Made with the shade

I’m old enough to remember when Crayola had a crayon called “flesh”; about 1962 it dawned on them that hey, not all flesh is the same color, and they wound up renaming it “peach.”

This particular insight was still catching on in the middle to late 1970s, when a small Chicago company decided to get into the pantyhose business:

Sugar & Spice hosiery ad 1978

This ran at least twice in Ebony, though the real test, I suppose, would have been getting it into something like Ladies’ Home Journal. Then again, LHJ, facing the usual magazine woes, has cut back from monthly to quarterly publication; Ebony continues to put out 12 issues a year.

Madijo survived, so far as I can tell, into the middle 1980s, but by then the major mills had figured out that they needed new shades.

And if you’ve never seen a Parklane Hosiery store, neither have I. The last one apparently was in the Mall of Memphis, which died in 2003.





2 comments

  1. Trumwill »

    11 January 2015 · 8:11 pm

    It’s definitely true that all flesh is not the same delBySFR.

    Grumble.

  2. CGHill »

    11 January 2015 · 8:25 pm

    Phone doesn’t like the word “shade”?

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