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The Catalog Blog

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Category: 1920s

In the days before Netflix
Posted on August 13, 2018August 12, 2018

Cine-Art, 1929
In the days before Netflix

Before Netflix, there was blockbuster. Before video, there was film. And always, there was porn… Continue reading In the days before Netflix

“High Luster Mercerized Silk-atine”
Posted on August 6, 2018August 5, 2018

Charles Williams Stores, 1926
“High Luster Mercerized Silk-atine”

There’s not much product copy on this page of men’s shirts, but who needs lots of copy when you’ve got words like “Mercerized Silk-atine”? Continue reading “High Luster Mercerized Silk-atine”

“Add to the Summer Joy of Bathing”
Posted on July 12, 2018

Montgomery Ward, 1922
“Add to the Summer Joy of Bathing”

Montgomery Ward & Co, 1922 The start of the roaring ’20s’ and swimsuits were still modest – for the men as well as women. Although not quite as fully covering as swimwear from a decade before (arms and legs are starting to show) they still cover more than they reveal. Look at the “hero” outfit … Continue reading “Add to the Summer Joy of Bathing”

Caution – Boys at Play
Posted on May 31, 2018May 31, 2018

Charles Williams Stores, 1928
Caution – Boys at Play

Here’s a charming page from the late 1920s Charles Williams catalog –  an era when boys could legitimately go off to play wearing a costume and not get beaten to a pulp by the other neighborhood kids. Continue reading Caution – Boys at Play

Engineer’s Essentials
Posted on April 12, 2018April 12, 2018

Eugene Dietzgen, 1921
Engineer’s Essentials

Consider the slide rule: once upon a time, the inescapable shorthand symbol of the engineer. As late as 1970, slide rules were ubiquitous in science and engineering. And in 1980 they were extinct…. Continue reading Engineer’s Essentials

The Dollar Store – 1928 style
Posted on February 26, 2018February 26, 2018

Bernard-Hewitt, 1928
The Dollar Store – 1928 style

What could you buy for a buck in 1928? Certainly the product options were a lot different that you’d find in a dollar store today, judging by this page… Continue reading The Dollar Store – 1928 style

Where are the double-decker buses of yesteryear?
Posted on February 22, 2018February 21, 2018

ACF Buses, 1928
Where are the double-decker buses of yesteryear?

Why double-decked buses have thrived in England to this day but never met much success in America, is a mystery to the author. Double-deck buses are just so…cool and entertaining… Continue reading Where are the double-decker buses of yesteryear?

“Who knocked the 'L' out of Kliegl?”
Posted on January 25, 2018January 28, 2018

Kliegl Lighting Catalog, 1926
“Who knocked the 'L' out of Kliegl?”

The company that made them has been out of business now for more than 2 decades, but within the film industry and some theatrical circles, the term “Klieg Light” is still familiar jargon. Klieg(l) lights were (are) the powerfully bright spotlights and floodlights used for film studio work and stage productions… Continue reading “Who knocked the 'L' out of Kliegl?”

Live Better Electrically
Posted on January 18, 2018

Charles Williams Stores, 1925
Live Better Electrically

In 1925 the Charles Williams Stores could put everything that plugged into an electrical outlet onto a single page of their annual catalog – one page out of 538. That’s all they needed. Continue reading Live Better Electrically

Where have “baby sleighs” gone?
Posted on December 11, 2017December 10, 2017

Helmers Mfg Company, 1920
Where have “baby sleighs” gone?

What to my wondering eyes should appear? It’s a baby sleigh! No tiny reindeer involved – these are to be pushed by an adult when taking the Dear Little One on an outing in the cold wintertime. This could be useful even a hundred years later — assuming you have the climate for it. Continue reading Where have “baby sleighs” gone?

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We're celebrating all the abundance and excitement found in vintage 20th century American catalogs: the exotic, the fashionable, the surprising, the latest, the coolest, the cheapest, the oddest, the choices.

Not just Sears and Montgomery Wards, You could buy anything from a catalog in the 20th century: from a box of raisins to a house, from a computer to a car, from a billy club to an inflatable brassiere. The old-time printed catalogues which arrived in the mailbox showed the 20th-century American Consumer just how to consume.

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