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THE INSPIRATION | AMERICAN SERVICE STATION
Do you remember the ding of the service station bell which signaled a uniformed service station attendant to appear and offer to "fill-er-up?" After pumping your gas at pennies per gallon, the attendant would wash the windshield, check the oil, the battery and other fluids, and the air pressure in the tires. Do you remember pulling a cold bottle of soda from the icy water in the soda cooler and using the bottle opener to pull off the soda cap? Or getting a free map, a litter bag to hang off the knob on your radio or receiving trading stamps or other service station give aways? Or using the restroom without asking for the key? If these things seem familiar, then you remember the heyday of the American Gas Station.
As the competition between refineries grew, the 1930s and 1940s was a time of new marketing strategies. Service station attendants in "snappy" company uniforms that offered a variety of auto service became common.
THE BRAND | DA VINCI CALIFORNIA SINCE 1952®
Da Vinci California® since 1952 was founded by The Berke family in 1952, but it had been producing high quality leisure suits since the 1940's. In 1952, Da Vinci quickly becomes the style and choice for members of the swinging Rat Pack. Frank, Dean and Sammy simply can't get enough and the rest of Hollywood were quick to follow. The 1950s Da Vinci shirts were mainly Rayon Gabardine flap pocket shirts in both solids and patterns. The late 50s and early 60s shirts are the most collected. These are the shirts that have color blocking, striping and embroidery and usually made using the iconic Shirley fabrics.
Da Vinci clothing endures, not just as a name that stands for quality, but also as a state of mind, calling upon the swinging hot shot romanticism of the '50s and to the Rock Stars and Surfers of today. The pure beauty of the Da Vinci product is evident in the authenticity of the design. Da Vinci is a high quality product that are manufactured exactly from the original designs of the '50s, '60s and '70s that are the heart of the Brand. Da Vinci is still a pure classic vintage collection due to the fact that a lot of the designs are taken from the company's massive archive of original product. Designs that combine unique color-blocking to reproduce that classic two-tones, with authentic specialty stitching gives Da Vinci a unique authentic feel. "Original since 1952" classic styling, timeless treasures to wear. That's Da Vinci California - "Wear the Lifestyle". As seen on TV on Charlie Sheen in ”2 1/2 Men”, ”The Sopranos”, Kramer in ”Seinfeld” and by Richard Gere in ”American Gigolo” to name but a few.
THE PARTNERSHIPS & BUSINESS PLAN | SWEDEN & SCANDINAVIA
House of ’72 is the official licensee of the Da Vinci Workwear Brand in Sweden and Scandinavia and work with Tidaj.se on Sales & Distribution. Both companies are based in Malmö, Sweden. The Brand: ”Da Vinci Workwear” will be sold as ’blanks’ for companies that want iconic corporate clothing for their employees and coworkers. Tidaj.se offers custom embellishment such as embroidery, patches or screenprint to create eye-catching corporate apparel for companies large and small and everthing in-between.
Micah