Authentically Vintage Private Brand at Target

If you read yesterdays post, “Private Brand – Cool Never Fades.” Then I hope you will be as fascinated by this follow up as I am. It is a look behind the scenes at the inspiration for Target’s Vintage Varsity Private Brand fall apparel collection available in stores July 11th.

The new Private Brand collection features the images from The Hamilton Wood Type and Printing Museum Globe Printing Plate. The Hamilton Wood Type and Printing Museum is the only museum dedicated to the preservation, study, production and printing of wood type. With 1.5 million pieces of wood type and more than 1,000 styles and sizes of patterns, Hamilton’s collection is one of the premier wood type collections in the world. In addition to wood type, the Museum is home to an amazing array of advertising cuts from the 1930s through the 1970s, and all of the equipment necessary to make wood type and print with it, as well as equipment used in the production of hot metal type, tools of the craft and rare type specimen catalogs.

Located between the East and West Twin Rivers on Lake Michigan, the Hamilton Manufacturing Company was the largest wood type producer in the country, when virtually everything was letterpress printed. The company was founded in 1880, and in addition to wood type, the company has manufactured medical office furniture, light tables, the first gas powered clothes dryer (really!) and more; now in its 130th year, the company produces steel lab equipment.

Established and managed by the Two Rivers Historical Society, the Hamilton Wood Type and Printing Museum is in its twelfth year as a living museum. The Museum is operated by volunteers of the Two Rivers Historical Society, many of whom are part of the history of Hamilton, as former employees. We are quite lucky to have among them former type cutters, trimmers, and sales staff, who are helping us tell the story!

Hamilton volunteers host educational demonstrations, field trips, workshops and offer opportunities for artists, printers, historians and other scholars to experiment with this vast wood type collection.

“We have benefited from the life experiences of the many people who actually made the exquisitely detailed wood type and who still reside in Two Rivers,” says Jim Van Lanen, Sr., the founder of the Museum. “These people are in their 70s and 80s. They show us, from memory, how the type workshop really operated – the old secrets that make these extraordinarily beautiful and distinctively American alphabets.”

The Museum, at 40,000 square feet, is no doubt one of the largest fully functional workshops in the world. Not only do the thousands of visitors who come through every year get to see how wood type was made at the foundry, students, artists, typographers and designers visit to take workshops and actually put their hands on and use the collection to create works of art and scholarship in our pressroom at the Museum. To be able to use the type and cuts and a press to make a print can broaden a design student’s understanding of typography and color and layout, and artists make work with wood type that would have surprised and delighted Ed Hamilton, the company’s founder.

The museum is housed in an original Hamilton building that dates from 1927.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.