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[FASHION]. Trade catalogue for the Royal Tailors. Style Book XLIII, Fall & Winter Season 1912-13.

'Pay Less and Dress Better.'

Stock Code
Chicago & New York, Royal Tailors, 1912

This scarce trade catalogue for the menswear firm Royal Tailors includes hundreds of fabric samples and is richly illustrated with scenes of affluent society in pre-War America. As one of the largest catalogues the company produced it was extremely expensive to print and therefore only a few would have been made to display in large department stores. The latest fashions are marketed as a way of life, with illustrations showing sharply dressed men with glamorous women in various scenes such as at the stock exchange, on the deck of an ocean liner, ice skating and at the office. The way fabric swatches, bold binding, illustrations and typography are combined exemplifies how book design was used for commercial purposes in the US at the break of WWI.

Joseph Vehon (1834 – 1918) of the Royal Tailors was a pioneer in the idea of wholesale merchant tailoring, and built one of the

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Folio (55 x 48 cm); 64pp., printed on thick card, 20 full-page colour plates with art deco borders, 4 pages of text with illustrated borders and gilt detail, mounted textile samples in wool, wool-rayon blends, silk, cashmere, tweeds, silk stripe flannels, and more, sample pages also with borders and tiger vignettes and some combined with text and illustrations, patterned endpapers with portrait of the founder Joseph Vehon; original black cloth gilt ruled and embossed, large tiger colour lithohraph logo pasted on to upper cover with the motto 'pay less and dress better', title in gilt to spine, some spotting but otherwise an excellent copy.


Stock ID:106143

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