Esquire Boot Polish Rotating Steel Display – All Original Paint, c.1930s–50s

This original rotating countertop display was produced for Esquire Boot Polish, a household name in American shoe care from the 1930s through the mid-20th century. Made entirely of steel and finished in deep green paint, the piece features six ribbed panels, alternatingly stenciled in cream block letters with “ESQUIRE” and “BOOT POLISH” against black backgrounds. A detachable tin sits at the top, marked “Contains Lanolin – Brown Stain,” highlighting the brand’s signature ingredient and period packaging.

The Esquire brand was launched in 1938 by Brooklyn chemists Sam and Albert Abrams, who acquired and rebranded Knomark Manufacturing. Known for their lanolin-infused polish and clever marketing—such as endorsements by singer Kate Smith—Esquire became the top-selling shoe polish in the U.S. from the 1940s to the 1960s. Acquired by Revlon in 1957, the brand’s legacy in point-of-sale advertising and packaging remains iconic among collectors.

Whether you're a collector of vintage advertising, industrial Americana, or early 20th-century retail ephemera, this striking piece is both decorative and historic.

Condition

In good, display-ready condition with age-appropriate wear throughout. Exhibits surface rust, finish loss, and scratches, particularly along the black graphic panels and base edges. All paint is original, with no restoration. The spinning mechanism functions properly, and the structure is sound.

Dimensions

This rotating unit, originally used in general stores or shoe shops, is fully functional and features six dispensing compartments for tins. Its compact but sturdy size makes it ideal for display:

• Overall Dimensions: 15" (height) x 7 1/2" (diameter)
• Each Compartment: 10" x 3" x 2 1/2"

Please Note: Soup for Scale in Photo