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Ads from the Past: White Stag, 1960

 

SKIING HISTORY

Editor Seth Masia
Managing Editor Greg Ditrinco
Consulting Editor Cindy Hirschfeld
Art Director Edna Baker

Editorial Board
Seth Masia, Chairman
John Allen, Andy Bigford, John Caldwell, Jeremy Davis, Kirby Gilbert, Paul Hooge, Jeff Leich, Bob Soden, Ingrid Wicken

Founding Editors 
Morten Lund, Glenn Parkinson

To preserve skiing history and to increase awareness of the sport’s heritage

ISHA Founder 
Mason Beekley, 1927–2001

ISHA Board of Directors

Rick Moulton, Chairman
Seth Masia, President
Wini Jones, Vice President
Jeff Blumenfeld, Vice President
John McMurtry, Vice President
Bob Soden (Canada), Treasurer
Einar Sunde, Secretary

Richard Allen, Skip Beitzel, Michael Calderone, Dick Cutler, Ken Hugessen (Canada), David Ingemie, Joe Jay Jalbert, Henri Rivers, Charles Sanders, Christof Thöny (Austria), Ivan Wagner (Switzerland)

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Christin Cooper, Billy Kidd, Jean-Claude Killy, Bode Miller, Doug Pfeiffer, Penny Pitou, Nancy Greene Raine

Executive Director
Janet White
janet@skiinghistory.org

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Laurie Glover
(802) 375-1105
laurie@skiinghistory.org

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Peter Kirkpatrick
(541) 944-3095
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Bimonthly journal and official publication of the International Skiing History Association (ISHA)

Partners: U.S. Ski and Snowboard Hall of Fame | Canadian Ski Museum and Hall of Fame

Alf Engen Ski Museum | North American Snowsports Journalists Association | Swiss Academic Ski Club

 

Skiing History (USPS No. 16-201, ISSN: 23293659) is published bimonthly by the International Skiing History Association, P.O. Box 1064, Manchester Center, VT 05255.
Periodicals postage paid at Manchester Center, VT and at additional mailing offices. Postmaster: Send address changes to ISHA, P.O. Box 1064, Manchester Center, VT 05255

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Written permission from the editor is required to reproduce, in any manner, the contents of Skiing History, either in full or in part.

Ads from the Past: White Stag, 1960

 

In 1907, brothers Max and Leopold Hirsch, with their partner Harry Weis, manufactured tents and workmen’s clothing in Portland, Oregon. Harold Hirsch, son of Max, grew up climbing and skiing in the Cascades. He attended Dartmouth College (Class of ’29) and raced on the ski team. When he returned home in 1930, he took over a corner of the factory to make skiwear under the brand name White Stag—a translation of weisser Hirsch. In 1939, he designed the first rust-colored National Ski Patrol parka. By 1956 White Stag was the largest manufacturer of sportswear in the United States, and Hirsch took the company public. White Stag was purchased by Warnaco in 1966 and moved out of Portland. Hirsch was inducted into the U.S. National Ski Hall of Fame in 1990, the year of his death. The White Stag brand name is now owned by Walmart, but it’s not used on skiwear. This ad ran in the November 1960 issue of SKI Magazine. In-the-boot stretch pants, lace-up leather boots and cable bindings went extinct by 1968. The dramatic colorblocking his and her sweaters, however, do have an après-ski vibe still popular 60 years later. –Seth Masia

Coming Up in Future Issues

Spider’s Gift

Beyond the tabloid headlines, Spider Sabich changed American racing. Edie Thys Morgan investigates the misunderstood legacy of an American racing icon.

Skiers in Flight

John Lundin explores the roots of ski jumping in Sun Valley and the history of Ruud Mountain.

What to Read and Watch in the New Year

Your history homework starts with the winners of the annual ISHA Awards, listed next issue.

PLUS

  • Everett Potter provides a peek into Swann Galleries’ vintage ski-poster auction.
  • Where Are They Now: Marco Tonazzi.
  • Ski academies at 50; Does the racer development system work?

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