New in the collection: socklet garter ad

Package for socklet garter featuring image of young girl holding doll.

I’ll admit it — I was startled to see that the Gem-Dandy Garter Co. advertised on this 2- by 4-inch card is still operating, though with a modernized name and product line.

Here’s how Gem-Dandy Accessories, headquartered in the Rockingham County town of Madison, traces its path into the 20th century:

“The Penn Family started Gem-Dandy in 1921 as a successor to the Penn Suspender Co.  Green Penn, the first company president, invented and patented the GEMCO Adjustable Garter — the world’s first fully adjustable garter for men, women and children….

“Gem-Dandy entered the belt business during World War II. The Danbury name was registered as a brand name in the 1970s and sales expanded across the country into thousands of men’s specialty shops.

“Today, Gem-Dandy distributes a wide variety of belts, wallets, suspenders and other accessories in dress, casual, work wear and western styles. We are the proud licensor of several popular brands such as Greg Norman®, Pebble Beach® , John Deere®, Berne Workwear®, Roper®, REALTREE® and Colours by Alexander Julian®. We also have our own proprietary brands including Danbury Golf, Danbury Workwear, Lady Danbury, G-Bar-D Western Outfitters and Cowgirls Rock. Our products can be found in major department stores as well as smaller venues.”

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