In semi-living color

I’m pretty sure this ad came out around 1954; while I wasn’t in a position to notice, really, I don’t remember anyone around this time period wearing this shade of blue — indeed, any shade of blue — on her toes. (Heck, it’s not that common today.) Still, it’s sort of compelling:

Advertisement for Phoenix hosiery

Phoenix, despite its name, was based in Milwaukee, incorporated in 1897 as the Phoenix Knitting Works; their 1917 factory in Milwaukee’s Historic Third Ward, long since converted to office space, changed hands last year for about $4.5 million.


  1. canadienne »

    15 March 2014 · 2:07 pm

    They were ahead of the trend if this came out in 1954.

  2. CGHill »

    15 March 2014 · 2:16 pm

    I missed all that late-Fifties stuff, being otherwise occupied at the time. (I turned six in 1959 and was looking for ways to get in trouble, not for fashion details.)

  3. Roger Green »

    16 March 2014 · 4:01 am

    Is it just me, or was stuff sexier in the ’50s and ’60s, with the suggestion of titillation, rather than the more overt stuff from the last 20 or 30 years?

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