Dead Sea Scrolls Of Boom Years Advertising

1956 Alfreds ad2

Thanks to a sharp eye, Ivy Style reader Jim Barge came across an eerie parchment discovery from the antiquity of the Ivy heyday.

“I am working on a project renovating the Chelsea District Health Center,” he wrote on Ivy Style’s Facebook page, “and noticed some newspaper sticking out of the wall. I carefully removed it and discovered it was from 1956. Lo and behold, in the corner was this ad for ‘Ivy Styled’ suits.”

The ad, which ran in an October edition of the New York Daily News, is for a store called Alfred’s and mentions such specifics as three-button jackets, pleatless buckle-back trousers, herringbones, tweeds and flannels, and olive-colored corduroy suits. Another artificact from the days when Ivy was popular and the consumer was savvy.

As for the store, I did some googling but came up pretty short. Did find this 1953 ad for something called Alfred Of New York, which was strategically located on 10 East 40th Street at Fifth Avenue, not far from Brooks, Press, Chipp, Paul Stuart and Abercrombie & Fitch.

Today that address turns up a New York Public Library building. — CC

alfred 53

3 Comments on "Dead Sea Scrolls Of Boom Years Advertising"

  1. frederick | March 7, 2016 at 2:53 pm |

    Let’s hope that Mr. Press can help.

  2. Richard Press | March 7, 2016 at 7:17 pm |

    Only with the buckle back trousers.

  3. In 1956,”collegiate natural shoulder” is already “Ivy style”.
    In 1950,not yet.
    When was conied the popular term (that Brooks Brothers and J Press do not loved…at least at the beginning)?
    Maybe around 1953-54,when “Ivy” fashion cycle start ?

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