Life — April 5, 1906 — page 57: what you’re looking at

What you’re looking at

This is a straightforward product advertisement, not satire or political commentary. It promotes the "Improved Boston Garter," a garter (elastic band) worn to hold up stockings—essential hosiery hardware before modern elastic became standard. The illustration shows a woman's leg wearing the garter with its "cushion button clasp" mechanism. The ad emphasizes durability ("never Slips, Tears nor Unfastens") and availability in silk (50¢) or cotton (25¢) versions, with a sample pair available by mail. The Geo. Frost Co. of Boston positioned this as a superior product available "all over the civilized world," urging consumers to "refuse all substitutes." This reflects early 20th-century competitive marketing—establishing brand loyalty against knockoff versions. The garter remained standard women's wear until the 1960s when pantyhose became prevalent.