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Offprint, one of three copies only bound for presentation from an edition of twelve, inscribed by the author on the front free endpaper, "To Sir Ambrose Heal F.S.A. From Aubrey J. Toppin, York Herald. 29 Oct. 1936". An autograph letter signed from Toppin to Ambrose, sent with this copy, is laid down on the front pastedown, facing Heal's book label. The letter, dated 29 October 1936, states that "I had 12 copies re-printed. Put them away in a drawer. Forgot all about them. One was meant for you. I ordered three copies to be bound and one was delivered today only. My paper would have been nothing without the illustrations taken from your delightful trade cards. You will find an acknowledgement to you on page 49 and other references to you on pages 50 (footnote), 51, and 52." Heal (1872-1959), of furniture fame, "was a founding member of the Design and Industries Association (DIA), set up in 1914 15 by a group of architects, designers, shopkeepers, and manufacturers who wanted to bring some of the values of the arts and crafts movement to bear on industrial production. The DIA wanted a practical campaign for quality in the world of machine production: sound workmanship, the value of everyday things, fitness for purpose. Here was a philosophy for the progressive shopkeeper. The catch-all phrase was 'good design'" (ODNB). An authority on London trades, Heal bequeathed a large collection of trade cards to the British Museum. His many scholarly works "expressed an ambivalence about the past. On the one hand, they created a tradition in which his own work could be seen and valued. On the other, they registered a loss - for, during his lifetime or before, many of these trades had ceased to be important in London's economy" (ODNB). A mid-century hand, perhaps Heal's, has noted on the front free endpaper that "the trade-cards illustrated are from A.H. collection (see p. 49)" and has annotated the text with checkmarks, notes, and underlining in ink and pencil. Octavo, pp. 20. With 7 half-tone plates, illustration and tables in text; additional typescript title page. Original blue cloth, spine lettered in gilt, bulked with blanks. Top edge dusty, light foxing: near-fine.
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