Level: Sub-series
Reference: HAT50/1/54
Alt Ref No.: Hatrecord
Extent: 4 folders, 3 items (1 box)
Brand: Eastex 52
Agency: J Walter Thompson (JWT), London
Product: Womenswear
Advertiser / Client: Ellis & Goldstein Ltd
Admin History: Ellis & Goldstein (E & G) were a London firm of wholesale manufacturers of womenswear (coats and suits) from 1924. In 1946 they acquired three other companies: Eastex Ltd (coat and suit manufacturers) and two dress firms, Laura Lee Frocks Ltd and Lisscraft Sportswear Ltd. Eastex was absorbed into Ellis and Goldstein Ltd, although the Eastex brand name was kept for utility garments. The company was taken over by Alexon in 1988.
JWT were appointed advertising agents for Ellis & Goldstein Ltd in November 1951 for the purpose of launching the 'Eastex 52' range of clothing, designed for women of 5' 2'' or less in height.