‘TIRED AND THIRSTY? IF AT ALL PECULIAR, DRINK MOXIE.’
Please enjoy these photos of a wonderful collection of Moxie promotional-garments, circa 1905, of the variety worn by concession-stand vendors at sporting events, industry conventions, city parades, and Houdini-escapes.
Created in 1876 by one Dr. Augustin Thompson of Lowell, MA – the beloved New England soda was originally marketed as a patent-medicine called ‘MOXIE NERVE FOOD’ (an agent against ‘paralysis, softening of the brain, nervousness, and insomnia’ ) – but Thompson soon added carbonation to his miracle-drug; repositioning it as a piquant soft-drink that’s been curing wicked hangovers ever since.
Note the archaic cuts of the collarless Brown’s Beach-style jackets, high-waisted skirt, and drawstringed smock – all assembled from a Summer-weight, single-stitched cotton canvas with celluloid buttons and a wide array of printed-imagery including:
A judgemental fountain-jockey.
An enchanting Gibson girl.
A foreboding hand.
Horse-powered – literally – Wright Flyers and Pierce-Arrows.
(Today, Moxie is owned by the Kirin Holdings Company of Tokyo, Japan.)