Location August 1942

Equitable Handbag Co.
Max Shapiro & Son
10 East 33rd St.
New York

(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.
A $5 collection is being shown in crushed goatskin with plastic trims. These are also lined with faille.
This firm reports that buyers are asking for more handle bags than heretofore. For this reason the handle bags and underarms are shown in about half and half proportions."

Handbag News June 1942 "Luggage & Leather Goods," page 59

Remodels Plant

"The Equitable Leather Goods Company has remodeled its plant in New Brunswick, N. J., and has added new machinery and equipment.
According to Herman Kenler, president, this has been made possible by the unusual increase in business."

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
Fall Bag Shoppers Seek Styles That Are Complementary to Fur and Fur Trimmed 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
• CALFS $5, $7.95 retailers
• LAMBSKINS $5 retail
• SADDLES $5 retail

EQUITABLE HANDBAG CO.
10 E. 33rd Street
New York\\'''

Categories: Makers