Pennant Fever
EXAMINING 20th CENTURY FELT NOVELTY COMPANIES AND THEIR PRODUCTS
Locations: Through the 1960s, several different production sites centered around 427 Douglas Ave. in Ames; then, 532 Luck Ave. in Roanoke, VA where they remain today Founded: 1904 Closed: N/A; they remain in business d/b/a Collegiate Pacific, located in Virginia Maker’s mark: Until the 1960s, sewn labels of varying designs featuring multi-color graphics; made of paper at first, then satin; all made reference to their city of origin; then, paper headers of varying designs were used, with sewn labels re-introduced on select products more recently COMPANY HISTORYCollegiate Mfg. Co. didn’t put the town of Ames, IA “on the map” so to speak. That credit probably belongs to Iowa State University. Nevertheless, for eight decades strong, it was one of the most successful businesses in the state of Iowa. Through the 1980s, they were one of the largest makers of collegiate novelties in the country, including felt pennants and banners. Much like their rivals, Chicago Pennant Co., they too were known for the quality of their products, which were sold nation-wide, and today remain highly sought after by collectors of vintage felt novelty items. But unlike Chicago Pennant Co., however, Collegiate Mfg. Co. remains in business to this day--albeit, under a new name, and not in Ames. We’ll get to all that business later on. First, let’s examine their roots. a. Tilden Mfg. Co. According to the Ames History Museum, in 1869 George G. Tilden founded a dry goods store located at 205 Main St. in downtown Ames, IA. That business existed from 1869-1971 and survived in the same location for more than 100 years. Over the decades it functioned as a general store, then evolved into a department store and generally was known as “The Tilden Store” or simply “Tilden's”. By 1904 the business was run by George’s two sons and d/b/a “Tilden Brothers & Co”. One of these sons, Galen Tilden, saw an opportunity to make and sell felt pennants at the store. Remember now, at the turn of the century, felt pennants had only just become the latest fad in novelty items. And they were especially popular amongst college students--of which there were plenty of in Ames, home of Iowa State University (ne, Iowa State College). Galen took note of these conditions. He quickly saw an opportunity to bring in some new business. According to a 2014 article in The Ames Tribune, here’s how it all started: "The brothers, Lou and Galen, shared management responsibilities until Galen became interested in manufacturing college pennants, utilizing the alteration department for that enterprise. By 1909, the sale of pennants was overwhelming the women in the alteration department with the result that a special sewing room was set up on the second floor of the building across the alley to the north; the fast-growing manufacturing operation was still a Tilden Store Company operation." Not for long. In 1913, “Tilden’s Pennant Factory,” as it had become known, separated from its parent company when it incorporated as Tilden Mfg. Co. (TMC). It then gained a new home on the second floor of the Olsan Building, located just a few blocks west at 400 Main St. In 1927, TMC occupied a brand new three-story structure built for them known today as the Lechner Building (ne, Adams Building), located at 208 5th St. Remember that “special sewing room” they had initially expanded into, across the alley from The Tilden Store? This building, known today as the Octagon Center for the Performing Arts, was known for most of the 20th century as the Masonic Building, located at 427 Douglas Ave. It consists of three stories, and little by little, TMC would come to occupy all but the top floor, including the basement. Moreover, after TMC moved into the Lechner Building, an overhead enclosed walkway was built connecting it with the Masonic Building. This adaptation allowed the two properties to function collectively as the company’s nerve and production center for many decades to come. But the company’s footprint in downtown Ames wasn’t the only thing expanding. 25 years after making his first pennant, Galen Tilden and TMC had grown their product lines to include other collegiate novelty items, including felt pillows, athletic blankets, laundry cases, even band uniforms. In the late 1920s, TMC reorganized. The felt novelty component of the company was sold to a new ownership group consisting of five partners. Two of these partners were Chevalier “Chev” V. Adams and his brother, Clint. Within a year or two, the Adams brothers bought out the other partners, assuming sole ownership of the newly formed company by 1931. With Galen Tilden gone, the brothers renamed the company Collegiate Manufacturing Company (CMC). b. Collegiate Mfg. Co. Chev Adams became CMC’s first president. He held this title until his death in 1960. Under his three decade reign, the company vastly expanded its market share and grew into one of the biggest and most influential felt novelty companies ever to have existed. The Adams family had long been a part of Ames. It all began with the brothers’ father: M. Jay Adams. In 1889, Mr. Adams purchased an undertaking and furniture company located in Ames. By the 1920s, Mr. Adams assumed full control and renamed the company The Adams Funeral Home. That’s when he purchased a grand mansion located at 502 Douglas St. and operated a funeral home there for many decades. After Mr. Adams died in 1943, his sons Clint and Frank would take over for him. Chev, apparently, had no interest in the undertaking business--unlike his two brothers. By the 1940s, Chev was busy running the daily operations of CMC, located across the street in the Masonic and Lechner Buildings. After ten difficult years the company had survived the Great Depression. Many other Ames businesses were not so lucky. In 1941, the Japanese bombed Pearl Harbor, and the US found itself at war once again. In the blink of an eye felt novelties had little importance. During World War II, CMC proudly manufactured military items for the US Army. With an abundant supply of mostly female seamstresses on hand, the company stood well positioned to manufacture uniforms and other war-time clothing. Most notably, CMC made raincoats and ponchos. These products were made so well, CMC received the coveted Army Navy “E” Award for excellence in 1944, which Chev Adams accepted on the company’s behalf. In recognition of CMC’s contributions to the war effort, representatives from the two branches presented the company with--what else--a fish tail pennant! It had to be one of the biggest honors Chev and his company would ever receive. After the war came to an end, it was back to making collegiate goods for CMC. This 1949 post-war advertisement from “The Ames City Directory” lists all the many products contained in their catalogue, which now included stationery, hats and caps, and stickers. Additionally, “Stuffed Felt Animals and Dolls.” More on that later. Note the snazzy new logo introduced around this time. As it was prominently featured in their maker’s marks on their pennants throughout the 1940s, I feel inclined to discuss it further. The logo featured a collegiate-style font that read “COLLEGIATE MANUFACTURING COMPANY” with Ames, IA identified below. Behind it, a sewing needle appeared. Beneath this stood a diamond, filled with the abbreviation “CMC” spelled in a vertical orientation. Two pennants adorned the wings of the “M”. Not bad, eh? By the 1950s CMC products were being sold nation-wide. They now manufactured felt and other collegiate novelty items for dozens of different institutions of higher education. And, they were still looking to expand. In 1956 CMC acquired another established felt novelty company: Pacific Athletic Co., located at 14501 S. Figueroa Ave., in Gardena, CA--an industrial suburb of Los Angeles. In California, the resulting company continued being known as Pacific Athletic Co., or “PAC” for years to come. Legally, however, it was a California corporation operating under a newly created name: Collegiate-Pacific, Inc. If CMC was doing so well at the time, why the merger? Two reasons seem apparent. First, PAC had been established on the west coast for many years. Consequently, it already had accounts with many of the west coast colleges and universities. CMC wanted to expand into this west coast market; but they arrived a bit too late. Merging with PAC opened these doors somewhat. Now they wouldn’t look like the Iowa outsiders that they in fact were. Second, CMC was looking to expand into the apparel business. With PAC’s added production facility and labor force, they could do this easier. Additionally, Gardena was strategically located a mere 25 miles away from the fastest growing tourist attraction in the country: Disneyland, which had opened a year earlier in Anaheim, CA. Perhaps CMC saw an opportunity to produce a large number of Mickey Mouse shirts? Merging with PAC therefore made perfect sense from a financial point of view. Meanwhile, back in Ames, expansion at CMC occurred, too. With two production centers now online, and a third in the works, a central warehouse was needed to store finished products awaiting shipment to retail customers. In the mid-1950s, the old Ames Canning Company factory closed, thereby creating an opportunity for CMC to acquire such a property. Conveniently located along the Chicago & Northwestern R.R. tracks at 1949 E. 2nd St., this site must have seemed too good to be true! (It was. Read on.) In 1960 CMC President Chev Adams died. His successor was A. W. “Red” Littlefield, of Ridgewood, NJ. Littlefield had been a close personal friend and business partner of Chev’s for many years. Littlefield’s career, however, had centered around books--not pennants. He was a publisher, specializing in college textbooks. In the 1940s, Littlefield served as General Manager at Barnes & Noble in New York. Back then, CMC was Barnes’ Western Depository. Eventually, Littlefield started his own publishing company called Littlefield, Adams & Co. in Patterson, NJ. By the end of the decade CMC, and its off-shoots, would become a wholly owned subsidiary of Littlefield’s publishing enterprise. c. Collegiate-Pacific In 1963 CMC expanded yet again: this time, into Virginia. As they had done seven years earlier in California, the new corporation was, legally speaking, named Collegiate-Pacific. The rationale for this expansion was simple: the company wanted to be closer to its customers--ostensibly, those on the east coast. With production facilities now located on both coasts, and their mid-west nerve center in Ames, they now commanded a transnational presence that their competitors could not match. At 532 Luck Ave. in Roanoke, VA stands a one story, red brick building--complete with a basement. Nothing fancy. It appears that it was acquired to serve as the principal site for production of felt novelty products within the expanding company. That said, it remains possible, for at least a short period of time, that pennants were made at all three sites in the mid-1960s: Gardena, Ames, and Roanoke. From a business point of view, however, this makes little sense. More than likely, each location was tasked with making different products. It appears that Gardena became the apparel division; Roanoke the felt novelty division; and Ames served as company headquarters. With a presence now in three states, each division operated under different names. In Gardena, Pacific Athletic Co. maintained their old name through the end of the decade. In Roanoke, Collegiate of Virginia was born. Back in Ames the company was still referred to as Collegiate Mfg. Co. Within the company these three names were used to better distinguish each site. Externally, however, the company re-branded itself as “Collegiate-Pacific” (C-P). By the mid-1960s, all pennants, apparel, and other products began receiving maker’s marks identifying the company by this name. Remember that Ames warehouse CMC had acquired in the late 1950s? Well, by 1968 it was chocked full of felt pennants, banners, and stuffed animals; plus t-shirts and sweatshirts. In other words, very flammable items! On June 9, 1968 a lightning storm descended upon the town of Ames. The warehouse was struck twice, resulting in a conflagration that quickly spread through the 50 year old structure. By the time the fire was extinguished, the warehouse was a total loss. C-P sustained losses of $0.5M. C-P would rebuild the warehouse. Moreover, with their decentralized production facilities unaffected, the factories in Gardena and Roanoke were able to re-stock the company’s diminished inventory in time for the busy fall season, when orders were due to be delivered to retail customers. No doubt proud of this feat, the C-P marketing department used this experience to illustrate the company’s resiliency, as seen here in the below advertisement: By 1972, Andy Christensen served as President of C-P. His career there started with a summer job in Ames at CMC’s Shipping Department back in the mid-1950s. He went on to be a salesman, and eventually the head of the company. Through the 1970s and early 1980s, C-P continued making collegiate felt products, clothing, and stuffed animals, the latter of which was sold for many years under their “Personality Pets” line--many of which were collegiate-themed. But change was on the horizon. By the 1980s, the world had become a much different place than the one Chev Adams faced when he took over in 1931. Since then, the economy had gone global, and manufacturing jobs that had once existed for decades were moving overseas, where labor costs were significantly cheaper. For many American businesses, the signs were clear: outsource your manufacturing, or risk economic ruin. C-P had changed in many ways, too. For several decades, it had been owned by a New Jersey parent company, with no real ties to Ames. For the board of directors at Littlefield, Adams & Co., it was apparent that C-P could no longer compete in the marketplace and still make their products in the USA. Moreover, around the country, some of their fiercest competitors, such as Chicago Pennant Co., had to close their doors after 70+ years in business. A choice had to be made: move production overseas, or sell off the company’s assets and get out of the felt novelty business. They chose the latter. Being made in America had always been a close part of TMC/CMC/C-P’s identity. Their pride, too. By the late 1980s, most of C-P’s assets had been sold off. By decade’s end, nothing remained of the old operation in Ames. In Roanoke, however, the production facility and name “Collegiate Pacific” were purchased by two former C-P employees: Bill Webster and Chet Atkins. Today, both Littlefield, Adams & Co. and Collegiate Pacific live on. Littlefield is now based in Ohio and, according to Bloomberg.com, “principally engages in the design, imprinting, and distribution of young men's and boys' active wear products under various license agreements.” Basically, they make novelty t-shirts and sweaters. Moreover, 100% of their products are made overseas. Collegiate Pacific is alive and well and still operating out of the same building in Roanoke. In fact, Bill Webster and his brother Dan still run the company. Most importantly: they still make high-end felt pennants and banners using American labor, premium materials, and advanced manufacturing techniques. The only real difference from the past is that the Websters dropped the hyphen in the name “Collegiate Pacific” that their predecessors used for several decades. Today, Collegiate Pacific manufactures felt products for sale in college bookstores located at nearly 200 different campuses across the nation. Additionally, they also manufacture all Major League Baseball felt pennants and banners sold under the Mitchell and Ness brand name. In 2004, Collegiate Pacific celebrated 100 years in business. Now in their 114th year, they’re likely the longest running pennant maker still making pennants today. For more information on CMC, including additional images connected with CMC not featured above, visit the Ames History Museum’s terrific webpage at: http://www.ameshistory.org/content/collegiate-manufacturing-company KEY PRODUCTSIf you’ve read my other posts, you may have noticed there’s a lot in common between TMC/CMC/C-P and another manufacturer covered previously: Chicago Pennant Co. (Chipenco). Both started around the turn of the century, and as an offshoot of an unrelated business. And throughout the 70+ years that they directly competed with each other, the two companies generally sold similar premium quality, retro-style felt products. One felt item CMC sold with great success was the Personality Pet. Nobody else, not even Chipenco, tried to copy it. It started off in the 1950s as a felt animal stuffed with ground cork, made in the school colors of that particular college. Sometimes the animal resembled the school’s mascot at the time, like this depiction of Notre Dame’s sideline Irish Setter, whom they named “Terry.” Personality Pets became so popular, CMC extended production into non-sports stuffed animals. But enough about stuffed animals, right? Let’s get back to pennants and banners. One nice little touch unique to CMC’s pennants was the use of angled tassels. Throughout the 1950s and early 1960s, their pennants featured two pairs of tassels, all of which were cut at 45 degree angles. To complement this, they used a non-contrasting color for the pennant’s spine, i.e., the spine and the backfelt featured the same color. For an example of both, check out this Dartmouth pennant. Together, these two characteristics created a signature unique to CMC’s pennants during this era. By the mid-1960s, pennants were being made by C-P and in Roanoke. It appears that the company may have stopped using either of these two characteristics consistently, from then on. During the 1950s, CMC also ventured into professional sports. It wouldn’t last very long, nor create a great number of pennants; however, during this brief experiment they managed to create one of the most unique and sought after pennant styles on the vintage market today. Known amongst collectors as “3-D pennants” they were made only for four MLB teams: the New York Yankees, Brooklyn Dodgers, New York Giants and Boston Red Sox. As the name would indicate, all four designs featured a minor three-dimensional element to the mascot artwork, e.g., Uncle Sam’s plastic bat and puffy beard, the Brooklyn bum’s plastic bat and hanging satchel, etc. During this same time, CMC also manufactured 3-D pennants for a handful of colleges. Nothing against the above products; but, these weren’t even their best work. For my tastes, I will always be a sucker for CMC/C-P’s cartoonish mascot pennants and banners of the 1950s and 1960s. And, while other company’s did make similar products at the time, nobody quite nailed it like CMC/C-P. By the 1940s colleges began introducing mascots along the sidelines of major athletic contests. Many were animals. Sometimes they were live animals. Oftentimes they were a human wearing an animal costume. Some were cute. Most silly looking. Others, ferocious. And, yes, many were mildly offensive in light of contemporary standards. In the late 1940s CMC took notice of this development. At the time, CMC was the selling agent for Angelus-Pacific, a decal company located in Fullerton, CA. Since the 1930s, Angelus-Pacific had been manufacturing collegiate decals sold across the nation. They, much like CMC, staffed an art department responsible for designing the decals they sold. One such artist was Arthur Evans. Allow me to say a few words here about the man…. Arthur Evans has been called by some the most famous artist you’ve never heard of. I don’t disagree. From 1932-77, Evans created illustrations for Angelus-Pacific depicting the mascots of just about every major college or university throughout the country. Oftentimes he would re-use the same image for different schools sharing the same mascot, e.g., eagles, tigers, etc. His work was so popular, others blatantly copied it. This all came in an era that preceded trademarked images and other legal protections for so-called “intellectual property.” Today, images of these vintage mascot illustrations survive on various different mediums. The confusion lies in identifying which designs came from Arthur Evans’ pen--or some copy cat. (Evans never signed his work.) Some people claim Evans’ characters’ eyes all look the same. But for me, the biggest giveaway is the use of a sailor’s cap. In fact, many of Evans’ mascots can be seen wearing a comical sailor’s cap (or, freshman cap/beanie) atop their heads, especially one bearing the initials of their school. Here’s a 1950 dated pennant by CMC featuring two of Evans’ creations: Because Angelus-Pacific did not make felt novelty items, it appears they loaned (or licensed) Evans’ designs to those that did. And, because CMC was already Angelus’ selling agent of their decals, CMC was first in line to receive his artwork. Their pennants notwithstanding, CMC’s felt banners represented the best examples of their mascot artwork. And many of these banners were filled with Arthur Evans’ colorful cast of mascot depictions. Perhaps the easiest way to identify a CMC-made banner from this era is in the layout: they often featured multiple mascots lined up together, each bearing a letter that spells out their school’s name or initials. Here is just a small sample of some of the felt banners CMC produced during the 1950s and 1960s: MAKER'S MARKSAnother difference between CMC/C-P and Chipenco was their consistent use of sewn labels. Whereas Chipenco always affixed a label to their felt novelty items, CMC/C-P did so inconsistently. Still, throughout the 1940s until the mid 1960s, labels were used by CMC, and briefly for C-P. In the mid-1960s, C-P replaced their labels with paper “card headers” or “toppers” that were sewn into their pennants’ spines. Unfortunately, while this identified the maker at the time of purchase, the header was intended to be removed post-purchase; and nearly every time, the consumer did just that. In my research, I have yet to come across a label or maker’s mark identifying a Tilden Mfg. Co. pennant or banner. I know I have to have seen or handled some of their products … but, I cannot recall ever seeing a maker’s mark of any sort for their felt products. Additionally, once the company was renamed Collegiate Mfg. Co. in 1931, it appears that CMC did not immediately begin using labels until the decade’s end. If I am wrong as to either of these beliefs, I hope someone will correct me! Label #1A (ca. 1935-39); 427 Douglas Ave., Ames, IA. This is the earliest CMC label I have come across. It was sewn into the pennant’s spine on the reverse side. Note that it was made of paper. Additionally, it likely pre-dates 1940 because the wool composition disclosure is absent. Finally, the pennant this particular label was affixed to featured painted graphics--not flocked lettering nor sewn letters--which CMC was not known for after 1940. Label #1B (ca. 1940-42); 427 Douglas Ave., Ames, IA. This label was identical to the above; however, CMC sewed the label upside down so that the rear surface was more immediately visible. Stamped on this rear side read “THIS FELT HAS BEEN STERILIZED AND IS 100% WOOL”. Therefore, this particular pennant it was affixed to likely was made in the early 1940s, when newly created federal law had just taken effect. Label #2 (ca. 1943-54); 427 Douglas Ave., Ames, IA. It appears that CMC updated their label in the early 1940s, now including wool composition info. Label #3A (ca. 1955-59); 427 Douglas Ave., Ames, IA. In the 1950s CMC completely re-designed their label. Now it was made of satin, not paper. Additionally, it featured red and blue text, which certainly made it unique among other maker’s marks of that era. Label #3B (ca. 1960-62); 427 Douglas Ave., Ames, IA. Take a second look above at the previous label. Notice those frayed edges? That happens with machine cut satin: it frays, leaving unsightly threads hanging from the cut edges. So, CMC began cutting the labels with pinking shears, to minimize this occurrence. For the last several years that they used these satin labels, the machine cut edges of the label would feature this zig zag pattern. Label #4 (ca. 1963); 427 Douglas Ave., Ames, IA. It’s not entirely clear when the company began re-branding its products under the name Collegiate-Pacific. By 1963 they had incorporated under this name in the states of California (1956) and Virginia (1963). Therefore, I suspect that this label was likely introduced around 1963, and for less than 12 months. Perhaps this was used in Ames to differentiate between their felt products versus those made in Roanoke, where they had just began making the same? Because I don’t believe the company continued making felt products in Ames long after Roanoke came online, that may explain why this label is so scarce today. Maybe this was one of the last felt products to come out of Ames? Note that other than a hyphen and the addition of the word “PACIFIC” this label is otherwise identical to #3B above, including the zig zag pattern on the machine cut edges of the satin label. Label #5 (ca. 1963); 532 Luck Ave., Roanoke, VA. Here we have one of the first pennants to come out of the company’s new facility in Roanoke. Much like the previous label, this one is rather scarce today. Shortly after production ramped up, the company ceased using sewn labels all together. Note that this label too was made of satin; however, the machine cut edges were cut straight, like they were throughout the 1950s, as seen in label #3A earlier. Also note that the tassels on the pennant it is affixed to were cut straight--not angled; and the spine has been replaced with a color contrasting spine that distinguishes it from the backfelt. Header #1 (ca. 1964-1995); 532 Luck Ave., Roanoke, VA. By the mid-1960s, it appears felt products were coming mostly out of Roanoke. Perhaps to avoid confusion amongst their customers, the company re-branded all felt products under one name: Collegiate-Pacific. This header bears evidence of that fact. Note that, for the first time since they began using any sort of makers mark, this header fails to identify where the item was made. This may be no accident. As the company was now making different products in three different cities, omitting the city of origin may have made business sense for a company that was trying to project itself as a transnational corporation. Here’s what this same header looks like after the consumer attempts to remove it….
Header #3A (ca. 1995-Present); 532 Luck Ave., Roanoke, VA. In the mid-1990s the Webster family assumed ownership of Collegiate Pacific. This header reflects that change. Whereas the previous style survived unaltered for several decades, this one is contemporary in every way imaginable. Note how many different colors it uses! Other than the “Since 1904” part, nothing in this marketing would suggest that the company has been making products like this for over a century. Header #3B (ca. 1995-Present); 532 Luck Ave., Roanoke, VA. At some point, perhaps because Collegiate Pacific understood consumers would remove most of the header post-purchase, they added the company name, address, and telephone number to the reverse side of the header--precisely where the stitching runs, to better preserve this information for the ages. They also perforated the header, thereby making it easier for the consumer to remove most of it for easier display. Good thinking, guys! Here’s what this same header looks like after the consumer removes the upper portion of it…. Label #6 (ca. 1995-Present); 532 Luck Ave., Roanoke, VA. In addition to re-designing the headers used on Collegiate Pacific pennants, the Websters also re-introduced sewn labels to their felt banners.
Note: All unquoted material on these pages is © 2019 K.R. Biebesheimer & Son. All rights reserved. Short excerpts may be used after written permission obtained and proper credit is given. ♦♦
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Locations: Multiple production sites located throughout Chicago’s south side Founded: April 10, 1910 Closed: early 1980s Maker’s mark: Sewn labels of various designs that changed over the decades; typically featured company address and/or logo thereon; occasionally a year of production COMPANY HISTORYChicago Pennant Co., or “Chipenco” as I will henceforth refer to them, was one of the most successful felt novelty companies ever to have existed. For 70 years, they made a host of different collegiate products that were sold nation-wide--many of which were so well made, they’re still in great demand on secondary markets to this day. In 1910, H.J. Hansen launched the Chicago Pennant Co. It was not his first business venture. Several years earlier, he had started a successful store d/b/a “H.J. Hansen & Co.,” a men’s furnishings store specializing in the sale of hats. This retailer was located at 532 E. 63rd St., in south side Chicago’s Woodlawn neighborhood, not far from the University of Chicago (UC). The day’s fashion back then dictated that men wear hats. Including college students, who were mostly men. Hansen’s haberdashery served that need. To appeal to his young customer base; or perhaps because he loved felt pennants, or maybe both, the handsome interior of his store was decorated with felt pennants. So appealing was this décor, one reviewer for “The American Hatter,” vol. 39, pp. 81-82 (1909), remarked: "The decorations are so impressive a feature of the interior ... that they require mention here. Loops and strings traverse the bare ceiling space, weighted down with pennants and college flags of every description." See for yourself: But even before Chipenco had incorporated as a separate, legal corporation, Hansen was actively peddling felt pennants. In fact, the pennants hanging from his store’s ceiling weren’t just decorative items--they were all for sale, along with the hats. Moreover, according to the “The Clothier and Furnisher,” vol. #71, p. 101 (1907), H.J. Hansen & Co. distributed a six page brochure promoting the latest fall styles in stock that season, one page of which was dedicated exclusively to college pennants! Eventually Hansen’s pennant sales must have outpaced hat sales. On April 10, 1910 Chipenco was born. According to Illinois’s corporate registry for 1911, Chipenco’s first principal place of business was 1105 E. 63rd St. This was only a few blocks south of campus where UC students easily frequented. Hansen was identified as Pres./Mgr of the new company, and C.D. Peck as Secretary. That’s where the trail goes cold when it comes to Mr. H.J. Hansen. After 1911, I found no mention of him in any corporate filings associated with Chipenco. In fact, I found no further mention of him at all--either with Chipenco, or with H.J. Hansen & Co. It’s like he and his past disappeared shortly after Chipenco was formed. Did he sell the haberdashery to launch the pennant company? Perhaps he had a falling-out with his partners that resulted in him selling his interest in the newly formed company? Or maybe he died? With or without Hansen, the next seven decades would bring great success for the upstart pennant company. Although ownership, and especially location would change frequently in the years ahead, Chipenco grew into one of the largest collegiate novelty companies in the country. By 1912, Chipenco moved several blocks east to 1212 E. 63rd St. While they would not last long there, it was long enough to run this ad in Life magazine, vol. 61, no. 1575 dated January 2, 1913: By 1913, Chipenco was established a stone’s throw east at 1224 E. 63rd St., as listed in Illinois’s corporate registry for that year. C.D. Peck was now identified as Pres./Mgr. They remained there for around five years. According to “Hendricks’ Commercial Register of the United States,” by around 1919 Chipenco had moved to 6142 S. Cottage Grove Ave. This relocation too proved short lived. Illinois’s corporate registry for the year 1920 has them at 1310 E. 61st St. Two years later, it named the Pres./Sec. as as I.E. Silloway. By 1924 Chipenco was located at 6542 S. Cottage Grove Ave. If that address seems familiar, I must point out that they would spend much of the 1940s at the same address. But this first iteration in that building would not last quite as long. For at least the next five years or so, it was home. During this time Chipenco unveiled a new logo. It looked more like a medieval coat of arms than a felt novelty company’s logo. Still, it was rather magnificent, seen here on the cover of this 1924 catalogue: Let’s take a closer look. It featured a shield with three compartments: the first bore a “CPCo” monogram; the second bore the winged foot of Hermes commonly associated with track and field sports; and the third a Laurel wreath. Along the bottom an unfurled banner read “QUALITY PLUS SERVICE,” the company’s new motto. Atop the shield sat an eagle with spread wings, flanked by--what else--two extremely long pennants. By 1933, however, Chipenco had put down roots in what would amount to their seventh location in their first two decades of existence: 1711 W. 74th St. This begs the question: why so many moves? It’s hard to say, but I suspect it may have been due in part to changes in company ownership/management observed during these initial years of the Hansen, Peck and Silloway regimes. But perhaps the company’s explosive growth best explains why they moved around so much. To this point, it’s noteworthy that this particular move put Chipenco further away from UC’s campus. In those first years, UC products and their customers were the company’s lifeblood. By the 1930s, however, the company’s success was due in large part to their growth in new markets beyond city limits. Indeed, by this time Chipenco was supplying a steady stream of collegiate products to schools on both coasts, and everywhere between. Undoubtedly, some of these relocations were necessitated by the company’s increased production demands. Although the structure they inhabited has since been razed, its footprint along 74th St. appears significantly bigger than any of their previous sites. It’s also closer to the railroads, which would have helped them ship their goods to retailers throughout the nation more easily. By the 1930s, Chipenco was a truly national brand. And they desired to keep this momentum going. But they had a problem: their name. “Chicago Pennant Co.” served them well in those early days when they relied heavily on local customers, like UC. But now they had penetrated markets beyond the mid-west; and they needed to keep their foot in those markets to keep their competitors out. The answer: civic pride notwithstanding, the company re-branded itself as “ChiPen’co” throughout its labels, catalogues, and marketing. To complement this re-branding, they introduced a new primary logo. The aforementioned coat of arms logo introduced in the mid-1920s was temporarily set aside. In its place came a more modern art deco inspired design better suited to the times. According to Illinois’s corporate registry Chipenco remained at this 74th St. location through 1940. That year and the year prior, it listed C.E. Silloway as President. Henceforth, there was no mention of I.E. Silloway. The same corporate registry for the year 1941 evidenced Chipenco’s return to 6542 S. Cottage Grove. The very same building they had occupied in the latter half of the 1920s. Why they came, left, then returned remains a mystery to me. This time they would stay through the end of the decade, as per Illinois’s corporate registry. C.E. Silloway would continue on as President. Here’s a classified ad from a 1944 copy of the Southtown Economist, listing the above Cottage Grove building as Chipenco's address: I found this ad very interesting. In 1944, the US was in its third year of participation in World War II. Throughout the country there were serious labor shortages caused by the loss of so many men serving overseas. In their absence, women filled the voids throughout factories and manufacturing centers of America. These women supplied the necessary products that ultimately fueled the war effort, enabling our soldiers to defeat the axis powers. If you were a seamstress in 1944 your services were probably in high demand, as the war-time need for everything from uniforms to parachutes was critical. It therefore makes sense that Chipenco was in need of female employees in 1944. And, they were so desperate, they apparently would take applicants with no sewing experience. In 1950 Chipenco moved to 1921 W. 87th St., a spot southwest of all previous locations to date. This was their ninth location in 40 years. Unlike the others, however, they would remain at this site for the next quarter century--by far their longest run of the ten different locations to be occupied. Here’s a pennant dated October 7, 1950 acknowledging the company’s new address: According to the Illinois corporate registry, C.E. Silloway remained company president through at least 1953. Perhaps longer. (1953 was the latest year these records were available online, at the time of this writing.) I looked hard for information on the Silloways, but found nothing. All we know is that I.E. Silloway was in charge by the early 1920s; and C.E. Silloway ran things from the late 1930s through the early 1950s, perhaps longer. Like several other felt novelty companies of the 20th century, Chipenco was a family business. It’s likely the Silloways were a father and son dynasty. Who knows, perhaps a third generation was involved in later years? At some point in Chipenco history, Janet Bergman Hagins (1920-2005) managed the “family business … until her retirement,” according to her obituary in The Chicago Tribune. Born January 29, 1920 in Chicago, she had lived in the nearby suburb of Tinley Park, IL and was married to David M. Hagins, who preceded her in death. I found nothing else on the Hagins connecting them to Chipenco, unfortunately. But at some point in the latter half of the 20th century, the Silloways likely sold the company to the Hagins family. Around 1977 Chipenco moved to their tenth and final location: 1819 W. 170th St., Hazel Crest, IL. For the first time in company history they were now located beyond Chicago’s city limits--about 20 miles drive from their first location on 63rd St. in 1910. Here’s a banner acknowledging the company’s new home and year of production (1977): Unfortunately, by 1981, or within a year or two later, the steady stream of Chipenco products we came to enjoy ended. The company closed around this time, thereby ending a seven decade run wherein some of the best collegiate memorabilia was manufactured. KEY PRODUCTSOver 70+ years, Chipenco made many different types of products. Much more than just felt pennants and banners. Indeed, they also sold collegiate themed pillow cases, sheep skins, ceramic plaques, stickers, memory books, etc., even laundry cases. But the quality of their felt novelties is what distinguished them from their competitors. For example, Chipenco was one of only a half-dozen felt novelty companies that used flocked lettering/graphics, i.e. raised velvet. When others painted their graphics on, Chipenco used this alternative method, branded “A ‘SILVET’ PROCESS PRODUCT”. It was more expensive; but, more resistant to cracking and thus more aesthetically pleasing. Additionally, Chipenco seems to have embraced the past, offering a continuous line of retro-style pennants when others were moving to newer (and cheaper) styles. Indeed, two-piece, oversized, and sewn letter pennants, as well as those featuring burnt leather seals, were all commonplace in the 1910s and 20s. But the industry evolved, and most novelty companies had phased these styles out for more contemporary looks by the 1940s. Not so for Chipenco. For instance, here we have a Ball State two-piece, oversized, sewn letter pennant featuring a burnt leather seal--but made sometime in the 1940s: And here’s a Stanford sewn letter pennant … made in 1971: But the quality behind a felt product can be measured in ways beyond production methods and styles offered. Artistic design is just as important. And in the 1950s and 60s, Chipenco produced a memorable array of amusing banners featuring a cast of collegiate mascots--not all of which were politically correct by modern day standards! (For more on mascot banners like these, see: https://vintagecollegebanners.weebly.com .) MAKER'S MARKSWhat really set Chipenco apart from others was their consistent use of labels on their felt products throughout their 70+ years in business. On all but the earliest, these labels included an address. And because we now know the approximate years the company was located at these addresses, we can accurately date their products. Moreover, towards the last several decades, Chipenco even included a year of production on these labels. Who made it? When was it made? Where did they manufacture it? When it came to Chipenco, no company came close to providing collectors answers to these questions.
Label #3A (ca. 1913-15); 1224 E. 63rd St., Chicago, IL This label's pretty much the same as label #1; just with an updated address.
Label #4 (ca. 1916-19); 6142 S. Cottage Grove Ave., Chicago, IL This label specifies with greater detail the additional products now offered beyond pennants. For instance, this UC Chenille Letter pictured alongside a felt banner and pennant. Label #5 (ca. 1920-22); 1306 E. 61st St., Chicago, IL Only change from label #4 was the address. Label #6 (ca. 1924-27); 6542 S. Grove Ave., Chicago, IL This label marked the first time the company’s coat-of-arms logo was featured thereon. This handsome logo incorporated, among other design elements, a return of the "CPCo" monogram featured on labels #0.0 and 0.5, above. Label #7 (ca. 1928-29); 6542 S. Grove Ave., Chicago, IL Not long after introducing the coat-of-arms logo to their label, it disappeared. Here, we see a more contemporary art deco inspired label more fitting of that era. You can just barely make out "Grove" in the address listed on this 1928 dated pennant. Label #8 (ca. 1933-40); 1711 W. 74th St., Chicago, IL By this point, their label listed an array of different products Chipenco made beyond pennants: memory books, lab aprons, stickers, etc. The company had come a long way since 1910, and they wanted consumers to know the wide range of collegiate products they now offered. Label #9 (1941-49); 6542 S. Cottage Grove Ave., Chicago, IL The coat-of-arms logo was restored to the label after a dozen or so year absence. A retail price block, where retailers could write-in a price, was introduced. It would remain a permanent fixture on Chipenco labels until the company’s final days. Another permanent fixture from hereon was the wool composition disclosure, listed in the footer, to comply with new federal law. Finally, throughout the next two decades, the company used a variation of this label that substituted the header’s text with “A ‘SILVET’ PROCESS PRODUCT…” to indicate when the item was made with Chipenco’s special blend of flocked graphics or lettering. Label #10 (1950-61); 1921 W. 87th St., Chicago, IL In 1950, Chipenco moved to 87th St., prompting a modification of their label. Initially, the ink utilized was red; but, for the most part it was black. Moreover, for the final three years under this label style, 1959 through 1961, a two digit year of production appeared in the bottom right corner. Accordingly, this banner was made in 1960 for the Yale freshman Class of ’64. Label #11A (ca. 1962-65); 1921 W. 87th St., Chicago, IL In 1962, Chipenco re-designed their label, but remained at their W. 87th St. location. Recall, in the late 1920s and 30s, they had re-branded themselves under the name “ChiPen’co” (see labels #7-8, above). Now, they were “Chipen’co”. Additionally, the primary color for this label was blue; although black and red were less frequently used. For at least the first four years under this label, the year of production was curiously absent on the label, as seen here (above) on this Harvard Class of ’69 banner, likely made around 1965. Label #11B (ca. 1962-65); 1921 W. 87th St., Chicago, IL During these interim date-less years, the label was sometimes made of satin, as seen here (above, right) on this Northwestern pennant, much like Collegiate Mfg. Co. of Ames’s labels were during that era. Label #11C (ca. 1966-76); 1921 W. 87th St., Chicago, IL Sometime around 1966, the two digit year of production returned to the bottom right corner, where it had been several years prior, as seen here (above) on this Stanford pennant made in 1971. Label #12 (ca. 1977-81); 1819 W. 170th St., Hazel Crest, IL Upon moving to Hazel Crest, the label was slightly modified. The two digit year of production was now preceded by an apostrophe; the retail price box was relocated to the footer; a five digit ZIP code appeared; and the company name was written in block lettering, among other changes, all exhibited here (above) on this Notre Dame pennant made in 1979. Label #13 (ca. 1982); 1819 W. 170th St., Hazel Crest, IL This appears to be the final label ever issued by Chipenco. The two digit year of production was removed. The retail price block was relocated to the upper right corner where it had been for many decades prior. What’s more, the label looks like it’s made of paper; and, it’s quite large--almost too big, leaving lots of unused white space. [Writer's note: My thanks to reader Andrew D. for sharing this image with me for use on this site.] Specialty Label: Triangle Book Shop, Ithaca, NY (ca., 1930s) For certain retailers, Chipenco made products "Expressly For" their retail use. When applicable, a special label promoting this store by name was used. Typically, this retailer was the campus bookstore that was either located on or off campus. Specialty Label: Houston Hall, Univ. of Pennsyvannia (ca., 1930s) This Penn banner was made "Expressly for" a retail store located on campus. Specialty Label: Beaston's, Philadelphia, PA (ca., 1930s) Another Penn banner, this time made "EXPRESSLY FOR" a different retail store also serving University of Pennsylvania students. (Not too different from the above banner made "expressly for" their competitor up the street, if you ask me.) Note: All unquoted material on these pages is © 2019 K.R. Biebesheimer & Son. All rights reserved. Short excerpts may be used after written permission obtained and proper credit is given.
♦♦ INTRODUCTIONCollect baseball cards, and you already know there’s tons of materials available documenting everything you ever wanted to know about the hobby. Who made it? When was it made? Where did they make it? These are all easy questions a person could likely answer simply by examining the four corners of a given card. With a little more research, you could find out how many were made that year; and perhaps even why it was made in the first place. The same goes for stamp and coin collecting. I wish I could say the same for felt pennants and banners. Unfortunately, the opposite seems true. More often than not, collectors of vintage felt novelties can only make assessments about the decade in which a given piece was made. And that’s usually where the information completely dries up! Nobody seems to know (or, care) about anything else beyond that. After I became interested in pennants, I asked myself these questions. So I turned to the internet … and surprisingly found very little. I looked for books on the subject, expecting to find several--but found only one: Mike Egner’s “Vintage Pennant Price Guide,” a survey of the best pennants available for most professional sports teams through 1970. That was it. Here’s the problem: unlike a baseball card or coin, pennants generally bear very little production information on them. Whereas most baseball cards reference the year they were made, pennants typically won’t unless it commemorates a certain event, team or championship. Even still, many pennants celebrating a particular championship lack any reference to a year. And if your team won a lot of titles that decade, it’s nearly impossible to pin down which championship year the pennant commemorated. (You Yankee collectors know what I’m talking about!) Another problem is pennants typically retain very little information identifying the manufacturer on them. Sure, especially in the early 20th century, some makers sewed labels on the reverse listing the company name and where it was located. But by the 1940s, 50s and 60s, only a few manufacturers continued this practice. Instead, many makers affixed a paper “topper” to the pennant containing manufacturing information. The problem was, unlike the sewn label, the topper was intended to be removed by the consumer post-purchase. Consequently, many vintage pieces from this era today lack any information about who made it, where, when, etc. |
About me...I collect vintage pennants and banners. Soon after getting into this hobby, I became curious about the companies responsible for their production. I had to look hard, but eventually found a lot of interesting information on many of them, and their products. This site is my repository for that research. Periodically, I will dedicate a post to one of these featured manufacturers. I hope other collectors will find this information useful. Featured Content:
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