The morning call., 1890-08-17
EARLY FALL STYLES.
The Attractive Display in J. j.
O'Brien's Establishment.

Passing westward along Market street
one afternoon last week in quest of an item
relative to the new fall fashions CALL re-
porter's attention was attracted by the I'M
usually arge number Of ladies going in the
same dire elton and apparently all toward
the same objective point. This naturally
aroused the reporters curiosity, and con-
| tinuin with the throng the attraction was
soon discovered to be the display of early
fall styles on exhibition at J. J. O'Brien &
Co.'s immense dry-goods establishment in
the Murphy Building A short halt was
made to view the mammoth show-window
display, which has become one of the sights
of the city, not only on account Of its enor-
nous extent, taking in as it does the whole
Market-street frontage of the great struc-
ture occupied, but also and more particu-
larly on account of the boundless wealth of
elegant goods displayed, the artistic ar
| rangement of which challenges the admira-
| ton of lovers of the beautiful.
But this proved only a foretaste of the
| treat in store for visitors, as on joining the
| stream of humanity that ceaselessly poured
through the great central entrance the
writer was more than amazed by the scene
| of superb beauty and loneliness that greet
ed the vision. BY the aid of the hundreds
of thousands of dollars worth of new silks,
SdIlIlS, N6lN6LS anu UldCh anu ulCoo
goods that comprise this great firms first
impOItatiOns of the new seasons goods
which were lavishly displayed on every
side, the vast and spacious salesrooms
have been transformed into a pageant of
richness and elegance that it is beyond the
power of the pen to portray, and which
must be seen to be at all appreciated.
Passing along the broad aisleS of the diff
ferent departments the eye was greeted by a
constant succession of surprises as the mag
nifcent array of new, rich and rare novelties
in silk, silk-and-wool and all-woOl fabrics
were viewed more closely, and it really
seemed as though the ingenuity of the de-
signer must surely have exhausted itself in
the production of the wealth of new pat
terms, Weaves, colorings, combinations and
effects exhibited.
The collection of new colored dress
goods is particularly extensive and COM
plete, comprising, as 1t does. everything
new in styles and colOrlDgs from the richest
Scotch clan plaidS to the latest delicate
tints and shades in plain cOlQrs. Plaids
being the most fashionable of the new
dress materials, the variety shown is espe-
eially great, and includes bewildering as
sortment Of the choicest productions in
French, German and Scotch goods.
Judging by the expressions of admiration
and delight the multitude of ladies viewing
this magnificent display thoroughly appre-
ciated the enterprise of the firm in arrang-
ing for the early arrival Of their fall goods,
and the evidence OF their appreciation was
not confined to admiring the goods but was
demonstrated in more practical and to
the firm, doubtless, much more satisfactory
manner by the liberal purchases that invar-
iably followed knowledge of the ex-
tremely low prices prevailing. 1t is truly
amazing the low prices at which goods are
offered, the first thought of the purchaser
on examining the goods and learning the
price being one of wonderment, for the fig
Cres quoted would be simply ruinous to a
smaller house obtaining its supplies through
ordinary trade channels, and herein lies the
key to the success of this great firm. 1t
maintains corps of special agents in all
the great manufacturing centers of Europe
and America, who, dealing directly with
the producer and invariably purchasing for
spot cash, obtain the vast quantities of
goods required for their trade at figures
that buyers on time cannot hope to meet.
This system of direct communication
with the manufacturer also enables them TO
exhibit the latest styles and novelties SIM
ultaneously with their display in Eastern
and European fashion eenters and far in
advance of other houses not possessing
equal facilities. This fact is we'll known to
the ladies Of San francisco and has long
made "0' Bren's" the acknowledged fashion
mart and gathering-place of all who wish
to keep posted on the latest correct styles.