This is the third of the series. [See also, Prudence vs. Imprudence, Too-too, and Dude - from Swahili?]
Whereas the first two "dude" ads ridiculed "Dudes," and pushed un-dude-like clothes, Rogers & Pete eventually bought into the image. Their third "dude" ad targets young men and the new fashions; it shows a young cock-of-the-walk strutting proudly in his tight trousers, short coat, and high collar - a real "Dude - a "Yankee Dood'le Do":
|The Sun, September 22, 1883.|
“The Yankee Dood’le Do.”
The young men all know what “corkscrews” are – we mean the harmless kind of corkscrews made of worsted – so called because of the pattern which fancy has exaggerated into a resemblance to the spiral twist of a sure-enough corkscrew. These goods are the most fashionable for the gentlemen’s wear, and are having a great sale.
As the “Young Bloods” set the fashions and lead off the season with new clothes, we are early in the field with our stock of youths’ suits – four-button cutaways and sacks – made of finest goods of all sorts; and we ask the boys in to look – preparatory to ordering.
Rogers, Peet & Co.,
Men's and Boys' Outfitters,