FIRM'S GROWTH

New Zealand Herald, Volume 78, Issue 24104, 24 October 1941, Page 9

FIRM'S GROWTH

MILNE AND CHOICE HUMBLE START RECALLED FASHIONS OVER THE YEARS From a modest two-roomed shop justbelow the corner of Albert and Wyndhairi Streets, owned by two young ladies, to a modern store with over three acres of floor space in wbich 660 assistants find employment, is the story in brief of the progress of .Milne and Choyce, Limited, which is celebrating the 75th anniversary of ils establishment. No better method of tracing the phases in the history of this wellknown firm during those 75 years could have been devised than the cavalcade of fashion which is attracting thousands of Aucklanders to the firm's premises. Opened yesterday, the display is as much a cameo of the progress of Auckland as it is a tribute to the long period of service rendered by the firm. Varied Reactions Faithfully reproducing the fickle whims of fashion, the display brought reactions which were a veritable study in human nature. There was the wistful sigh of an older member of the community as incidents of the romantic past were remembered. Open amazement at the lavishness of some of the costumes was shown by the present generation, while, the very young laughed undisgniscdly at the quaint garments of another century. Encircled in crinoline, adorned with rustling taffeta and lace and topped with a gay bonnet, the young miss of 1860 to 1890 was shown as a sedate yet colourful figure. Many were the envious remarks of young spectators about the wealth of rich materials which made up these picturesque costumes. There was something intriguing about the fashions of the nineties and the early 1900's. from the "hand-span" waist to padded hair, leg of mutton sleeves and huge hat anchored with a weighty veil. Laces, frills and much braid and bows marked the later period. Amusement Caused Jt came as a distinct shock to witness the fashions of the jazz age, and the clothes worn in about 1927 seemed the most out-of-place of the entire display. Being before the days of stocking famines, skirts were above the knee, costumes were cut on an almost straight line, with a waistline not much above the hem. The modern frocks and costumes showed a return to more rational designs, which few will regret. Bustles and rustling trains marked many of the old wedding dresses, and it was obvious that the majority were designed for days before the advent of the motor-car. Men's fashions probably provoked more amusement than anything else in the display. Vividly checked trousers, a bright Prince Albert coat and chim-ney-pot hat marked the 1860 exhibit. Stovepipe trousers and cutaway coats were the last word in 1900, while the 1905 model sporttvd a flamboyant moustache and cut-throat collar. The year 1911 brought in the straw boater and the moustache was still there in a slightly reformed state. The present era was shown in a smart doublebreasted pin stripe suit and snap brim hat. Expansion of Business Behind these changing fashions lies the parallel stonily' progress of Milne and Choyce, Limited. Founded by the Misses Mary and Charlotte Milne in 1866, the firm became Milne and Choyce when Mr. H. C. Choyce married the latter. In the early eighties the firm occupied a two-storeyed wooden building at the corner of Queen and Wcllesley Streets, which was replaced by a threestoreyed concrete structure in 1909. The business became a limited liability company in 1901. The present site was purchased in 1909, and in 1918 a modern establishment was erected, the site of the annexe being purchased in 1928.