Argy58
The Freetoze League c1940s/50s (Freetoze Children's Shoes)
The style of illustration, so splendidly captured on this enamel badge, captures a real sense of fun and adventure. It shows, in all probability, siblings running and playing with their dog wearing Freetoze Shoes….a scene that could have been easily lifted from one of Enid Blyton’s Secret Seven or Famous Five Books! When parents purchased a pair of Freetoze Shoes, they would also be issued with a Freetoze enamel badge for their son or daughter. The scheme operated between the 1930s-50s and was a set -up, not too disimilar from the Clarks 'Lucky Two-Shoe' club.
Freetoze Shoes were sold through the shoe retailer 'Dolcis', a company that began operating in 1920. The term Freetoze, is of course a play on the words 'free toes' a connection that was promoted by the brand to let parents know that the shoes were not restrictive, allowing space for young feet to grow and breath. A 1931 illustrated advert from The Sphere (a British illustrated Newspaper for the Home), shows a close up of a child playing 'hopscotch' in Freetoze shoes, accompanied by the following copy:
'Kiddies feet grow naturally in Freetoze.
Freetoze Shoes provide for the growth of children's feet..........and they are smart looking and long wearing. Your child's feet deserve Freetoze - Obtainable from most branches of Dolcis Shoes Co., or by direct post'.
The shoes promoted in this 1931 advert had Dunlop soles and heels 'to give treble wear'.
Dolcis Freetoze Shoes could only be purchased from Dolcis Stores or from their mail order department at Dolcis House, Great Dover Street, London.
Photography, layout and design: Argy58
(This image also exists as a high resolution jpeg and tiff - ideal for a variety of print sizes
e.g. A4, A3, A2 and A1. The current uploaded format is for screen based viewing only: 72pi)
The Freetoze League c1940s/50s (Freetoze Children's Shoes)
The style of illustration, so splendidly captured on this enamel badge, captures a real sense of fun and adventure. It shows, in all probability, siblings running and playing with their dog wearing Freetoze Shoes….a scene that could have been easily lifted from one of Enid Blyton’s Secret Seven or Famous Five Books! When parents purchased a pair of Freetoze Shoes, they would also be issued with a Freetoze enamel badge for their son or daughter. The scheme operated between the 1930s-50s and was a set -up, not too disimilar from the Clarks 'Lucky Two-Shoe' club.
Freetoze Shoes were sold through the shoe retailer 'Dolcis', a company that began operating in 1920. The term Freetoze, is of course a play on the words 'free toes' a connection that was promoted by the brand to let parents know that the shoes were not restrictive, allowing space for young feet to grow and breath. A 1931 illustrated advert from The Sphere (a British illustrated Newspaper for the Home), shows a close up of a child playing 'hopscotch' in Freetoze shoes, accompanied by the following copy:
'Kiddies feet grow naturally in Freetoze.
Freetoze Shoes provide for the growth of children's feet..........and they are smart looking and long wearing. Your child's feet deserve Freetoze - Obtainable from most branches of Dolcis Shoes Co., or by direct post'.
The shoes promoted in this 1931 advert had Dunlop soles and heels 'to give treble wear'.
Dolcis Freetoze Shoes could only be purchased from Dolcis Stores or from their mail order department at Dolcis House, Great Dover Street, London.
Photography, layout and design: Argy58
(This image also exists as a high resolution jpeg and tiff - ideal for a variety of print sizes
e.g. A4, A3, A2 and A1. The current uploaded format is for screen based viewing only: 72pi)