137. FRANK H. HALE: THE MAN BEHIND ESCO SHOES, The Shoe of Quality, 1929

Reprinted from the Frank H. Hale Permanent Collection Brochure, presented by the American Historical Collection.

FRANK H. HALE Old timer, industrialist, and friend 

of the Filipino people

At the time of his death in Manila in 1952, pioneer shoe manufacturer of the Philippines, Frank H. Hale (b. Aug. 30, 1872) was called “Friend of the Filipino People.” He was also known as “Mang Isko” by millions of Filipinos, who gave him this nickname in appreciation of his contribution to Filipino life. His vision was that every Filipino replaced his or her chinelas with a pair of sturdy, stylish, and affordable shoes.

The brand ESCO became a household word, and its shoes were soon being worn even in remote areas of the Philippines. Mr. Hale became the largest exporter of shoes to the U. S. and Europe. At the outbreak of WWII, Esco was the largest manufacturer of shoes in the Philippines and, according to some economists, possibly in the whole of Asia.

1929 ESCO PRINT AD, from Graphic Magazine.

From humble beginnings as a volunteer cobbler with the U. S. Army aboard one of the American ships sailing to the Philippines in 1898, followed by his setting up shop in Fort McKinley under the auspices of General Pershing, Hale built what became Esco.

1929 ESCO PRINT AD, from Graphic Magazine.

Having grown up on a wheat farm in California that suffered from a wheat market disaster in the U. S., he was determined to create something needed in the Philippines to last for generations to come and to be a stable organization staffed by Filipinos for Filipinos.

1929 ESCO PRINT AD, from Graphic Magazine.

Reinvesting all profits made, he turned the cobbler shop into a modern industry. He arranged for machinery, backed by royalties, to be brought from United Shoe Manufacturing in Boston, Massachusetts, and imported the finest leathers from the U. S., Italy. Argentina and Australia, to manufacture fine shoes capable of competing worldwide in terms of style and strength.

1929 ESCO PRINT AD, from Graphic Magazine.

ESCO became the manufacturer for leading brands in the U. S. and Europe, as well as the contractor for military and industrial shoes in the Philippines. Manpowered by 100% Filipino skilled workers, ESCO became a model corporation where employees were given housing, medical, social and sports facilities. Employees’ families thrived, and some opened up their own businesses backed by ESCO resources.

1929 ESCO PRINT AD, from Graphic Magazine.

Hale then experimented with Philippine materials, opening Tropicraft Corporation, which experimented steel and plastics to increase the strength and life rattan furniture. His admiration of the Philippines led him to call it the “Land of Promise, Opportunity.” He was included in Who’s Who with other leaders of agriculture and industry in the Philippines.He also opened Lyric Music House, bringing in the finest musical instruments from abroad for the tastes of talented musicians of the Philippines.

1929 ESCO PRINT AD, from Graphic Magazine.

During WWII, the Japanese military government confiscated the factories and turned them to their own uses. Mr. Hale was interned in Santo Thomas where he helped sew up older co-interns’ shoes. Reconstruction after the war meant adjusting to new conditions within the new Philippine Republic. He was weak by then but nevertheless

returned to success but on a smaller scale.

The exhibit features Mr. Hale’s personal belongings, generously donated by his granddaughter Ruth Hale Cobb Hill to the American Historical Collection.

SOURCE:

American Historical Collection: http://rizal.lib.admu.edu.ph/ahc/pg_exhibits.htm
Various Graphic Magazines from 1929

115. History in Ads: IDEAL THEATER, Movie Ads, 1929

RAMON NAVARRO in THE FLYING FLEET. 1929. Print ad, Graphic Magazine

The advent of the moving picture during the first decade of 20^th century Philippines, relegated the old performance arts like zarzuela and the moro-moro to the background. In time, movie houses began sprouting in Manila—and IDEAL THEATER—built in the last quarter of 1910, initially made of wood,  would be hosting the best of Hollywood movies.

Source: Beyond Forgetting, flickr.com

IDEAL THEATER was founded by five Manila families—the Roceses, Tuazons, Teoticos, Guidotes and Basas. It originally had a seating capacity of 400 people, with tickets at 20 centavos for the orchestra, and 40 centavos for balcony.

The theater could be accessed thru Plaza Goiti and along Dulung Bayan St. Its permanent address would become Rizal Avenue after buildings between Dulung Bayan and Salcedo streets were demolished to give way to the new landmark Avenida.

IDEAL THEATER became a byword in city entertainment ever since its first film offering, “The Exodus”, a French production from Gaumont Film Co. After Italian movies, American-made films of Fox, Universal and Famous Players proved to be blockbuster hits among moviegoers.

This led to the expansion and renovation of IDEAL THEATER in the early 1920s, that saw its stature rise as the theater that exclusively showed first-rate Metro-Goldwyn-Mayer (MGM) films. It would be renovated in 1933 again, under the helm of Architect Pablo Antonio (now National Artist), who gave it a distinct Art Deco look.

THE VIKING, an MGM epic filmed in color. Print Ad, Graphic Magazine. 1929

It was again refurbished in 1955; its screen and stage were widened, and its seating capacity expanded from 1,000 to 5,000. At its prime, the fabulous IDEAL THEATER stood as one of the finest moviehouses in the country, providing its patrons with maximum viewing enjoyment owing to its modern amenities, ambience and elegant features such as its spectacular lobby.

GRETA GARBO & JOHN GILBERT in A WOMAN OF ARRAIRS, 1929. Graphic.

 Sadly, IDEAL THEATER was closed in the 1970s, and further fell  into disarray in the 1980s with the construction of  the LRT (Light Railway Transit) along Avenida. Shortly after, IDEAL THEATER,  was demolished,  its hallowed place taken over by a shopping center.

THE TRAIL OF '98. 1929. Print Ad. Graphic Magazine.

These 1929 movie film ads sponsored by IDEAL THEATER are a testament to its reputation as the crown jewel of movie entertainment in “the most beautiful city in the Far East”.

72. ANG TIBAY’S ELITE “CELEBRITY ENDORSERS” OF THE 1930s

The most famous  local shoe brand of the Commonwealth era—ANG TIBAY—was started by the successful Filipino industrialist, Teodoro Toribio (b,1887/d.1965) back in 1910. His ‘rags-to-riches’ story began when the impoverished Teodoro left school to work in a cigar factory for 80 centavos a week.

The ambitious boy, however, had other ideas.  At age 20, he learned slipper-making in a Calle Juan Luna shop and after 3 years of working, he had saved enough to start his own hole-in-the-wall slipper business along Rizal Avenue which he named “Ang Tibay”.

The business flourished  and soon, Toribio was exporting to Hawaii. His chain of slipper shops included 15 Manila and 2 provincial branches.  From slippers, Toribio began making shoes after acquiring a second-hand shoe machine.

His business boomed even more, and he became known as  the “King of Slippers and Shoes”. His large, art deco-style  factory in Caloocan, near the Bonifacio Monument, produced shoes and slippers by the hundreds of thousands, and worn by everyone—from the man on the street to high society people.

A believer in modern advertising, Teodoro even had a slogan for Ang Tibay—"The Wear That Lasts". His best endorsers were the people who wore his shoes, and many of these were men and women of influence whom he hobnobbed with, as his stature as a respected industrialist grew. His high profile clients included top executives, ranking government officials, educators,  and even at least two presidents!

They willingly allowed their likenesses to be used in small ads that appeared in the leading magazines in their day, particularly Graphic Magazine.

Ang Tibay became the premier shoe factory in Asia, a testament to the modern industrial development in the Philippines. Teodoro became a millionaire many times over, allowing him to go on trips around the world.  He was named as one off the “Big 4” of the Philippines—based on his wealth and success. 

At its height, there was practically a pair of  “Ang Tibay” shoes in every Filipino home. His product line included basic shoes, customized-made-to-order shoes for the elite, and even combat boots, which were worn by thousands of Filipino soldiers who went to war.

Teodoro’s “Ang Tibay” business survived the post-war years, but by the end of the 60s decade, it started to feel the effects of international competition  as Japan and China overtook the Philippines in industrializing their industries. The situation was exacerbated by corruption, political instability and the changing taste of the market. 

True, “Ang Tibay” was a heritage brand, but it was also looked at as old and passé. The descendants of Toribio continued with shoemaking using different brand names.

“Ang Tibay” may have come and gone, but for sure, it has its place in history, shodding the feet of several generations of Filipinos—from every Juan to the highest executive of the land. It is not only the wear that lasts, but also the legacy of one Toribio Teodoro.

NOTES ON THE PRINT AD ‘MODELS’:

• PRES. MANUEL L. QUEZON (b.19 Aug. 1878/d. 1 Aug. 1944) was a Filipino statesman, soldier, and politician who served as president of the Commonwealth of the Philippines 1935-1944 
• SEC. ELPIDIO QUIRINO (b. 16 Nov. 1890/d. 29 Feb. 1956) was a Filipino politician of who served as Quezon’s Secretary of Interior and Finance , and who became the sixth President of the Philippines, 1948 -53. 
• DR. CAMILO OSIAS (b. 23 Mar. 1889/d. 20 May 1976 ) was a Filipino politician, twice for a short time President of the Senate of the Philippines. 
• DR. FRANCISCO BENITEZ (b. 4 Jun. 1887/30 June 1951) was an outstanding educator, author, editor, and the first dean of the School of Education of the University of the Philippines. 
• SEC. EULOGIO RODRIGUEZ (b. 21 Jan. 1883/d. 9 Dec.1964) was a Filipino politician and a long-serving Senate President after Quezon. 
• DON RAMON FERNANDEZ (b. 12 Apr.1878/ 10 Nov. 1964) was a prominent businessman, who became Manila mayor (1920-23), and later, a senator. 
• DON RAFAEL PALMA (b 24 Oct. 1874 /24 May 1939) was a Filipino politician, Rizalian, writer, educator and a famous Freemason. He became the fourth President of the University of the Philippines. 
• DON GONZALO PUYAT  (b. 20 Sep. 1878/d. 5 Feb. 1968) was an industrialist who started the "House of Puyat" that became well-known as a premiere maker of furniture, billiard tables, bowling alleys and steel mill products. 
• DR. JOSE REYES (b. 5 Dec. 1899/d.1973) was the youngest Dean of the University of the Philippines Junior College, Cebu. 
• HON FELIPE BUENCAMINO JR., was an assemblyman, from Nueva Ecija 
• DON PRUDENCIO REMIGIO was a prominent Manila attorney and former member of the Philippine legislature. 
• MR.FELIX BAUTISTA was an assistant solicitor general of Department of Justice 
•  ASSOC. JUSTICE ANTONIO VILLA-REAL (b. 17 Jan. 1880/ 12 Feb. 1945) was a Filipino jurist who served as an Associate Justice of the Supreme Court. 
• USEC LEON GUINTO (b. 28 Jun 1896/d.10 Jul. 1962) was a distinguished public servant from the Commonwealth period up to the post-war era, best known as the war-time Mayor of the City of Manila in the Philippines. 
• ARCH. TOMAS MAPUA (b. 21 Dec. 1888/ 22 Dec. 1965) was the founder and first president of the Mapúa Institute of Technology (MIT) , established in 1925. He was the first registered architect of the Philippines. 
• GEN. VICENTE LIM (b. 24 Feb. 1888/ d. 31 Dec. 1944) was a brigadier general and World War II hero, the first Filipino graduate of West Point (Class of 1914).

32. Happiness Sold Here: TOY STORES OF OUR CHRISTMASES PAST

PUERTA DEL SOL AD, 1911

"Happiness sold here!"
Then, as now, Christmas came early for many Filipinos at the turn of the 20th century. As early as October, leading departments--many clustered along Escolta, Manila's premiere shopping street, came out with Christmas ads promoting all sorts of playthings--from pull toys, dolls and cast-metal mechanical toys.

LA PUERTA DEL SOL TOY AD, 1920s

Along with Estrella del Norte, LA PUERTA DEL SOL (The Door of the Sun)  was one of the more upscale department stores in Manila, carrying a vast selection of imported goods, including toys of the most wondrous variety. It was here that mothers shopped for foreign-made dolls for their precious little girls, of which La Puerta del Sol had the largest assortment in the city.

I.BECKS TOYLAND AD, ca.1930s.

In 1898, Isaac Beck founded American Bazaar, the first American-style department store which was renamed BECK'S when he moved the shop to 11-19 Escolta. Beck's proclaimed itself as the "Universal Supplier of the Philippines", a wholesale and retail shop that "sold everything". Certainly, the American toys it offered were the main attractions for Filipino kids during Christmas.

ROCES & CO, INC. PLAYTHING AD, 1929.

Nearby Plaza de Goiti in Sta. Cruz, is also a shopper's delight. The "heart of Manila" is home to many shops carrying toys and playthings--like ROCES & CO. Inc., which specialized in sports equipment for children. They sold everything from child-size tennis rackets, roller skates, baseball bats and even punching bags expressedly made for kids.  Today, the Plaza Goiti is known as Plaza Lacson, in honor of 1950s Manila mayor, Arsenic Lacson. The Roces Family were better known as builders of a successful media empire in the Philippines.

PECO AD, Graphic Magazine, 1929

Back in Escolta, the Philippine Educational Company (PECO) was put up by an enterprising Thomasite, Verne Miller, in  at the corner of Calle Tomas Pinpin, in a beaux arts structure known as Natividad Building.

PECO XMAS TOYLAND AD, 1955

The very popular pre-war bookstore sold books, stationery, novelty items--especially toys during the holiday season. PECO had a vast store space, occupying the whole 2nd floor. In 1929, for example, the second floor was converted into a "Children's Paradise" just for Christmas.

SHIRLEY TEMPLE DOLLS, at PECO, ca. 1950s.

PECO was rebuilt after the war and maintained a large warehouse-shop in Quiapo--on Castillejos St. In the 70s, PECO continued to operate in a large outlet on Oroquieta St., within Manila's busy university belt. It also opened a branch at the Makati Commercial Center in the 80s until other bookshops took over.

The shops where our parents and grandparents bought our toys and dolls may have long closed, but for many recipients of their gifts--the happy memories remain,