photograph by Carole Teller
By the post-World War I years, the millinery district had migrated northward to the neighborhood around Sixth Avenue in the 30s. In 1923, Wolf Ramzon hired well-known architects Buchman & Kahn to design a 16-story "fireproof manufacturing building" at 49 through 53 West 38th Street. Completed in 1925, construction cost Ramzon the equivalent of $8.2 million in 2026.
Buchman & Kahn started with a Renaissance Revival-style canvas and embellished it with elaborate terra cotta decorations. Above the storefront, vast openings sat within metal inlay. A series of closely placed, tall and narrow windows filled the second floor, and three side-by-side stylized Chicago windows engulfed the third. All three lower floors sat within an intricate, Celtic inspired frame.
An intermediate cornice introduced the upper section. Against a dragon scale background, the corbels took the form of whimsical faces. The complex terra cotta decorations of the fourth floor included Celtic knots and plaques of fantastic animals and bearded faces.
The architects gave the corbels of the intermediate cornice delightful personalities. photograph by Carole Teller
The upper floors were faced in beige brick. The mid-section was defined by two six-story, faceted terra cotta columns. An arcade with blind tympana distinguished the eleventh floor and multi-level cornices supported the upper section.
Expectedly, most of the original tenants were from millinery industry. Among them were the Beverly Hat Company, Inc., Trucikan Hat Company, Ideal Hat Co., the Rite-Hat Works, and I. Rosenberg & Co., Inc. The Ideal Hat Co. had barely moved in before it was looking for an office worker. An advertisement in The New York Times on September 16, 1925 read, "Young girl in advertising department of millinery manufacturer; typewriting experience essential."
In 1929, Trucikan Hat Company reorganized as Fairway Hat Company. In doing so, it trimmed its staff, reducing the amount of hat blockers from eight to four. The executives met with the on-site head of the union, named Mendelowitz, to decide which employees would be kept and whom would be fired. In the meantime, the union members held their own meeting and drew straws. The outcome did not mesh with the list Mendelowitz and management had come up with. A stand-off resulted in a strike and an attempt to oust Mendelowitz by union members, who accused him of "a complicated maneuver and sell out," as reported by The Daily Worker on December 10, 1929.
Two months later a strike against the Bobby Hood Company, Inc. turned violent. On February 7, 1930, The New York Times reported, "Negro strikebreakers armed with lead pipes, shears and hammers engaged at 6 o'clock last night in a street brawl with pickets of the Millinery Workers' Union...who were marching in front of the Bobby Hood Company, Inc., at 49 West Thirty-eighth Street, where the strike-breakers were employed." The article said that crowds heading to the subway were halted by the disturbance, "which soon became a free-for-all."
It took police an hour to quell the riot that resulted in dozens suffering bruises and cuts. Five persons were arrested on charges of felonious assault. Somehow Samuel Goodkind, the owner of the Bobby Hood Company, had gotten involved. The New York Evening Post reported that he was arrested for disorderly conduct.
At the time of the affray, a delicatessen occupied the ground floor space. On February 28, 1930, two armed men entered and subdued the manager, Ernest Roebke, who was bound and gagged. The crooks stole $73 from the cash register and then jumped onto an uptown subway headed to to their next target, a deli on Columbus Avenue. This time they were less successful. A passerby noticed the hold-up and called police. Patrolman Shallo and Farro arrived just as the thieves were leaving. Ricardo Angeli warned them, "stand back or I'll plug you." The New York Sun reported that the cops "paid no attention to his command and leaped toward him, Shallo felling the raider with a blow of his nightstick." Angeli was arrested ("after treatment by an ambulance surgeon," according to the article), but his accomplice escaped.
The building continued to attract millinery firms during the Depression years. The Moran Hat Company leased the 16th floor in 1932 and the Maecon Hat Company was here as early as 1937. But textile and apparel firms were appearing, as well. The Modern Miltex Company was here in 1944, for instance, when it advertised, "Hand Crocheters. Good pay, full or part time."
Among the tenants in the 1960s were Don Sophisticates, Inc., Merchants Importing, Inc. and Sheru, dealers in beads. At the time, the country was experiencing The Age of Aquarius, marked by hippies, free love, and anti-war protests--and beads. For a century, bead companies catered to apparel and millinery firms. Now Sheru was a popular destination for individual customers. Writing in The New York Times on August 31, 1975, Judmi Glassman listed a few of their uses: "making belts, headbands, window hangings, room dividers and purses." She informed readers that "larger beads are sold by the dozen, en masse (about 1,000 beads) or individually" at Sheru.
Decades later, on August 13, 1993, The New York Times reported that Steve Sherwin, a partner in Sheru, had exhumed cartons "stored since the 1960s" and "started selling off the cache." The article said, "Among the store's 3,000 kinds of beads are red cherries, crimson strawberries and purple grapes made of glass."
The ground floor space where Ernest Roebke was bound and gagged in 1930 became the Dineen Nealy showroom around 2002. It featured furniture designed by architects Craig Nealy and Joan Dineen. More recently, Pink of Manhattan, a nail salon, moved into the space. Although the storefront has been modernized, Buchman & Kahn's striking structure is almost untouched a century after its opening.
many thanks to artist Carole Teller for suggesting this post




































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