Lot 186: POSTER: HANS LOOSER (1919-1988). PKZ. 1957..

HANS LOOSER (1919-1988) PKZ. 1957.
29 1/2x35 1/4 inches, 75x89 1/2 cm.
Condition B+: repaired tears and restoration in margin and image. Framed.
A graduate of Zurich's Kunstgewerbe Schule, Looser opened an advertising agency in 1953, specializing in fashion illustration. PKZ is a men's clothing store founded in Zurich by Paul Kehl in 1881 (the name stands for Paul Kehl Zurich). After 120 years, it is still one of the most important and dynamic clothiers in Switzerland, with branches all over the country. Much of its renown and longevity can be attributed to their century-long dedication to creative poster advertising. They commissioned their first poster in 1908 from Ludwig Hohlwein and continued commissioning the best artists so that now, listing them would be like compiling a who's who of great Swiss graphic designers. In 1957, Looser designed a series of four posters for the store, all cleverly playing with flat tones and broad outlining. Schweiz p. 134 (var), Swiss p, 120 (var).