While the merchandise in the New Yorker ads seemed geared largely to women, men were not entirely left out. For those who wanted to smell good, Knize, “arbiter of elegance in everything gentlemen wear since 1858,” offered a gentleman’s toilet water. Sportsman grooming essentials, “distinctly masculine” and “decidedly correct,” were available at better stores. Mems Toiletries for men were “unmistakably masculine.” Gourelli grooming preparations, which offered “the ultimate in shaving satisfaction” such as the Active Ozone shave stick, talc, after shave and cologne, was available at The House of Gourelli, 16 East 55th St, and all smart stores.Gourelli was the husband of cosmetics queen Helena Rubinstein.
Foulard pattern cotton and rayon dressing gowns at $34 could be found at Brooks Brothers on Madison at 44th as well as in Boston, Los Angeles and San Francisco. Richard Bennett, which had offered custom tailoring for men since 1886 according to its ad, tailored its suits by a pre-try-on technique. The suits were $75 to $95 at the Madison Ave, Maiden Lane and E. 44th St stores. Abercrombie & Fitch, which was then a sporting goods store at Madison and 45th, advertised wading breeches and jackets, fishing hats and Pendleton shirts.
If a man wanted to be treated well at the office, he should start wearing Arrow shirts, said an ad. They were Sanforized. Unfortunately, the company apologized that it was still behind in orders. Lebow clothes for men had patented hinged armholes for comfort. Signet was the signature of elegance in men’s ties at $2.50 to $10 at fine stores.