Monday, June 01, 2009

Versatogs Separates not by Rudi Gernreich

versatogs ad, 1949These suits and separates, from 1949, were made by a Los Angeles based company called Versatogs. This manufacturer made basic pieces like jackets, vests, blouses, skirts, and pants in rayon. Each piece in this ad was offered in 12 different colors to mix and match with each other. Owner Morris Nagel had a basic formula that worked for his company, and he stuck to it year after year.

However, Mr. Nagel is better known for letting designer Rudi Gernreich slip through his fingers. Nagel hired Gernreich in 1951, but expected the designer to stick to the basic standard of design for which his company was known. He felt Gernreich's ideas were too complicated and advanced for his buyers. Gernreich walked away and never looked back.