Watching television when I was a youngster was always a treat, especially when “The Cisco Kid” or one of the other westerns was on Sunday afternoons.
But often just as entertaining were the commercials. CET, a Chicago retailer, sold televisions featuring a very deep-voiced fellow singing to the beat of a tom-tom about CET and television, always ending with the phone number, “MOhawk four, four one hundred.”
Rug cleaning companies also advertised a lot back in those days before ScotchGuard and other stain resistant carpeting systems. Magikist was a prominent television advertiser, as was Boushelle. Boushelle also had a catchy jingle (not as catchy as CET’s Mohawk Indian tom-tom, but close) sung by another very deep-voiced fellow that ended with him singing the company’s phone number, “HUdson three two-seven-hundred.”
I checked on-line the other day, and Magikist went out of business in 2001, although some of its signature signs with huge Magikist lips, soldiered on (I remember a big one on the Kennedy Expressway) for a few more years before being dismantled.
Boushelle, however, is still very much a going concern—with the same phone number no less, although you have to dial a 773 area code first. (All you kids out there can listen to a 1970s era Boushelle commercial on YouTube.)
Back in the day, companies like Boushelle would come right to your home, roll up the area rug, and take it off to a large factory-type building, where it would be cleaned. Gradually, though, wall-to-wall carpeting came into favor as prices dropped far enough so that just about everyone could afford it. And with the disappearance of area rugs went some of the earliest area rug cleaning companies.
Rugs and carpeting—and keeping them clean—have been major preoccupations here in the Fox Valley almost from the time the pioneers arrived. Especially at this time of year, spring cleaning was a major thing, as was fall house cleaning after the summer season had ended.
The earliest pioneer cabins, at least some of them anyway, didn’t even have floors, much less carpeting. Often, a pioneer family’s first cabin was built with a dirt floor inside. The soil was compacted into a hard surface that the wife swept daily. Sometimes pioneer women who missed their carpets and rugs back East drew designs on the packed earthen the floor and used crushed chalk to create colorful designs.
Not until the family got settled were logs split in half and planed smooth to create puncheons that were laid on the packed earth, flat sides up, to create wooden floors.
As soon as the first pioneer millwrights arrived, their sawmills began turning out sawn lumber for floors. And remarkably soon after that, Chicago became a giant lumber clearinghouse for pine, fur, and other timber cut up in Wisconsin and Michigan and shipped down the lake to the fast-growing city. Wooden floors—and frame houses—quickly became cheap enough for everyone.
Rug technology for the masses stayed pretty simple throughout the 19th century. Rag rugs were very popular with newly settled areas because they were relatively simple to make and were inexpensive because their main ingredient was recycled cloth. During the winter, women would sit (sometimes in groups to provide a social respite from the daily grind) and tear rags into 1″ wide strips, sew them together end-to-end, and roll the strips into large balls. When enough of the right colors were stockpiled, they were taken to the local rug weaver.
Rug looms were simple, but rugged affairs. They only needed to be two-harness looms, the most simple kind, which used mechanical means to separate the strings that formed the warp so that the shuttle carrying the end of a rag strip could be fed through. After each pass of the shuttle, the beater was pulled back smartly packing the cloth strip tightly against the previous strip. The tighter the weaver made the rug, the longer it lasted. But this created a dilemma for the rug maker. A rug not packed as tightly was easier and quicker to make; but customers might not return if the resulting rug didn’t hold up well.
My great-great-grandmother made rugs on a homemade loom in her home here on North Adams Street to supplement her family’s income. The loom, which we have today in our son’s basement, is of 3” thick oak timbers and is of a very old design—old even in the 1870s when this one was likely built by my great- great-grandfather. We saw one exactly like it in the Pennsylvania Farm Museum. That loom was said to have been more than 200 years old. Looms of roughly the same design date back many hundreds of years.
Rag rugs were generally woven in varying lengths and were usually about 30 inches in width. The great advantage of rag rugs was their flexibility—they could be woven in virtually any length and in any color. In those days, they weren’t only used for hall runners or throw rugs, either. To create room-sized rugs, several 30-inch wide rag rugs of the correct length were sewn together to create a single carpet wide enough for a full room.
Padding for those early carpets was, on the farm at least, often a layer of straw under the rug. Fresh straw was laid down in the fall under the rug to help insulate against the cold and offer a bit of cushion. Then in the spring, the rug was taken apart into its component strips and hauled outside to be cleaned. Cleaning was generally accomplished by beating the straw dust and other dirt out of the rug using a wooden-handled rug beater.
Gradually other kinds of carpeting became available. Oriental rugs were always available for the rich, but the Industrial Revolution made other kinds of carpeting available, too. Dark red “ingrain” carpeting was the first non-rag rug carpeting to become popular. We found threads from such a kind of carpeting wound around tiny carpet tacks driven into the original floor of the Little White School Museum when we were restoring the building. The carpeting was apparently used on the building’s two aisles when it was the Oswego Methodist Episcopal Church from 1850 to 1912.
Nowadays, we’ve got synthetic yarn carpeting in all kinds of shades and colors with many styles to choose from. And on television, the ads of industrial carpet cleaning companyes have been replaced by those of carpet sellers and the makers of home carpet cleaning machines. But, while Empire Today’s commercials do tend to stick in one’s mind, no one has commercials quite as memorable as Boushelle; at least I can’t remember a modern phone number as easily as Boushelle’s HUdson 3-2700.