Hathaway

Hathaway Shirt _Yale Story_ Ad by David Ogilvy _ Swipe File Archive _ Marketing

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Headline

How three trunks of India Madras started Yale University

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Heaven knows what Yale's name might have been if Elihu Yale hadn't shipped India Madras to New England in 1718. Hathaway now imports the same hand- woven, hand-dyed fabrics—and offers you genuine India Madras shirts for $10. WHEN ELIHU YALE was governor of the province of Madras in southern India, he was struck by the unusual cotton fabrics that the Indian cottagers made. He collected a wealth of them. Later he sent three large trunks of his most valuable Madras cottons to friends in New England—"to be sold or otherwise improved for the Benefitt of the Collegiate School in New Haven?" The handsome stuff brought enough money to finish the build- ings for the new college, which grateful trustees promptly named after Eli Yale. If you were to visit Madras today, you would see Indian cottagers making their marvelous fabrics exactly as they did in Governor Yale's time. These are the fabrics that Hathaway im- ports for genuine India Madras shirts. "Guaranteed to fade" says Hathaway Madras is hand-spun and hand-woven. It is also hand-dyed with natural dyestuffs that are never completely colorfast. Hathaway guarantees that your shirt will fade in the wash and in the sun, and gradually take on the look of mellowed maturity that is one famous hallmark of genuine India Madras. Another hallmark: the patterns seldom if ever repeat. This is because the weavers have only enough room in their cottages to make one short piece of fabric at a time, and they always like to change the pattern before they start a new one. So you will probably never see another Madras shirt that looks exactly like yours. $10 for solid colors and patterns Madras traditionally comes in plaids and stripes. You can now also get genuine Madras solid-color shirts. And Madras prints that date back to the 18th century. Now for some details of the tailoring. Hathaway uses single-needle stitching— with stitches so small that there are 22 to the inch. This makes the seams strong, flat, and almost invisible. You also get cuffed short sleeves, which look more finished than the kind that just comes to an end. And Hathaway gives you plenty of room through the shoulders and chest and under the arms. Our India Madras shirts cost about $10. Send for handy dictionary If you found this advertisement interest- ing, you will enjoy Hathaway's Handy Dictionary of Shirts and Shirtings—a 16-page guide to comfort, collars, and curiosa. We will also tell you which stores in your vicinity sell Hathaway shirts. Write to C. F. Hathaway, Waterville, Maine. Call Oxford 7-5566 in New York.

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Design notes

The ad features a man with an eye patch in a safari hat and plaid shirt against a backdrop of what appears to be an Indian procession. The layout is largely text-based, showcasing a blend of storytelling and product details with a classic serif typeface.

Summary

Hathaway's India Madras shirts: history, quality, and style.

Why it works

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