Location August 1942
Equitable Handbag Co.
(June 1942 "Luggage & Leather Goods," page 54)
Equitable Stressing Cape
"Nicely styled and detailed is the group of cape handbags to retail at $3.95 being featured by Equitable Handbag Co. Large shirred, pouchy styles, many trimmed with elaborate plastic frames, are lined with faille.
Handbag News June 1942 "Luggage & Leather Goods," page 59
"The Equitable Leather Goods Company has remodeled its plant in New Brunswick, N. J., and has added new machinery and equipment.
New shopping trends, reflecting wartime rationing and restrictions, were in evidence for Fall 1942. (August 1942 "Luggage & Leather Goods," page 35
Dramatize Fall Bags To Wear With Coats
"With shoppers being advised from every angle to choose their clothes and accessories with great care, it is quite obvious that handbag customers will be super-critical this fall. A type of hag equally smart with new fall dresses and also with a fur or fur-trimmed coat, will be in demand by women who plan and select their wardrobes early in the season.\\
Many women prefer a top handle bag to wear with a fur coat, believing that the underarm type rubs the fur. Whether or not such is the case, we must cater to this whim. A pannier type of handle serves double duty as. it can also be worn as an underarm. Another versatile handle bag is the one shown here with prystal loops. These may be dropped down over the top of the bag making it an attractive underarm.\\
Stress quality in early fall handbag merchandising. Tell customers that large", practical, sturdy bags like these will see them smartly through fall and winter. Play up your bags, with soft shirring as the perfect complements to simple straight line coats which are a result of government restrictions.\\
Large crushed cape underarm pouch with deep gusset ends mounted on a covered wood frame with prystal ornamental lock. Beautifully finished and lined with faille. From the line of Equitable Handbag Co.
Full page Zapon-Keratol ad features this buffalo grain vinyl bag by Max Shapiro & Son in the August 1942 "Luggage & Leather Goods," page 43.
Display ad August 1942 "Luggage & Leather Goods," page 57
Handbag News August 1942 "Luggage & Leather Goods," page 58
New Staple Line
Max Schapiro is featuring a group of 8 staple styles in simulated buffalo grain, or pearl grain. To retail around $2, these bags will incorporate such features as simulated leather linings, fittings of key case, mirror, comb and purse, 4-part frames, swagger pockets, zippers inside and out. Unfitted styles are provided with plenty of pockets. These bags offer good value in their particular price range.
February 1950 issue of "Handbags and Fashion Accessories," carried this display ad on page 87.
'''Again its Equitable FOR SPRING HANDBAGS THAT SELL LIKE MAGIC
• CORDES $2.95. $5, $7.95, $10.95 retailers
EQUITABLE HANDBAG CO.