Tag Archives: Lido sand

Shoes and Age

I wrote such a long post about shoes from the Spring of 1936 that today I’m just going to share a great quotation from Leah Garchik and some color pictures from an Art Deco shoe ad dated 1929.

From an advertisement for Arch Preserver Shoes:

Arch Preserver Shoe Ad, 1929.

Arch Preserver Shoe Ad, 1929. Note the stockings colored to match the dress.

The caption: 1929 june arch preserver shoe  leave foot aches at home

The quotation:

“According to the Table of Shoe Hotness, any brand that promises comfort will add 10 years to one’s WEA (Wearer’s Estimated Age.)” – Columnist Leah Garchik, writing in the Style section of the San Francisco Chronicle.

Some Arch Preserver Shoes from 1929

Arch Preserver Shoe, 1929: ROMANY -- Sunburned beige with decorative strap underlay of brown pearlized kid.

Arch Preserver Shoe, 1929: ROMANY — Sunburned beige with decorative strap underlay of brown perlustre kid.

Arch Preserver Shoe, 1929:  JANZIA -- An afternoon model in Lido Sand kid, accented with perlustre kid strap in stone color and brown piping.

Arch Preserver Shoe, 1929: JANZIA — An afternoon model in Lido sand kid, accented with perlustre kid strap in stone color and brown piping.

I wouldn’t mind wearing either of them – except that I had to move on to prescription, flat shoes with rigid orthotics in them years ago. My WEA – and my actual age — are now both too high to lie about! The travel-themed designs (a navy blue print fabric?) behind the shoes is very jazz-age.1929 june arch preserver shoe ad logo 10 to 15 prices small

 

 

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Filed under 1920s, Old Advertisements & Popular Culture, Shoes, Uncategorized, Vintage Accessories