F. Durand 1952 Advertisement — EFD Double-Cover Luggage Straps

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SANDOWS
POUR CYCLES . MOTOS . AUTOS
EFD

50 ANNÉES
D’EXPÉRIENCE

FABRICATION
SUPÉRIEURE

DOUBLE COUVERTURE

FERMETURE
DE SÉCURITÉ
PAR MOUSQUETON

LAISSANT OUVER-
TURE DU CROCHET
ENTIÈREMENT
LIBRE

TRESSE
EXTÉRIEURE
EN NUANCES
DIVERSES

CAOUTCHOUC
MULTIBRINS

TRESSE
INTÉRIEURE

Ets F. DURAND. 15, Cours de la Liberté LYON . M. 50-79

[An unruled advertisement printed in black and a second color, red. A shield-shaped badge stands at the head, its field solid red with a black outline and a white inner shield carrying the initials “EFD” in heavy black letters set on a slant; “SANDOWS” is lettered in black capitals across the top of the shield and the three classes of vehicle run round its sides in black capitals. Two short claims in red capitals flank the badge, one at each side. A long red bar with rounded ends carries “DOUBLE COUVERTURE” reversed out in white sans-serif capitals. The body of the sheet is filled by a single elastic cord drawn large, running round the panel as a loop from the upper left down across the middle and back along the foot: its braided outer cover is printed red with black stitching marks, one end is cut away to show a core of many black rubber strands and an inner braid, and the other end is whipped in black round the eye of a snap hook, which is drawn in black outline with its spring gate shown open in red. Four hand-lettered red captions with red arrows point to the parts, naming the safety closure, the free opening of the hook, the outer braid in various shades, the multi-strand rubber and the inner braid. A pale red bar with rounded ends across the foot carries the firm’s name, address and telephone reversed out in white lettering. No signature or agency mark appears, and no text from the reverse of the leaf shows through.]

[This advertisement shares page 153 of L’Officiel du cycle with advertisements for Selatex, Packson and Cholain, each held here as its own record.]