Life, 1904-04-07 · page 3 of 41
Life — April 7, 1904 — page 3: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not satirical content. It promotes "The Improved Boston Garter" — a men's garter (sock supporter) made by Geo. Frost Co. of Boston. The ad features an illustration of a leg wearing the garter with its "Velvet Grip" cushion button clasp, paired with a formal shoe. The marketing emphasizes reliability ("Every Pair Warranted," "REFUSE all SUBSTITUTES") and practical benefits ("Lies flat to the leg—never Slips, Tears nor Unfastens," "ALWAYS EASY"). The phrase "All over the civilized world" suggests this was a nationally or internationally distributed product seeking to establish brand prestige. The garter itself was standard menswear of the era, holding up socks before elastic became common. This reflects early 20th-century consumer advertising practices in *Life* magazine.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
COPYRIGHT FOR ORFAT BRITAIN BY JAMES HENDERSON UNOER THE ACT OF 1001, All over the civilized world THE IMPROVED BUDTON GARTER IS KNOWN AND WORN Every Pair Warranted The BwoThe Name is stamped on every ° loop— CUSHION BUTTON CLASP Lies flat to the leg—never Slips, Tears nor Unfastens ALWAYS EASY CEO. FROST CO., Makers, Send ~ ‘aie i 50c. for Silk, ° Boston, Mass., U. S. A. 25Sc. for Cotton, d REFUSE att SUBSTITUTES Sample Pair. comicbooks.com