ABSTRACT
This essay explores the evolution of modern sporting goods retailing through the development of Gamage’s (A.W. Gamage Holborn Ltd.) before the First World War. The essay examines how Gamage’s exploited new models of fashionable consumerism to create a unique retail environment that directly targeted young male consumers enjoying modern forms of sporting and recreational activities. By the end of the nineteenth century, the so-called ‘People’s Popular Emporium’ purported to be the ‘world’s largest sport and athletic outfitter’. The essay considers Gamage’s rise to prominence in a crucial period in the development of commodity culture. It examines the changing cultural form of shops and shopping in relation to the desires of a burgeoning mass market that sought to express and visibly display its economic, sporting, and social status.
