IDEAL HOSIERY, Lower East Side

This underwear wholesaler/retailer at 339 Grand Street and Ludlow not only has its 1940s painted sidewalk sign still intact, albeit peeling just a bit by now, but the building in which it is situated was first built in 1832 as a private residence.

Over the years 339 Grand has functioned as the home of the Hebrew Benevolent Orphan Asylum Society of NYC, a kitchenware and stove store, the J. Freund mattress store, and since the 1930s, socks, stockings and underwear. It was once part of a concentration of such outlets in the LES, especially on Orchard Street, that have disappeared one by one. 

Ideal has lost its sign on the Ludlow Street side of the building but its weathered, battered Grand Street sign seems ready to go the distance, however long the distance may be.

Check out the ForgottenBook, take a look at the gift shop, and as always, “comment…as you see fit.”


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