Advert For Dr Nicholls' Foot Measuring Imprint
Medium: Print on paper
After 1885 shoes were manufactured in standard sizes and were sold in drapers, haberdashers and even department stores. Before this time people went to a shoemaker who had ‘stays’ which were the foot shaped blocks from which the shoes were moulded, for each of his customers. If a pair of shoes were ill fitting the customer could tell the shoemaker and they would create the next pair of shoes slightly larger, for example by adding ½ an inch to the material.