Hathaway Shirt Ellerton Jette David Ogilvy
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Hathaway Shirt Ellerton Jette David Ogilvy

by david ogilvy

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Headline
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Ellerton Jetté owns 279 Hathaway Shirts
Hook
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What pulls them in? Curiosity, fear, desire...

Core Message
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ELLERTON JETTÉ owns two hundred and seventy-nine HATHAWAY shirts, all different. And why shouldn’t he, seeing that he makes them? The remarkable thing is that almost all the shirts in Jetté’s personal collection are colored. HATHAWAY take the view that no well-dressed man should wear a white shirt before sundown. A white shirt with a business suit is really the loudest thing you can wear. It looks clean in the morning, but by afternoon it gets soiled at the collar and cuffs. This looks awful. Wearing a white shirt at the office is like wearing a uniform—a pitiful abdication of individuality. Gentle reader, you may be wearing a white shirt at this very moment. HATHAWAY has no desire to insult you—heaven knows, we have been making white shirts for 115 years, and expect to go on making them. But we also make colored shirts, and we would never dream of wearing anything else—before sundown. Classic stripes, hairlines, checks, plain colors are so much more interesting. So much more practical. So much better looking.
Proof Elements
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Next time you are in the market for shirts, ask the store to show you some of HATHAWAY’S colored shirts. They are in superb taste, and they are a whole lot better made than ordinary mass-produced shirts. The prices start at $5.95.
Call to Action
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If it isn’t every store that stocks HATHAWAY shirts—only the most distinguished in each city. Write C.F. Hathaway, Waterville, Maine, for the name of your nearest store. In New York, telephone MUrary Hill 9-4157.

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