Judge — June 12, 1926 — page 36: what you’re looking at

What you’re looking at

This is a vintage advertisement for Boston Garters, a men's hosiery product. The ad features a hand holding a product box labeled "Boston Garter" with text emphasizing "Widest Web" and "Quality First." The humor relies on a double meaning: "Bostons" refers both to a style of garter (leg-support garment for men's socks) and suggests physical attractiveness or appeal. The tagline "by men who know Good Garters" positions the product as preferred by discerning men, while the closing question "How Did Your Garters Look this Morning?" implies that well-maintained garters reflect on a man's overall presentation and character. This reflects early 20th-century advertising that marketed practical menswear while playing on vanity and social status.