Historical Piece: New Departure Ad - Utility Cycling in the U.S.

I came across another old ad I had not seen previously: a New Departure ad promoting their coaster brake in the context of commuter cycling. I've written several times before about attempts long before the 1970s "bike boom" to expand the use of bicycles by adults in the USA. These attempts included sport cycling, fitness, vacation touring, and work transit. 

 

Although Schwinn and Westfield/Columbia were chief among the American proponents for adult cycling, parts manufacturers also played a role. In this instance, we see an early 20th century ad from New Departure with a man riding to or from work on a suitably sized and equipped bicycle. 

The ad references bringing the bicycle "back", apparently from the crash years after the initial 1890s "bike boom". This ad appears to be from the 1910s or 20s. The ad reminds readers that a bicycle can be more economical than a car or taxi, and faster than walking. The ad very much envisions the British-style example of riding in normal clothes to and from work on a basic, diamond frame bike. 

This ad is just another reminder that although we sometimes think of American cycling for adults as going through "dark ages" between the 1890s and 1970s, there were certainly attempts to revive practical cycling, attempts which produced some interesting ads and text, and which also produced some wonderful bicycles such as the Schwinn New World, Westfield Sports Roadster, and even earlier bikes like the diamond frame antique shown in this ad. They were all just a bit ahead of their time...