The company behind “Slack Power”

"Slack Power," advertisement for h.i.s. Company (1969)
“Slack Power,” advertisement for h.i.s. Company (1969)

Hoping to tap into the burgeoning consumer market of the postwar era, Siegel launched the company’s first brand, H.I.S (a play on his father’s initials [Henry I. Siegel]), in 1956. The company’s line of branded casual wear targeted teen and college-aged baby boomers with denim jackets, corduroy pants, shorts, sportcoats, and suits. By the mid-1960s, Siegel ranked among the nation’s top manufacturers of sportswear for young men. Sales multiplied from $18.5 million in 1956 to $42.1 million in 1964, with the H.I.S brand contributing three-fourths of revenues by the latter year. Though the creation of a national brand allowed the company to command higher profit margins than it had generated with private-label goods, Siegel continued to concentrate on making clothes for middle-market customers. See http://www.fundinguniverse.com/company-histories/chic-by-h-i-s-inc-history/

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Author: Camara Dia Holloway

I am an art historian specializing in early twentieth century American art with particular focus on the history of photography, race and representation, and transatlantic modernist networks. I earned my PhD at Yale University in the History of Art Department. Besides my leadership role as the Founding Co-Director of the Association for Critical Race Art History (ACRAH), I am recognized for my expertise on African American Art, particularly African American Photography, and as a seasoned consultant for exhibitions, museum collections, and symposia/lectures planning.

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