Click image for 726 x 1000 size. From Taschen's "All-American Ads 1900-1919".
"Mallory Cravenette Hats
Sun Proof Rain Proof
Style anf Service
The Mallory Cravenette Hat is like the product of other first class hat makers in that it has unquestioned quality of material, refined shape and exclusive, correct style.
The Mallory Cravenette Hat is different from all other hats whatsoever, because it has been made rain proof and sun proof by the Priestley Cravenetting process which we control for all hat fabrics.
All the approved shapes and styles in Derbies and Soft hats, $3.00, $3.50 and $4.00.
For sale everywhere by the better class of dealers. In Greater New York and Philadelphia by John Wanamaker.
Send to Dept. C for our Free Booklet of Hat Styles for 1907
E. A. Mallory & Sons, Inc.
Established 1823
Astor Place and Broadwat, New York
Factory, Danbury, Conn."
Thursday, September 9, 2010
Mallory Hats, 1907
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2 comments:
Cravanetting was a great sales gimmick, but it had no effect on a hat's water repellency. It was a solution of paraffin wax in naptha. As an engineer at Mallory's in 1950 I replaced Cravenetting with Dupont Quilon, a much more effective and no hazardous repellent
Just out of curiosity, what was the hazard? Was hazardous to people's health, to the fabric's integrity, or was it simply ineffective?
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