What was advertised in a colonial newspaper 250 years ago today?
“Stephen Hardy, TAYLOR from LONDON.”
Stephen Hardy did not indicate how long he had lived and worked in Portsmouth, New Hampshire, but his advertisement made it clear that he had migrated from London.
In yesterday’s advertisement blacksmith Daniel Offley played on the fact that he had lived in Philadelphia and practiced his trade there for many years. His familiarity with, as well as service to, the community, Offley stated, justified potential customers choosing him over his competitors.
In contrast, it likely worked in Stephen Hardy’s favor if he had only recently crossed the Atlantic to take up residence in New Hampshire. Portsmouth was a small city in 1766 – barely a village compared to the booming population of London. Colonists in Portsmouth and throughout the colonies felt anxious that they lived in tiny backwater outposts of the empire.
By underscoring that he was from London (and presumably trained there in the tailoring trade), Hardy linked himself, his business, and the “Gentlemen’s Cloaths of all Sorts, Ladies Riding Habbits, &c.” he made and sold with the cosmopolitanism of the empire’s metropolitan center of fashion and culture.
In the decades before the Revolution, several English travelers registered their shock – and sometimes annoyance – that colonists dressed in the latest London fashions. Engaging a “TAYLOR from LONDON” would have helped colonial consumers assert their identity as Britons and as genteel participants cognizant of the latest trends in the heart of the capital and cultural center of the empire.