Life, 1912-07-11 · page 31 of 44
Life — July 11, 1912 — page 31: what you’re looking at
What you’re looking at
This is **not a cartoon or satire page**—it's a straightforward product advertisement for Likly Luggage, a trunk and suitcase manufacturer based in Rochester, New York. The page addresses a practical consumer problem: ordinary trunks wrinkle clothes during travel because garments are packed tightly together. Likly's solution is the "Wardrobe Trunk," which hangs clothes inside like a closet, keeping them wrinkle-free. The advertisement emphasizes quality construction (68 years of experience, stout basswood, reinforced design) and includes technical details comparing trunk lid construction—showing how competitors' designs are inferior. Additional products shown include a smaller "midget" trunk and a suit case with expandable bellows. This reflects early 20th-century travel culture when trunks were essential luggage, and business/leisure travel required formal clothing that needed protection from wrinkles.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
NOBODY loves wrinkled clothes. If your trunk is of the “wrinkle making” type, here's something to think about: The garden variety of trunk is built like a box. When it is rolled into the baggage car, the clothes inside crumple all over each other. A Likly Wardrobe Trunk holds garments like a wardrobe. You hang the clothes in. They stay in that same position in traveling. They hang when you open up. Hanging garments gather no wrinkles. Everything is at your finger tips. A single strap holds the clothes in place. No other wardrobe trunk has so simple a way of holding the clothes. We've put all the quality into these trunks that our ex- perience of sixty-eight years has discovered—stout basswood boxes, finely finished, thoroughly reinforced against the knocks of travel. arsack’s The bottomless pit idea applied to a This midget will rest comfortably on any taxicab or hansom. Midway in size between a regular and a steamer trunk. Fibre bound to stand the most violent traveling. Just an instance of the complete- ness of the Likly line. The tops of Likly Wardrobe Trunks con- sist of two layers of 3-ply veneer filled be- tween by a solid block of wood cut to a tight fit. Figure No. 2 shows a common way of making such tops on other wardrobe trunks, A chunk of wood partially fills the middle. Both tops look the same. But the skimped one is easy to break. This is one of the many strong features that give piece of mind to the owner of a Likly Trunk. Suit Case. Holds a lot in its body part and then a lot more in its four-inch bellows extension, which is concealed when not in use, Inside lining of best Irish linen. But with all its storage space it is handy to carry about. Guaranteed by us for five years against everything save accident or downright abuse. Our guarantee covers a wide line of hand luggage. If you're looking forward to any travel, write for our descriptive booklet. We will send it on request. tell you who handles Likly Luggage in your town. And we'll HENRY LIKLY & CO. Rochester, N. Y. New York Salesroom 38 East 21st Street comicbooks.com