx, Haspel, Hickey-Freeman, Hickock, Interwoven, Johnston & Murphy, Manhattan Shirts, Nunn Bush, Thermo, U. S. Rubber, and Weinberg-Schiller (Oxford, later Oxxford).
Trends displayed in advertisements include exoticism of many stripes: Fu Manchu robes and Deco ties supposedly inspired by the Century of Progress exhibition then on view in Apparel Arts home town of Chicago. A plug by Lew Ayres brings Hollywood glamour to one brand. Checks and plaids are everywhere, on shirts, ties and suitings. Collars attached to shirts are still a novelty; so, alas is pre-shrunk fabric in underwear, as the publisher laments.
The printing of these magazines is at a level of craft that even today's limited edition art mags could not even attempt. Graphic art is a little less inventive; one artistic challenge seems to be how to sell men's underwear and bathing costumes without too strong a hint of sexuality.
It's the end of the Hoover years (FDR was inagurated only in March), and the 'twenties linger in both the graphic design and the style of illustration. The pages are fat with optimism for the spring selling season, but the toughness of the times is clearly on view in one article extensively detailing how cheaply bad boxer shorts are made, and another covering a darker side of the garment industry where shirts are sewn by prison contract labor.
Optimism breaks out in another extensive feature on the Prince of Wales, on whom the editors lavish not only thousands of words but two artistic treatments. Check that mosaic!
Apparel Arts most famous sister publication Esquire is yet to be born, but another affiliated trade publication, Fabrics and Fashions, is just starting publication.
The volume overall is in very good condition, with slight wear only on the cover and spine. The colors inside remain Technicolor-rich. It also includes both of its original swatches, one of rust-colored calf leather, and another of brown suede-like gabardine for coating.
The amount of care the editors devote to the styling and intelligent selling of men’s clothes in these pages is something even many of today’s best stores long for in vain.
This volume is the last I have been able to pry from the trembling hands of a longtime menswear executive, who bitterly rues the loss of every book I have had the opportunity to list. They are very dear to him -- and very dear to the world, apparently, where one volume I listed recently sold for over $2400. Another sold last week for over $2000, so if you really want to win, I encourage you to offer boldly. This volume is it for now; I have no more.
My low stating offer remains less than the original cover price of $1.50.
Shipping in the US is included; international shipping is discounted.
PaymentPAYPAL IS THE ONLY ACCEPTED MEANS OF PAYMENT. Buyers with less than five response must also email before offerding or their offers may be rejected.
ShippingShipping is by United States Postal Service Priority Mail domestically, and United States Postal Service International First Class Mail or Global Priority Mail internationally, depending on weight and insurance. Other methods are available -- contact me for details.
COMBINED SHIPPING: THREE TIES SHIP FOR THE PRICE OF ONE. One tie ships free with any shirt. Each additional shirt or tie is only $2.75 (domestic shipping). Purchase of suits, jackets and pants also offers combined shipping savings. FREE SHIPPING, if offered with Buy It Now on selected items, is for domestic shipping only; foreign buyers will get a credit toward their shipping costs.
Terms of SalePLEASE READ THE FOLLOWING RULES AND GUIDELINES. Please ask all questions prior to offerding. A offer is a contract. Winning buyers must make contact within three days of end of sale and pay within 7. All items are pre-owned unless otherwise noted. Measurements are accurate to half an inch. Items or shipments with a total value of over $100 will require insurance. Seller is not responsible for uninsured items. International buyers please email before offerding for shipping/handling details.
About UsMy focus is new and gently used better men's clothing. If you have items like mine that you wish to sell, please note that I do accept items for consignment.
On Mar-23-14 at 06:21:26 PDT, seller added the following information:
PLEASE NOTE that many potential buyers are currently watching this item – the current offers are just the tip of the iceberg. Just look at the number of people who have visited the page – it’s on the counter below. Then check my response and offer with confidence. Don’t let anyone else outoffer you at the last minute! offerding your maximum early on will discourage snipers. It’s always the best way to avoid disappointment!