Life, 1912-05-30 · page 29 of 44
Life — May 30, 1912 — page 29: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**—it's a straightforward product advertisement for Likly Wardrobe Trunks by Henry Likly & Co., a Rochester, NY luggage manufacturer. The page promotes innovative trunk design features: hanging garments (like a wardrobe) rather than folding them, patented single-strap security, and easy access to individual items. It emphasizes the company's 68-year track record, quality construction, and variety of trunk types and materials. The advertisement includes product photographs and detailed descriptions of steamer trunks and travel bags, highlighting materials (cowhide, leather) and craftsmanship (hand-stitching, brush-painted finish). **Context for modern readers:** This reflects early 20th-century travel culture when sturdy, well-designed trunks were essential travel equipment for both wealthy and middle-class travelers. The heavy emphasis on durability and "painstaking" construction reflects an era of manufacturing pride before planned obsolescence became standard.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
OOD-BYE to the crumpled-clothes bugaboo. It doesn’t exist when the trunk is designed rightly. The Likly Wardrobe Trunk packs like a wardrobe. Opens like a ward- robe. The garments hang just as they should—aren’t folded and wrinkled, or smashed down by other clothes placed over them. You can easily take out any garment you wish—the first, fourth, or ninth. A single strap holds everything behind the frame smoothly and securely. This Likly feature is patented. No other wardrobe trunk has so simple a way of holding garments in place. Considered as plain holders of things, Likly Wardrobe Trunks are handsome to Iock at ard sturdy in service. Our 68-year experience counts in getting both strength and lightnes The diamond-shaped Likly trademark is a guide to quality in luggage. Likly Wardrobe Trunks have hangers specially designed for men's or women’s. gar- ments or in combination. Three sizes: 40, 45 and §0 inches high. We also make midget wardrobe trunks for men and steamer wardrobe trunks for men and women, The covering and coloring are exceptionally wide in variety. There won't be any doubt about getting a style to suit your personal ide: Another thing: You can get hat trunks, boot trunks, or general purpose trunks to match. No need for a crazy-quilt appearance if you want a set of trunks or have a family to buy luggage for. If you're looking forward to any travel, our descriptive booklet is worth getting. We will send it on request. And we'll tell you who hand HENRY LIKLY & CO., Rochester, N. Y. New York Salesroom—38 East 21st Street ies Likly Luggage in your town. This is the lightest weight strong steamer trunk on the market. ‘The foundation box is three-ply basswood. The corner clamps are Likly cold rolled bronze steel. It’s a handy little fellow. You can depend on it no matter how many times you cross the water, Handsome, too, as you can see even in this small illustration, Here's a real man’s bag for a real man's trips. Plenty of through-and-through hand stitch- ing to make it long-lived. Plenty of room inside to carry lots without crowding. Comes in cowhide (light russet, dark russet or black), black chrome calf, genuine black walrus, imported russet pigskin, or black Eng- lish oxhide. Leather lined. On one side, one long pocket i fastener; on the other side, two short Covered by our five-year guarantee against everything but accident or willful abuse. If you like variety, you can’t think of any kind of a bag that isn’t in the Likly line of guaranteed hand luggage. The paint is not merely laid on Likly trunks. Big, round, stiff-bristled brushes rub it in the canvas, filling every pore. And the paint costs us 60% more than the usual kind. Just a little example of Likly painstaking. comicbooks.com