Eventually Your Ribbon House (Tales From the Schmatta Trade, 2)

Sample folder; front—

Dial MUrray Hill 4-4322, and, Eventually...

Reverse—

Merchandise inside—

Opened; 7x14 inches

Left side of triptych: two thin layers of fabric ("self material") are sewn together for straps—

The other straps use machine-made ribbon ("standard qualities")—

Stock shades: white, pink, tearose

The company's one-time headquarters, 102 Madison Avenue at 29th St—

Photo: 14 to 42  (2003)

This is from New York City Signs – 14th To 42nd Street. Among the site's details on 102 Madison Avenue at 29th Street—

The Ribbon Mills Corp. dates from 1924. They were located at 1180 Broadway (Arthur Flatto, president-treasurer) until 1933, then moved to 102 Madison Ave. They remained at this address until 1939. Click here for Ribbon Mills sign. Ribbon Mills Corp. was preceded by the Flatto Ribbon Corp., founded by the brothers George I. Flatto (1886-1969) and Arthur C. Flatto (1895-1955) in 1919. They were sons of Samuel A. Flatto, a pawnbroker, who immigrated from Germany ca. 1867-70. The family appears in the U. S. Census of 1900 living at 170 E. 95th St. George is 13 years old and Arthur C. Flatto is 5. Prior to founding Flatto Ribbon Mills in 1919 George Flatto had previously been employed for 17 years at E. H. Levy. Another brother, William Flatto (1885-1965), was also associated with the business. He was elected a director of Flatto Ribbon Corp. in 1953. Ribbon Mills and Flatto were both located at 29-33 W. 35th St. in 1940/41 (with prominent signs) when the "tax photos" (available at the NYC Municipal Archives) were taken. The Ribbon Mills Corp. closed in the early 1950s and Flatto Ribbon continued until around 1959.

Site note: "Construction of new residential housing along 29th St. has almost totally destroyed the view of these signs as of mid-year 2007."

Among other long-ago building occupants was Max Held Waist Co./Forsythe Waist (previously, Max Held "Herald Square Waist Makers"). Fels Dresses was founded in the 1880s, and in 1901-02 was listed as manufacturing suits and children's clothes. 14 to 42 posts this 1920 New York Times ad—

1926 ad; different address, same old slogan...

And as for that Ribbon Mills slogan...

Sooner or later: You'll buy.

The mildly threatening line seems a peculiarly New York locution of yore. Though the ribbon folder is a fascinating bit of commercial history, the slogan can't help but make me think of an elderly, spectacularly hideous New Yorker of our own time.

If only we could send him and his locution ("You're going to love me! Believe me!"), back to the day of ribbon houses.