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Location August 1936:

Friedman-Lobel, Inc.
38 West 32nd Street
New York City

Location June 1949:

Friedman-Lobel Inc.
136-146 Madison Ave.
New York

Friedman-Lobel showed at the August 1936 Fashion Accessory Show 1936AugustFashionAccessoriesShow and ran this half page ad in the August 1936 Luggage and Leather Goods, page 61 to advertise their participation.


The 1940s

Changes in wartime raw material availability and restrictions on the use of metal handbags frames resulted in innovative use of wood for frames and a reliance on fabrics made in the US or whose pre-war stock was plentiful. This prime example of the wood frame bags was used to illustrate new styles for Back-to-School for Fall 1942. (June 1942 Luggage & Leather Goods, page 46)

"For the high school and college girl Friedman-Lobel recommends 3 brown felt underarm with novel polished wood honey-colored frame. It is one of a new felt group. Others are shown in plaids and solids with typical school fittings."

Novelties for The School Set were features in the August 1942 "Luggage & Leather Goods," page 42. While the school and college crowd are "naturals" for novelty bags and accessories, the young business woman and smart matron should not be overlooked, especially when presenting novelties that are "neat but not gaudy."

Most girls and women like matching accessories and there are unlimited sales possibilities in coordinations. A large group of merchandise is available in the animal print shown here. "AnimAllies" (Animal Allies) combines the animals representative of the allied nations— namely, Chief Sam, The American Eagle, Stout-Heart, The British Lion, Kid Aussie, The Australian Kangaroo, Shaggy Sovietsky, The Russian Bear, Clever Chan, The Chinese Dragon and Johnny Beaver of Canada.

Coordinated accessories featuring "AnimAllies" (Animal Allies). The handbook is of Flanalain, a spun acetate rayon fabric in attractive light colors with printed animals in white. One of two styles in handbags to retail at $2.95, from Friedman-Lobel. The leather cigarette case and compact are from Pitcher. Handkerchief is from j. H. Kimball. This is an advanced close-up of a coordinated promotion about to be sponsored by a New York store.

Novelties at Friedman-Lobel

For school promotions Friedman-Lobel is showing handbags of "Wyncord", this material is a wide wale velvet corduroy and in addition to bags is available in a jjreat number of other items such as hats, slacks, suits, dresses, coats, robes, slippers and sportswear. The bags are shown in an over-the-shoulder bicycle type as well as an underarm zipper and an underarm frame. Bags are $3 retailers.
The "Ration Card" bag is another novelty done in felt with colored wool trimming. It is really two bags in one —one zipper compartment and one envelope compartment. This sells around $2.95. A new initial bag makes a good promotional item. There are three styles of 100% virgin wool broadcloth. Two cutout lucite initials are used as zipper pulls. This sells at retail for $5. A full handkerchief assortment of initials complete each other.
Plastic Mesh will be continued for fall in dark colors including black, red, brown, kelly, dark green and wine. Three sizes to sell at $2.95, $3.95 and $4.95 are available. (August 1942 "Luggage & Leather Goods," page 51)

Display ad August 1942 issue of "Luggage & Leather Goods," page 55

Back to school adjustable strap shoulder bag is very modern in its design. It came in black or brown broadcloth, priced at $35.65 per dozen wholesale. (July 1947 Handbags Illustrated, page 36)

"Handbag Buyer" June 1949 showed the early Fall 1949 bags to be featured in department store promotions, page 24. This bag was designed to retail at $5 by Friedman-Lobel. That's equivalent to $38 in inflation adjusted 2006 dollars.

"Luggage handle teamed with soft pouch makes news in black or brown slipper satin party bag. Covered frame closes with satin tab and match stick slip lock. It's priced low enough for a school girl's budget."

The same June 1949 issue included this half page ad on page 33.

The line at the top "Fabric Creations by Frilo, Plastic Originals by Jorue" is a prime example of the data mining effort required to assemble Bag Lady University. Almost 10 years ago, I had a bag labeled "Jorue," but not until this line appeared in the ad did the connection between Jorue and Friedman-Lobel become obvious.

970648: A relic of WWII, this Jorue Tile and lace clutch bag carries a patent number dating to 1943, when metal shortages demanded non-metal handbags for the war effort. Seldom found in excellent condition, but this one is. Book at $45-70. Sold in 1998 for $44 at The Bag Lady Emporium.

Another fascinating line of exploration provoked by this one ad is initiated by the patent number 2,110,163 provided. The patent was granted to Rudolf Lobel on March 8, 1938 after filing nearly 6 months before. The patent covers the button cover mounting system seen in the detail of the ad.

The style was known as "The Button-Up" and provided a base straw bag with linen covers that could easily be removed for cleaning.


The 1950s

Display ad "Handbags and Fashion Accessories" February 1950, page 81.

The most complete line of handbags to retail from $3. to $15.
FRIEDMAN LOBEL inc. plastic handbag corp.


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Page last modified on April 07, 2009, at 09:32 AM