Dude #34 - Rogers & Peet - Prudence vs. Imprudence

During 1883, the men's clothing store, Rogers & Peet, capitalized on the "Dude" craze by running a series of ads featuring "dudes."

This is the first of the series. [See also, Too-too, A Yankee Dude'll Do, and Dude - from Swahili?]   Although it does not use the word, "dude," the short overcoat, derby hat, and silver-tipped cane were all accoutrement associated with "dudes" in 1883; as was a small brain - the imprudent "dude" on the right doesn't even know enough to come in out of the cold, so to speak:

The New York Tribune, March 15, 1883.

Every prudent man knows the danger of exposure at this uncertain season, and each year our sales of light-weight over-coats increase, either because the value of that useful garment is becoming more appreciated or because people are learning that here is the best place to buy - perhaps both.

Our present stock of spring overcoats embraces 122 kinds for men and 25 kinds for youths; prices from $7 to $35.  The lowest-priced ones are cut the same fashionable length and shape as the costliest.

Rogers, Peet & Co.,

Men's and Boys' Outfitters,

569-575 Broadway, 

Opposite

Metropolitan Hotel