Life, 1908-02-06 · page 36 of 36
Life — February 6, 1908 — page 36: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire**—it's a full-page advertisement for "Old Bleach" linens, placed in *Life* magazine (dated February 6, 1919). The ad promotes linen products manufactured by Geo. Riggs & Co., a New York wholesale distributor. The marketing pitch emphasizes that "Old Bleach" linens are superior because they're bleached naturally by sunlight on grass rather than through chemical processing. This natural method allegedly preserves fabric quality, softness, durability, and elasticity. The opening poetic epigraph establishes a nostalgic, traditional manufacturing image. The ad lists various linen products (tablecloths, napkins, diapers, etc.) and promises superior lustre and draping qualities. For modern readers: this reflects early 20th-century consumer marketing emphasizing "natural" versus "chemical" processes—a sales strategy that remains familiar today.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“All in the Spring was the brown flax spun, All in the Summer it bleached in the sun.” Are distinguished from all others by a greater beauty and brilliancy of fabric, a daintier and softer texture and great strength and durability. The ‘‘Old Bleach” Linens are bleached slowly on the grass by the sun’s rays, not hurried through the bleaching process by the use of injurious and destructive chemicals, thereby securing all the sweet freshness that this process gives as well as life and elasticity of fibre and unusual strength of texture. White Linen Suitings, made from “Old Bleach” Linens, have a lustre and appearance known to no other Linens. They drape perfectly because they are soft and without chemical dressing or sticky matter. They are particularly adapted to embroidery or drawn-work, warp and woof being of the same yarn. Damask Table Cloths, Napkins, Towels, Towelings, Diapers, Huckabacks, Pillow and Embroidery Linens, Art Linens in Plain and Fancy Weaves, Sheetings, Shirt Waist Linens, Cambrics, etc. Trade Mark “Old Bleach” on all goods The name guarantees the quality. Alll first-class dealers sell them. Our booklet on the care of Linens and how to wash and preserve them sent on request GEO. RIGGS & CO., 70-72 Franklin St., New York WHOLESALE DISTRIBUTERS TO THE TRADE comicbooks.com