DISRAELI DOCUMENTS

Boy’s Life 1963 - Schwinn advert

Boys Life 1963 - Schwinn advert main image

This is the fourth of five Schwinn adverts in Boy’s Life magazine that capture a historic point in the history of the derailleur - the point at which derailleur bikes became mainstream mass-market products sold to ordinary folk rather than to cycling enthusiasts.

In 1963 not much changes in terms of the Huret Allvit derailleurs, but Schwinn alters the model names. The 15-Speed bike is rechristened the Sierra, and the Continental becomes the Continental Sport.

I like the idea that the Schwinn Varsity’s frame allows “lightning-like getaways and mile-melting straightaways... nothing compares to the thrilling Schwinn ride.” Personally I would have thought that an old bed frame compared fairly closely.

Finally I like the description of the Schwinn Deluxe American: “Every part made right here in America. Equipped with Bendix automatic two speed gears, lavish with chrome...” Not one part of that statement would be conceivable today.


Boys Life 1963 - Schwinn advert main image
Boys Life 1963 - Schwinn advert additional image 01
Boys Life 1963 - Schwinn advert additional image 02
Boys Life 1963 - Schwinn advert additional image 03
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