The new age. [volume] (Butte, Mont.) 1902-190?, 1902-06-20
DON'T WANT GOODS
TO LOOK LIKE NEW
Dress Suit Cases and Hat Boxes Dam.
aged PurposeIy Before seino Sold.

That characteristic Of youth which
makes persons shrink from ridicule
as they would ftom a burning brand
mas been pointed out many a time
man went into a leather store 70.
Gently where trunks. dress suit cases
and top hat boxes were for sale. The
proprietor of the store said when he
asked for a suit case;
Would you like a brand new ono
or one whose appearance is somewhat
worn? Both are equally good. The
difference is simply matter OF per.
sonal choice"
Why should any one wanting a new
dress suit case be satisfied with one
whose leather bears marks of wearg"
said the would-be purchaser.
We keep two kinds" replied tha
dealer. for the simple reason that
they are demanded by our trade. When
this particular form of grip first came
into fashion only the brand new ones
were sold. To offer or expect any one
to purchase a soiled and battered case
would seem as absurd as TO imagine
person buying a pair of stubbed
boots.
One day a stylishly dressed young
man came in and said he wanted a
dress suit case. We showed him vari.
Gus kinds. but he was not satisfied.
At last he said: These are good
cases. know. but what want is one
that doesn't look so shiny new He
explained that it was no light task To
carry a brand new dress suit case
through a crowded street into a
thronged railroad station. and then
lift 1t, in all its glossiness. through a
well filled car. Everybody rubbers al
you and the case he said. and you
feel like a farmer At last we sue.
ceeded in fixing up new case so that
1t looked like an old one. and he de.
parted happy. That put an idea into
our heads. and ever since we have al.
ways kept stock OF apparently sec.
ond hand grips on hand for the salts.
faction OF our customers who are sen.
sitive about ,ridicule And. do you
know, they sell remarkably well
But, bless you. the dress suit case
isn't marker to the top hat case
Where we sell one disfigured dress
suit case we sell three for top hats.
Now, the reason for this difference is
the same that made the damaged case
popular. We sell more grips than we
do hat cases. leaving out OF considera.
ton entirely those purchased by wo.
men, who constitute our best sources
OF trade. There is something unusually
personal about a top hat. No young
man ever assumed ii without a thrill
OF self-consciousness. II is no easy
matter for him to emerge thus at.
] ''N" III 'Ht hlSl tlue on the PUBIC
thoroughfare. One feels that tho
whole wide world is focusing its eyes
directly on the top OF ones head.
Is it not true? Well. then. you may
understand how that same young fel.
low may feel when he transports for
the first few times a new. glowing hat
case. with brass lock shining like
polished mirror in the sun. So we ara
ready to supply him with one that
looks as If it had been through long
months OF service both at home and
abroad. yet is really as new as any on
our shelves. ! have heard OF young
men kicking the cases. or dragging
them through the mud. hitting them
against picket fences. leaving them
out in the rain. TO get of that new
look which is so distressing.
But here is an interesting little
commentary on a much discussed con.
troversy. Women do not care The |
newer the suit case the better they
like IL. n. as some say. they posses |
vanity. It does not sho witself along |
those lines"