I worked in the Garment District at a number of companies for over a decade, at small type shops, trade schools I attended (after school I worked in the school’s type room) , and most notably, in the Macy’s creative department for four years, between 1988 and 2004 (with a stint in Nassau County from 19992-1999). However, I never worked in the garment trade itself, not directly. In those years the seeds were being sown for Forgotten NY, which launched in 1999, and I became quite familiar with the streets between 28th and 40th and between 5th and 9th Avenues. A hallmark of the Garment District is the painted signs high above the streets for companies that have long disappeared; they are the Ghosts of Midtown. Every time I come back to the neighborhood, I find more ghosts. Many have survived for over a century now, as the paint used for them must have been a high grade that would stand up to direct sun.
One man has made a lifelong commitment to researching the names behind these ads, Walter Grutchfield (who I call “Indispensable” as only Frank Jump has approached his research prowess.
Today’s grouping, at 16 West 39th Street between 5th and 6th, is mainly hat manufacturers and wholesalers, though there are also some surprises. The top two ads are ladies’ hat manufacturers including H. Goldfarb. Grutchfield details the ads below that as follows: Morris J. Gerber, Ladies Hatter, was located here from 1919 to 1922; Meyer Friedman, Ladies Hats, from 1925-1929; hat manufacturer Max Berwick and his partner, with arguably the best-preserved sign, was at #16 for a few months in 1925; United Trimming (The Lavin Co.), and Virocacao Co. were co-owned by Sol Charles Lavin, who dealt in dressmaker’s supplies and silk trimmings; “virocacao” was a health tonic. (like the ubiquitous Omega Oil) likely made from the cacao plant. William Atwood Haughton (1848-1921) and Mortimer Montgomery Lee (1846-1931) were silk importers with offices in this building from 1918 to 1923.
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8/26/23