Tuesday, 15 March 2016

Dolcis Shoes

Began life on a barrow in Woolwich market in the 1860s whose success led the owner John Upson to open a shop in the town called The Great Boot Provider.
It was in the 1920s that Dolcis shoe shops began to appear on the British High Street and became a popular middle class fashion brand. As was the way in the 50s and 60s it was bought by a conglomerate called the British Shoe Corporation but continued to trade under it's own name until the early 2000s when like a lot of other older shoe companies it folded due to international competition. It has been relaunched in 2012.

The company advertised a lot in ladies magazines from the late 20s through to the early 60s and as their advertising said “There is a Dolcis Shoe Store in every large town”, their popularity continued into the post war era and were synonymous with the latest fashions until the 90s. Dolcis Debutantes were a popular line in the 40s and 50s as were the imported De Liso Debs designed in America by Palter De Liso.

Dolcis Shoe Shop 1928

Dolcis in Bexleyheath 1936

The new Dolcis Logo 1952

Dolcis in the 21st Century, this logo was designd in the early 80s

Dolcis Shoe advert 1937

Dolcis Shoe advert 1943

Dolcis Shoe advert 1951

De Liso Deb Sandal Novemer 1952. 84 shillings (expensive!)

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