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l-INE furs no lonqer must be wasted. That the wo.ld of Fashion is constant y induig new beaut.es m h the furs of beasts further complicates a difficult situation. With a rapidly d.m.n.shing supply, hir 1 Administration has become almost as necessary as Food Administration. As the foremost ur house in the fur centre of the world-the creators of fashions which are inevitably followea-H. Jaeckel & Sons have set a new standard of Utility and Economy in Furs which they cornmend to fash.onaole womankind. The Charm of Genuine Furs Has Not Suffered by Commercialism The wilder, more elusive the animal, the more beautiful it is. lt is one of the ironies cf Nature But it has to do with the actual value of the fur, which is regulated by cost of production, as all legitimate values are regulated. The Siberian sable is expensive, and growing more so, but its costlincss is justified by the difficulty experienced in procuring it not less than by the regal brilliance of the fur. In the old days the noble knight ventured into the wilderness, suffering hardship and the perils of the hunt, to lay at the feet of his lady fair a colleetion of beautiful pelts. There was the fragrance of charming romance in the rare furs she wore?rivals of the costliest jewels in their beauty and full of warmth and utility. That same fragrance of romance that pride of possesaion - to-day exists in ihe highest types of furs, as segregated from the ordinary commercialized kind. The great Fall and Winter colleetion of furs now of? fered by this house thoroughly illustrates the difference. Only a few years ago the silver fox was a glory unto itself in the fur world. The animal was rarely en countered in the forests. Its rich coat was seldom seen in the avenues of fashion. To-day the sight of what is termed silver fox is not uncommon. What a large portion of the public does not recognize is that there is a vast difference in silver foxes. One is a highly prized animal?a rare individual, upon whose trail an Alaskan or Siberian trapper has spent many weary weeks. Another was raised on a farm in Canada-?one of the "domesticated wild animal" furs. They are like the genuine and the synthetic ruby? the diamond and the doublet; and the existence of the inferior one is not sufTicient reason for discarding the genuine. It merely gives you cause for caution as to where your selections should be made. And as there are furs of "wild animals" which have been too much domesticated, so there are fur fashions which have been too much commercialized-styles which one may judge to be more or less in vogue, but which in reality are not selected with sufficient knowledge. Shifting Styles and Changing Silhouettes Need Not Mean Extravagant Outlay Never before has there been so much fashion- so^ much attractiveness?put in furs as at the present moment. Utility in fur garments requires that the fashions shall be servicecble cs well as the furs. It is not enough that they be superficially beautiful. If their beauty -their complete adaptability to the fashions of the moment ?passes in a season, they are quite as extravagant as if their quality were inferior. As "America s Leading Furriers," it has been the practice of this house to extend the usefulness of its designs, as well as its furs, over as long a period as practical. Its organization of designers in Paris and New York look upon one season as being merely the f orerunner of the next--and this year, in particular, has special stress been laid upon the point. Throughout these assortments of the world's finest furs- larger than ever before in the history of the house ?this standard of Utility runs, emphasizing at every point the prime essentials of economy and prudence: First, to procure the best furs you can buy. Second, to get only those fur fashions which you know to be correct. There is no more certain way to waste than to purchase furs which are of inferior quality, or styles that are copied a season too late. It may be a fur scarf at $75 or $100, or it may be a handsome wrap of black Kastern mink or sable a silver fox piece, an opera wrap, or a motor coat of the sturdier furs; the H. Jaeckel & Sons' production represents the quality and (orrectness which not only give pride of possession, but assure the greatest return for the investment, in actual intrinsic value and service. "America's Leading Furriers" AECKEL6-SONS INC. pwt* - ?.__*""5 LaflS-fll jat_mu.^-^c L y 16-18-20 WEST THIRTY -SECOND STREET (Their Only Addrew) Now Is the Time to Buy Your Liberty Bonds? Your Example Will Encourage Others THE H. JAECKEL & SONS BUILDING 16-18-20 WEST THIRTY-S?COND STREET Thi* i* the well-known home of "America'a Leading Furrier*," wita. the largeit retail showrooms in New York. It hai no con naction with any other esUbliihment.