Vintage Federal Department Stores Oversized 40-Match Advertising Matchbook — A.J. Shragge — California & NevadaStriking oversized/jumbo vintage advertising matchbook from the western Federal Department Stores operation associated with founder A.J. Shragge.The colorful blue and yellow exterior features an illustrated crowd of shoppers surrounding the Federal logo and reads:SINCE 1920
FOUNDED 1920 BY A.J. SHRAGGE
FEDERAL
SERVING MILLIONS OF CUSTOMERSThe opposite exterior panel promotes “Shragge Quality” merchandise, including suits and overcoats, furnishings, women’s apparel, furs, watches, diamonds, furniture and appliances.The spine carries the period advertising slogan:“It’s easier to pay the FEDERAL way”The interior is especially interesting and reads:YOUR FRIENDLY FEDERAL DEPARTMENT STORES
“Where Your Credit is Welcome!”Below is an extensive period directory of Federal Department Stores throughout California as well as Reno, Nevada.Advertised cities include San Francisco, Los Angeles, Oakland, Sacramento, Fresno, Stockton, Bakersfield, San Jose, Pittsburg, Modesto, Huntington Park, San Bernardino, Eureka, Marysville and Reno.Clearly visible historic addresses include:San Francisco
1145 Market St.
2565 Mission St.Los Angeles
720 South Broadway
4809 Whittier Blvd.
8430 S. Vermont
4615 S. BroadwayOakland
1749 BroadwaySacramento
717 K StreetFresno
1034 Fulton St.Additional locations are advertised throughout California and in Reno, Nevada.The matchbook is marked:UNIVERSAL MATCH CORP. — SAN FRANCISCO, CAL.Complete 40-Match CombThis oversized matchbook retains its complete original 40-match comb.All 40 matches were physically counted and confirmed present. None are missing.The wooden matches are arranged in multiple rows and retain their vivid blue heads. The original staple and striker are also present.Based on research into the advertised Federal store locations and other period evidence, this matchbook is believed to date approximately to the 1940s to early 1950s, with the 1940s currently considered the most likely period. The exact production year has not been established.Please note that the prominent “Since 1920” wording refers to Federal’s stated founding year and does not indicate that this matchbook was manufactured in 1920.ConditionGood vintage collectible condition with genuine age and handling wear.The cover shows edge and corner rubbing, surface scuffing, minor creasing and localized wear around the lower cover/staple area. The interior shows age-related toning/discoloration, and the striker has visible wear consistent with age.Despite the age-related wear, the striking blue and yellow exterior graphics remain bold and attractive, and the extensive interior store advertising remains highly legible.Most importantly, the complete original 40-match comb remains intact with all 40 matches present and none missing. The original staple and striker are also present.No aggressive cleaning or restoration has been performed.An unusual piece of western retail history with crossover appeal for collectors of vintage matchbooks, department-store memorabilia, California advertising, San Francisco history, Los Angeles history and mid-century commercial ephemera.Please review all photographs carefully for exact condition. Photos are an important part of the description and show the exact item you will receive.
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