Ethyl wasn't a company's private brand — it was a licensed additive anyone could put their name next to. General Motors researchers discovered tetraethyl lead's anti-knock properties in 1921, and by 1923 the Ethyl Corporation, a joint venture of GM, Standard Oil, and DuPont, was licensing the additive nationwide. That's how a small independent operator could put his own name on the pump and still advertise "Ethyl" right alongside it.
Printed on a soft, broken-in cotton twill cap with deliberate distressing built in from day one. Unstructured, low-profile construction with a curved visor, self-fabric hideaway strap, and metal D-ring for an adjustable fit. Each hat carries slight natural variation in distress and color, so no two wear in exactly the same way. Spot clean with warm water and dish soap; a soft-bristled brush handles the stubborn spots.
Independent dealers running their own name plus a licensed additive brand were common all over the country — a local guy named Sam, in this case, doing exactly what thousands of small operators did to compete with the majors on fuel quality without the majors' marketing budget.
The perfect gift for petroliana collectors who appreciate the independent-dealer side of the industry, classic car enthusiasts, garage and man-cave decorators, and gas station history buffs.
The Faded Label Co. — keeping the golden age of American roadside art alive, one product at a time.
