Life, 1919-04-03 · page 12 of 60
Life — April 3, 1919 — page 12: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not satirical content. It's a full-page ad for Chase Mohair Velvets, a luxurious upholstery fabric made by Sanford Mills and sold by L.C. Chase & Co. The ad targets affluent consumers by emphasizing the fabric's use in high-end automobiles (the limousine illustrated) and fine furniture. The marketing emphasizes durability, appearance retention, and comfort—key selling points for wealthy buyers investing in quality furnishings. The text highlights the fabric's superior wear resistance compared to wool, its elegant appearance in various colors and patterns (shown in fabric swatches), and its suitability for both car interiors and home furniture. This reflects early 20th-century consumer culture where luxury automotive upholstery was a status symbol.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Limousine H LUXURIOUS } MOTOR.CAR ¥ UPHOLSTERY ff MOHAIR VELVETS Made by Sanford Mills HE all-season car is the trend of the times—limousines, sedans and convertibles. This has brought about a veri- table revolution in motor car upholstery, because an all-season car requires an all-season upholstery. The rapidly increasing popularity of Chase Mohair Velvet is unquestionably because of its unique characteristics. Mohair, the lustrous fleece of the Angora goat, according to government tests, has more than twWo and one-half times the strength of wool and affords the greatest wearing surface known to the textile world. The original brightness and color of Chase Mohair Velvet remain unchanged through years of hard service. Railroad car seats upholstered in Chase Mohair Velvet have been in constant service for twenty-five years. The standing pile of Chase Mohair Velvet brings all the wear on the top ends of the fibre, thus insuring long wear without any of those bare or fuzzy spots so common to fabrics where the wear comes on the sides of the fibre. The depth of pile affords a luxurious comfort. Chase Mohair Velvet is so exceptionally durable, comfortable and beautiful thet it is the ideal upholstery for closed cars. It is also a wonderful slip cover material for open cars. FOR FURNITURE. Where furniture is dedicated to real use and real wear, it should be covered with Chase Mohair Velvets—the luxurious upholstery material. Scores of wonderful designs, all fast colors; plain, neutral shades, stripes of various widths, figures, and beautiful tapestry effects. Ask for samples at gos interior decorator or upholsterer. If he cannot supply you send us his name and address, and we will furnish samples. L. C. CHASE & CO. 8 BOSTON NEW YORK DETROIT CHICAGO SAN FRANCISCO Leaders in Manufacturing Since 1847 Hi i Hy A = H H H H A H i i Hi F H | H H