Pam’s Pictorama Post: Continuing on a bit with our classic cat theme here at Pictorama, this wonderful bit of early advertising came in the door this week. A former IG seller messaged me and asked if I was interested, remembering my feline predilections. I paid up a bit for it, but I think it is a great piece of advertising which I have never seen before.

Evidently the Corticelli kitten began his (or her) advertising career all the way back in 1900, making it in the earlier era of emerging cat advertising. A kitten was stamped as a logo on each spool and advertisements showed a kitten or kittens playing with and chewing on the thread to show how strong it was – also that as superior thread that it was unlikely to tangle. Anyone with cats and threads knows pretty much what is likely to happen when the two are together and, strong or not, I would not want to put any thread to the test.

On the back it reads:

I am the Corticelli Kitten. As Corticelli silk costs you no more than poor silk you are saving your own time and money when you ask the cleark especially for Corticelli silk, because while you may pay as much you are sure of getting more silk, better silk, purer silk, brighter silk, longer silk and stronger silks every time you as for “Corticelli.”

When I Tell You that for over 70 years Corticelli silk has held the World’s Record for Superiority, having won 40 Highest Awards at Expositions at home and abroad,

You Will Know it was not the Corticelli Kitten that first made Corticelli silk famous – it was the remarkable smoothness, length and strength of the Silk itself.

The next time you buy silk for any purpose (sewing, stiching, crocheting or art needlework) JUST THINK of the Corticelli Kitten and the superiority of my silk and tell the clerk you just must have Corticelli or you will go to some other store.

FUN FOR THE CHILDREN. A Cortecelli Kitten given free by any dealer selling Corticelli silk in exchange for 2 empty Corticelli spools or send to us for one. As your mother to save all the Corticelli Spools for you.

Corticelli Silk Mills, Florence, Mass.

The company, its roots go back to the 1830’s, has an interesting history which includes a period as part of a Utopian commune from 1842-46. It was purchased and in 1852 had a revolutionary development when the company figured out spool silk thread strong enough for sewing machines. The Northampton town where the factory called home was renamed Florence to capitalize on a desire for European millinery.

Meanwhile, the company had a vast expansion in the early years of the 20th century and their products included a line of hosiery. Their apex of their advertising is said to have been a neon sign in Times Square. I share the only image of it I could find. The company folds in the post WW1 years for a variety of reasons, around 1932.

I think it is hard for us to imagine what a major role spools of thread played in the world of 1900. Ready-made-to-wear clothes for the rank and file had entered the public consciousness in this country with the rise of department stores and catalogue buying in the 1880’s but a majority of Americans still sewed either to make clothes, tailor or repair them.

A well supplied sewing box was a necessity in every home – I can remember my grandmother’s (Ann, my mother’s mother – I have written about her here and here) sewing box which was substantial and she wasn’t even an especially good seamstress but could swing a hem, a button or a simple adjustment.

So while today it is hard to even find a notions store, the idea of not being well stocked with thread, needles and buttons was unimaginable for the early years of the 20th century.

This little fellow has a spool of bright red silk thread under his chin, as if he was wearing it like St. Bernard out rescuing folks with a bit of whiskey in a cask. A careful look shows however, that he holds the spool in his mouth by a thread – proving how strong it is! The label is cheated toward the viewer and of course he has this nice, tiny date calendar, still fully intact, on his chest for the year 1909. He is designed to stand up and still does – sort of. The calendar appears to have Clint E.M. written at the bottom.

While my own skill with a needle and thread is extremely limited, I do love the early advertising for thread. I have been tempted by the beautiful display cabinets from stores so we’ll see. If a Corticelli kitten one every came my way I think I would have to snag it.