The Auction at Graceland•Elvis Week•August 12, 2017
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This lot is closed for bidding. Bidding ended on 8/12/2017

In 1956, Hank Saperstein along with Elvis Presley and Colonel Tom Parker began creating merchandise featuring their new star in order to capitalize on his following and fan craze. Under the umbrella of Elvis Presley Enterprises (EPE), a merchandising machine was started that contracted multiple manufacturers to produce a variety of goods with Elvis’ likeness that included t-shirts, shoes, pencils, purses, scrapbooks, toys, dolls, games, glasses, hats, clothing and much more. These new treasures flew off the shelves as fans flocked to collect anything and everything bearing the image of their idol. As a result of the popularity and affordability of the merchandise, most items were lovingly used and adored, not surviving the test of time. Likely more expensive when introduced, clothing merchandise like skirts and dresses were believed to be produced in smaller quantities as they were not sold as frequently, thereby making the clothing even more rare today.

The offered zip-front, collared jacket has a color image of Elvis singing and playing guitar (the standard merchandising image used in 1956) over a green record surrounded by the words “Love Me Tender - Don’t Be Cruel - Hound Dog - I Want You, I Need You” across the back and Elvis atop a guitar on the left front breast. The interior collar tag is marked “Elvis Presley styled by Rich-Mart © 1956 Elvis Presley Enterprises All Rights Reserved.” The unfinished state of the inner lining on this particular jacket (and the paucity of other known examples) may indicate that it was a prototype. Regardless, it is certainly one of the most rare pieces of merchandise produced by Elvis Presley Enterprises in 1956. The ultimate specimen from the early marketing efforts of EPE, this jacket measures 24 3/4 inches (62.86 cm) in length and is accompanied by a letter of authenticity from Graceland Authenticated.



The jacket presents with several areas of staining and scuffing, with wear to the size label and one small tear to the right hand pocket on the front. Excellent condition.
1956 Elvis Presley Enterprises “Rich-Mart” Jacket - Incredibly Rare Survivor - Possibly a Prototype
Bidding
Current Bidding (Reserve Has Been Met)
Minimum Bid: $750.00
Final prices include buyers premium.: $2,375.00
Estimate: $1,500 - $2,000
Number Bids: 12
Auction closed on Saturday, August 12, 2017.
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