Milan, 11 June 2024
What is the matter with me?!
Over the last few days, we’ve been passing down alleys of lime trees.
The trees are all in flower – this one was covered with them.
The flowers fill the air with their scent, I breathe it in … and I am reminded of shoe polish.
No-one under the age of 40 will remember a world where most of the shoes we wore were made of leather. As I look around the subway carriage where I’m writing this, I can only see one pair of leather shoes among perhaps 70 pairs of feet. I, on the other hand, being well over the age of 40, still remember a time when we mostly wore leather shoes – and remember the concomitant joys and anguish of shoe polishing. At my boarding primary school (prep school in British parlance), a specific period of every week was set aside for shoe polishing. We all had to go to a room dedicated to this task, where we picked up a cloth – to spread the polish – and a brush – to put a high gloss on our shoes – before getting to work. As I picked up the tin, there was that ineffable smell of the polish. That was the joy – or at least the pleasant sensation. No doubt it was caused by the solvent which the manufacturers used to keep their polish pasty. After the spreading of the polish on my shoes came the vigorous polishing. That was the agony, as my arm very soon began to ache. But I couldn’t slow down, there was always a master on hand to bark at me to put my back into it. And then came again the joy, as I admired my well-polished shoes glowing on my feet. Of course, I have no photo of this weekly exercise. I did find this photo, though, which will give readers a sense of what it was like – although the boy in question looks to be enjoying it far too much.
After the passage of so many decades, I can’t remember the brand of polish we used. I’m guessing it was Kiwi; that was certainly the brand that my English grandmother used, and it seems to have been the most popular brand in the UK.
In passing, I should say that I learned to my surprise that Kiwi was originally an Australian brand (and was given its name by the owner to honour his wife who hailed from New Zealand). Merely another example of my unconscious Euro-centric biases …
Old brands of consumer products always have me searching for the posters they used in their advertising campaigns. I find these old posters a fascinating sub-genre of popular art. In another life I would have been an avid collector of old posters. In this case, though, I didn’t find any really scintillating Kiwi posters online. The best I found was this one.
Not so in the case of a now extinct brand of Italian shoe polish called Taos, manufactured by the now also extinct company Edoardo Pessi. Look at this lovely poster! It’s a riff on the fact that the biggest purchaser of Pessi’s shoe polish was the Italian army.
In a rush of enthusiasm, I throw in photos of a few more posters for Taos and other Italian shoe polishes.
At this point, I have to admit to having played a very small part in Edoardo Pessi’s demise. It was early on in my career as an environmental consultant. My company was hired by the multinational corporation Sara Lee (now also extinct) to carry out an environmental assessment of the Pessi factory. Sara Lee was in negotiations to purchase Edoardo Pessi, and the idea was to figure out what environmental liabilities Sara Lee might also be buying and bring down the purchase price by a corresponding amount. This is the factory where I carried out my assessment.
I don’t think I’m giving away any trade secrets when I say that there were some problems with underground tanks leaking solvents (out in the back yard there, next to that sliver of lawn; I remember it well). I guess a couple of 100,000 dollars were knocked off the purchase price because of that.
In any event, the purchase by Sara Lee went through. But it was really just an exercise in asset stripping. Quite quickly after the purchase, Sara Lee concluded that this factory had no future – which made a lot of sense; I mean, look at it, hemmed in as it is on all sides by houses. So they closed the factory down. But they didn’t shift operations to an industrial site on the outskirts of town as they could have done. Instead, the packed all the equipment off to their other factories, they laid off the workers, and sold the land to a developer, who proceeded to raze the factory to the ground and put up some swanky apartment buildings in its place. Sara Lee even stopped making the Taos shoe polish – who polishes their shoes anymore? (and they already owned Kiwi; one shoe polish brand was more than enough).
Well, all of this, although an enjoyable little trip down Memory Lane, still doesn’t explain why, when I breathe in the scent of lime tree flowers, I think shoe polish. The mysteries of olfactory chemistry …
the heart thrills 