Judge, 1917-07-28 · page 19 of 28
Judge — July 28, 1917 — page 19: what you’re looking at
What you’re looking at
This is **a full-page advertisement**, not satirical content. It promotes Rinex Soles, a synthetic shoe sole product manufactured by the United States Rubber Company (dated July 28, 1917). The ad makes claims typical of early 20th-century marketing: Rinex is superior to leather or rubber, more durable, economical, waterproof, and requires no "breaking-in." The text emphasizes this is a synthetic innovation—"the greatest advance in footwear since civilized man discarded the wooden shoe." The illustrations show families and individuals wearing shoes with Rinex soles, normalizing the product across demographics. A large photograph displays the sole stamped with the brand name, with a US Rubber Company seal for authenticity. A notable detail: the ad warns consumers to verify "Rinex Sole" is stamped on shoes, explicitly acknowledging counterfeit imitators exist—suggesting the product's market success had already attracted knockoffs by 1917.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
a EAR them for the slipper-like comfort they bring to your feet. Wear them for their neat appearance, Wear them because they save you actual money. Wear them because they are waterproof, Rinex is not rubber, not leather, but a synthetic product of the world’s largest rubber manufac- turer. Rinex is better by far than either rubber or leather for shoe-soles. You can provethis yourself. Rinex Soles are comfortable. They “give” with every step you take. No breaking-in. Rinex Soles are good-looking. They look like leather, but hold their good appearance much longer. Rinex Soles are economical. They out- last leather soles. They wear down smoothly, evenly, imperceptibly. Rinex is, we believe, the greatest advance in footwear since civilized man discarded the wooden shoe. It came in response to the demand for something better than leather for the one specific purpose of shoe soles. Wear Shoes with ‘ Soles EAR shoes with Rinex soles—you, and all your family. Everybody who wears shoes—everybody—can enjoy the blessings of Rinex. Next pair of shoes you buy, tell the salesman you want—must have—Rinex Soles on them, Thousands of the best shoe-stores all over the United States can supply you with your favorite brand of shoes, with Rinex Soles already attached. Take those shoes you are now wearing to the nearest repair-shop and have Rinex Soles put on them. Thousands of the best shoe repairmen throughout the country are equipped to fit you out with Rinex Soles. They cost no more than leather and last longer. It is all-important to see that the name “Rinex Sole” is stamped in the shank. Like every other successful product, Rinex has its imitators. So, be sure to look for this name. It is your assur- ance of the genuine Rinex Sole. United States Rubber Company Sole and Heel Department, 1790 Broadway, New York 60 High Street, Boston comichooks.com]