Stetson "The Avenue"

[HarpPlayerGene]

That seems to be one dandy vintage hat! And rare, I would think, since I've seen scads of Stetsons and have not heard of this prior to your post. What a winner!!

 

[jimmy the lid]

Many thanks to all for the kind comments.

And, johnnyphi, you're right -- I feel right at home in this lid. Love it. Thanks for wandering into Hirsch's Men's Shop...

Gene -- it's interesting to hear that you, too, have never heard of this particular model of Stetson. I'm inclined to agree that this one is pretty rare. I'll keep combing through vintage ads to see whether or not it turns up somewhere!

Cheers,
JtL

 

[RBH]

... I'll keep combing through vintage ads to see whether or not it turns up somewhere!

Cheers,
JtL

Here ya go Jim.. remember these are newspaper ads.
the 1st 1937

this from 1942

 

[jimmy the lid]

Rusty -- you are AWESOME!!! Wow -- excellent finds!!

Assuming that the newspaper prices pretty much track Stetson's suggested retail price, $10 was a pretty tidy sum in 1937. Even in 1942, it looks like this model was positioned as a higher-end lid.

And, hey -- do those rounded side dents look familiar?

Thanks again, R!

Cheers,
JtL

 

[BobC]

This thread is amazing! I wouldn't even know where to begin looking for this kind of information. You all, like JtL and RBH and many others challenge me to learn more about this new hobby and passion I've found. Thanks. I'm lovin' it!

 

[Lefty]

 

[ScottF]

Lefty, that hat is super-cool!

I don't remember this thread, but I recently sold an Avenue on ebay that looked almost exactly like jtl's.

Here's a link to Douglas' black 'Avenue' in the 'pre-1940 Stetson dress hat' thread - a really amazing fedora:

pre-1940 'the Avenue'

Here's another that I still have - my 'mobsta' hat:

Avenue Vita Felt

 

[Lefty]

I knew we had more of these, but I couldn't find a thread showing them all. This one seems as good as any. Thanks for putting them here.

 

[jimmy the lid]

What do you make of Lefty's Avenue? It seems to be a totally different style with the same name as your hat and Douglas's hat. I realize you guys may have covered this ground previously, but your insight is appreciated.

It's a good question. Although there are differences between the Douglas, ScottF and JtL "Avenues", they are at least fairly related, style-wise. Lefty's "Avenue", on the other hand is a completely different animal, and certainly pre-dates the others.

I can only come up with two explanations. The first is that, at some point toward the end of the 30's, the model designation "Avenue" was taken from the previous derby incarnation and applied to a fedora-style lid.

The other explanation is that "The Avenue" is not a model designation at all. After seeing all of these lids, I wondered whether "The Avenue" might be shorthand for designating a Stetson as being sold in Stetson's New York retail store. I don't think this theory holds up though, in light of the fact that Douglas's lid is labeled "The Avenue" and was sold at the Stetson Philly factory store. Newspaper ads previously posted by Rusty, actually did refer to "The Avenue" as a model name, associated with the more recent fedora-style.

So, really, the best I can come up with is that Stetson borrowed a previous model designation and re-invented it for the 40's.

Cheers,
JtL

 

[BanjoMerlin]

So, really, the best I can come up with is that Stetson borrowed a previous model designation and re-invented it for the 40's.

Cheers,
JtL

I agree with this conclusion. Stetson also reused the "Eagle" name. They had an "Eagle" in the early 1940s and then again in the early 1960s. The 60s model wasn't a re-issue, they just dredged up an old name and dusted it off for use on a new hat.

Stetson has had so many models over the years. Some names were used for decades, some for only one year. I guess it isn't surprising they might reuse a name once in a while.

 

[billyspew]

Few more ads:
1942

1948

1952

 

[Chinaski]

I agree with this conclusion. Stetson also reused the "Eagle" name. They had an "Eagle" in the early 1940s and then again in the early 1960s. The 60s model wasn't a re-issue, they just dredged up an old name and dusted it off for use on a new hat.

Stetson has had so many models over the years. Some names were used for decades, some for only one year. I guess it isn't surprising they might reuse a name once in a while.

I agree, this seems to be the most compelling hypothesis. JtL, thanks for your thoughts on the topic. We should consider calling you JtLPhD.

And Billy, thanks for posting the ads as well!

 

[hatophile]

I agree, this seems to be the most compelling hypothesis. JtL, thanks for your thoughts on the topic. We should consider calling you JtLPhD.

And Billy, thanks for posting the ads as well!

JTL --hD, Doctor of Hatology

 

[jimmy the lid]

JtL, thanks for your thoughts on the topic. We should consider calling you JtLPhD.

That's "Dr. Lid" to you...

Bill -- many thanks for taking the time to post the additional "Avenue" ads. :eusa_clap

Cheers,
JtL

 

[rlk]

It's a good question. Although there are differences between the Douglas, ScottF and JtL "Avenues", they are at least fairly related, style-wise. Lefty's "Avenue", on the other hand is a completely different animal, and certainly pre-dates the others.

I can only come up with two explanations. The first is that, at some point toward the end of the 30's, the model designation "Avenue" was taken from the previous derby incarnation and applied to a fedora-style lid.


The other explanation is that "The Avenue" is not a model designation at all. After seeing all of these lids, I wondered whether "The Avenue" might be shorthand for designating a Stetson as being sold in Stetson's New York retail store. I don't think this theory holds up though, in light of the fact that Douglas's lid is labeled "The Avenue" and was sold at the Stetson Philly factory store. Newspaper ads previously posted by Rusty, actually did refer to "The Avenue" as a model name, associated with the more recent fedora-style.

So, really, the best I can come up with is that Stetson borrowed a previous model designation and re-invented it for the 40's.

Cheers,
JtL

There are two different "The Avenue" logos. The encircled two line in caps(JtL's and the Derby) and the one line upper and lower case (ScottF Vita-Felt). As 3 of those I've seen have been from Marshall Field's (Chicago area) it is possible it is a store reference there.

 

[splintercellsz]

40s Vitafelt

 

[splintercellsz]

1915-early 1920s Exposition Medal

 

[RJR]

1915-early 1920s Exposition Medal

Nice looking.

 

[M Hatman]

Here is a store advertising board very much a product of the 30's. More here: http://www.thefedoralounge.com/thre...rtising-and-ephemera-of-the-golden-era.92141/ in my thread on Stetson Advertising and ephemera.
M

 

[alanfgag]