DISRAELI DOCUMENTS

Boy’s Life 1964 - Schwinn advert

Boys Life 1964 - Schwinn advert main image

This is the fifth 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.

For 1964 all the references to Huret disappear and the French Huret Allvit derailleur is reborn as the American Schwinn Sport model. The funny piece of foreign bike racing technology has now been fully assimilated into the mainstream of American consumer products.

As an aside, my guess is that ‘world famous Schwinn’ may only have been truly famous in that strange, slightly exclusive, American ‘world’ that hosts baseball’s ‘World Series’.


Boys Life 1964 - Schwinn advert main image
Boys Life 1964 - Schwinn advert additional image 01
Boys Life 1964 - Schwinn advert additional image 02
Boys Life 1964 - Schwinn advert additional image 03
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