The Washington times., 1909-11-27
PATENT LEATHERS
NEED NOT CRACK
Old Rule of Not Guarantee
ing Them Is Unnecessary
Says Dealer.

That the old rule which has obtained
among shoe manufacturers and retail
shoe dealers for years OF not g-laran-
teeiug any patent leather shoe against
cracking or checking" Is a dead let
ter; thar patent leather shoes can be
guaranteed and that it pays to adver-
tise this fact broadcast in the daily
newspapers, was the statement made by
Joseph Berberich, of Robert Berberich
& Sons, distributors in this city Of the
brand Of shoes known as ''Burrotaps. d"
Signs in retail shoe stores reading I'VE
do not guarantee patent leather shoes
have been common for years. and the
general popularity Of the patent leather
shoe has been due to it's appearance.
rather than 20 its wearing qualities.
Some shoe dealers have advanced
various reasons for the unreli-
ability Of patent leather. including
among them the fact that the outer
veneer would check and crack mere
ly from temperature changes, and
without any wear whatever.
Theory Revolutionized.
''Nc have revolutionized this old-time
theory" said Mr. Berberich TODAY.
Robert Rerb srich's Sons are the
largest users Of newspaper advertising
space Of all the firms in the exclusive
retail boot and shoe business in the
United States. Last year. they used
$4,000 lines and were accorded first
rank as advertisers by most Of the
advertising journals of the country.
When it is considered that this firm
has made a positive guarantee Of sat
isfaction with every display Of printer s
ink in this advertising and that they
have ever stood ready and willing to
make their guarantee good, the relia-
bllity of the firm is fully established.
nat lney nave used so much space
in the papers to let the people Of Wash
lngton know Of the virtues of their
'Korrect Shape Burrojaps shoes is
the best possible Indication of the pro-
greSsiVe spirit Of the firm. No one
doubts that the firm is growing rapidly
Their competitors admit il and their
friends are surprised at the great trade
they have built uD-
Wearing Quality
The patent leather variety OF shoe
is the most attractive now worn by the
American, but many men fear to buy It
because they say it cracks right
away The neat appearance Of the pat
ent leather shoe is admitted by every
one but the fear that II will not wear
well is constantly with many men.
1T is to this class of men that Robert
Berberich's Sons have been appealing
lately. II is to them that the guarantee
Of the patent leather shoe is made with
great effectiveness. This firm has ad-
vertised for months that if win make
good any break in the uppers as long
as the sOles are not worn through
This guarantee solves the problem
for many a man No one need fear
purchasing patent leather BurrOjaps, for
he is now certain the uppers will remain
unbrOken as long as the sOles last. II
they do not, be will have a new pair
Of shoes as a present from this firm.
The firm sOliCits the return of any shoes
not up to it's guarantee.
The Burrojaps shoe is a lightweight
patent leather shoe made in about sixty
shapes. Burro leather Is used, and the
process whereby the high polish is given
the leather is a secret known only to
Burt q Packard, who manufacture the
shoes.
THE shapes in which the shoes Of this
make are manufaD tured are known as
'korrect Shape shoes. Robert Der
berich's Sons have the exclusive agency
for this shoe I'm Washington"