Lewis Golf Suit Underwear Advertising Pamphlet with Original Fabric Swatch, circa 1930s
A vintage tri-fold ephemeral advertising brochure for the Lewis Golf Suit, a brand of men's athletic underwear marketed specifically toward golfers. The pamphlet is printed in black ink on cream-toned paper and features stylized Art Deco illustrations. The front cover depicts three men in period golf attire, including flat caps and ties, against a dark background with a golf green and a marker for the 18th hole. The interior panels utilize a comparative marketing strategy with the headline "Are You WET or DRY?" and illustrations contrasting the discomfort of standard sweat-soaked garments with the "new freedom" of the Lewis product. The right-hand interior panel features a physical sample of the garment fabric, a cream-colored ribbed knit material, glued to the page beneath the instructional text "feel it." The reverse side of the pamphlet includes promotional copy under the heading "HAVE YOU AN UNDERWEAR HANDICAP?" emphasizing the garment's moisture-wicking properties and muscular support. The text identifies the manufacturer as Lewis and describes the material as a "magic fabric" designed for both the fairway and the office.
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