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Guelph Elastic Hosiery: Home Of The Reinvented Jock Strap

Guelph is said to be home to several firsts. Among them is the first wire coat hanger – purportedly invented by Victor Canham and the jock strap the creative product of Joseph Samuel Cartledge (1859-1949/50). In both cases, this is an erroneous attribution. Both products already existed. It was the improvements each made to the base product that mattered.

The Cartledge Knitting Factory

John Cartledge (ca 1826- ), father of John (Joseph) Samuel Cartledge, came from a family who had spent their lives in woollen mills. His grandfather, John Cartledge, had worked in mills in Portsmouth, Maine before immigrating to Canada. He worked in a mill in Ancaster, Ontario before becoming a partner in one in Arkell, Ontario.

His son, JS joined his father in the mills at age 12. He continued to work with his father when they moved to Guelph (1883/4). The mill, a small knitting factory was set up in a shed behind the family home on Quebec Street. It was a busy cottage industry that soon outgrew its limited facilities.

In 1894/5 the Cartledge Knitting/Woolen /Hosiery Mill moved into the former premises of the Galbraith and Co Wollen Mill at Gow’s Bridge. It was near the old Grundy’s Stove Foundry. The mill was doing well. JS Cartledge and his brother Nathan were assuming greater responsibility for the operation of the mill. New machinery was added. Then, on August 6, 1903, a raging fire burnt the mill to the ground.

To the United States and Back

After the fire, JS Cartledge made a major decision. He relocated to the United States, taking his family with him. He chose Philadelphia, Pennsylvania. Here, he learned a new trade – elastic hosiery. At this point, elastic was for surgical purposes. He remained in the US for about three years before returning to Guelph.

In late 1906 or early 1907, JS set up his factory at 18 Wilson Street. The Guelph Elastic Hosiery Company was, according to The Guelph Mercury Industrial Edition of 1908 one of three factories in Canada manufacturing “elastic goods for human weaknesses.” The article also described the process of how people would be fitted for their stockings.

 “Skilled ladies and gentlemen attendants will call on local customers to take measurements and orders sent by mail will receive careful attention.”

The company began with only two hired employees. JS and his wife, Bridget (nee Brandon) were involved in producing the requested items. JS operated the machinery while his wife helped to design the products. These were initially custom-fitted elastic surgical stockings. They were designed according to a specific pattern that suited the specific requirements of the client.

Growth

In response to the growing demand for the product, the Guelph Elastic Hosiery changed its premises several times. According to directories, JS was working out of
       • 23 Wyndham Street in 1915.
      • 17 MacDonnell in 1916,
       • 4 Carden from 1917-1921.
     • 77-83 Waterloo Avenue the site of the old South Ward School from 1922 to at least 1934.

By the 1920s, the company had hired forty employees to work in the factory with another 40 working from their homes. The company was also producing other items as well. The product line included sweater coats, eye shades and corsets.

In 1923, the factory on Waterloo Avenue had 6 elastic knitting machines, 2 Lamb knitters and 10 sewing machines. J. S. Cartledge was president. His son John Joseph (Jack) Cartledge was treasurer. Jack was to become the manager by 1926.

This was a good year. Jack told India Rubber World “We have had increases over every month of the previous year Elastic protective equipment, such as knee caps, athletic supporters, elastic anklets, etc., have shown a healthy advance in sales throughout the year”

John (Jack) Joseph Cartledge and the Jock Strap

John Joseph (Jack) Cartledge (1896-1957) was born in 1896 in Guelph, Ontario. He was an athlete by choice, playing soccer, hockey and football. Until World War I, he worked as a knitter for his father at the Guelph Elastic Hosiery Company. He soon joined the Royal Flying Corps.

After the war ended, he came back to Guelph and returned to working in his father’s factory. His brother, George Leo Cartledge was currently employed there as a clerk. Both he and his brother were to rise in the company. By working hard and showing his skills, although his father, JS remained as president, Jack had become a manager. George, however, was still a clerk.

During this time, Jack came up with the idea for a new product for Guelph Elastic Hosiery. This was the jockstrap. It was given the name Protex – chosen after a contest held by the company.

Contrary to popular belief, Jack had not invented the jockstrap. Instead, he reinvented or improved it. Men owe C.F. Bennett of Sharp & Smith, a Chicago sporting goods company, thanks for the initial appearance of the Jockstrap. This was in 1874 and it was intended to help make the ride smoother for bicycle messengers aka bike jockeys.

According to Ed Butts, a local Guelph historian, in 1897, Bennett decided to take the next logical step. He took out a patent on his invention and formed a company, the Bike Web Company, to mass-produce it. It was marketed as the Bike #10 Jockstrap. Those who wore it became known as “jocks.”

What made the Protex different from existing jock straps was the addition of a hard cup. The athletic world had been waiting for this extra protection for players who could be subjected to low blows on the ice or playing field. It quickly became viewed globally as a necessity for athletic teams.

Its rise between the two world wars was abetted by the sales pitch of Jack Cartledge. He lectured at various institutions including the University of Toronto. According to the late respected journalist Ken Lefolii (1929-2022), Hart House at the U of T played host to one such event. While Jack extolled the virtues of the Protex 13 and explained its constitution, two young males stood on either side, dressed only in the latest version of the Cartledge jock straps.

Jack took out a patent on the Protex, but this initial claim for ownership appears to have vanished, although there are patents for improvements for this device by Jack. They include:
          • Underwear Harness for athletes 1930
           • Athletic Supporter 1931
          • Athletic Protector 1935 – a lighter variation using a magnesium alloy
          • Garment and Support 1938
This line was added and did very well, adding to the company’s profitability. Advertisements began to appear in both nursing and sports-related magazines. In 1939, an advertisement for Protex 13 was run in a popular skiing magazine. It read:
“Old-style supports sag under body movement, putting a drag instead of a lift on the vital zone. Protex Supports are guaranteed to give 100 per cent lift, all the time. You’ll ski many extra hours without fatigue with the new Protex. When others are ready to call it a day, you’ll just be nicely getting started.

World War II and Afterwards

Like other companies in Guelph, Guelph Elastic Hosiery switched to producing different products during World War II. Their main contribution was gas mask covers. Other safety devices became a component of the factory’s line. No longer was the focus on jock straps, although it remained a mainstay. Life jackets and boat seat cushions were added to production.

The company continued to be profitable. When their father died in 1949, Jack Cartledge took over. George Cartledge also undertook a greater role in the company. He became vice president, supporting the presidency of his brother.

This tandem was to continue to operate effectively until Jack died suddenly on August 6, 1957. At this point, his widow, Kathleen Shoemaker, took over the business. George continued as vice president. He was to remain in this position even after she sold the company in 1958.

New Ownership

The new owner was Hugh E. Kent. The board of directors remained the same. At the time, they were:
                 • George L. Cartledge as vice-president
                 • R. D. R. D. Clendenning, vice-president — sales
                 • E. Whelan, vice-president – production

The location of the factory was to change. It moved into the former home of the Colonial Whitewear factory at 40 Northumberland and Dublin Streets. At this time, Guelph Elastic Hosiery had about 60 employees.

Hugh Kent (1964-1966)

Hugh Ernest Kent, M.C. attended school in Toronto. Upon graduating in 1938, he joined Bromo-Seltzer Ltd. He did not remain there long. He left the company to serve with the Cameron Highlanders of Ottawa in 1940. In N.W. Europe, he was a Company Commander and Forward Observation Officer. He was later attached to the 9th Infantry Brigade. Kent was awarded the Military Cross for the role he played in the Battle of Scheldt Estuary.

After his service ended, Kent returned to civilian life. He was Vice-President of Marketing for Warner-Lambert Canada Ltd., Toronto, Ontario, of which Bromo-Seltzer was a subsidiary. Where he remained until 1959. When the company was bought out, Kent sold his shares and purchased Guelph Elastic Hosiery.

Like the late Jack Cartledge, Kent had been an athlete. He was an excellent oarsman for the Argonaut Rowing Club. The effort he put into his former business endeavours, he transferred to Guelph Elastic Hosiery. Although the Protex 13 remained a solid product, he moved with the times, utilizing modern materials to make the product better.

Kent replaced the elastic with Lycra and cotton with polyester. To reduce bacterial or fungal build-up on the Protex, he instituted a policy of dipping the materials in diverse chemicals. The materials were dipped in chemicals to discourage fungus and bacteria. His st

rategy worked. Sales were peaking at 400,000 jock straps annually globally by 1978. They then began to flatten.

Fortunately, the Guelph Elastic Hosiery had another product to fall back on. This was the life jacket. Helped by a government contract. Cartledge had expanded its line in 1956. Kent continued the tradition, expanding the line by introducing a child-size life jacket in the 1970s.

This was under the auspices of a new division of the Guelph Elastic Hosiery, This was the “Buoy-O-Boy” Marine Company. It was to manufacture a series of protective devices including a complete body suit to protect against the adverse effects of cold water.

More Changes

1981 saw the formation of a union in the workplace. One of the obstacles the United Garment Workers of America (UGWA) Local 508 faced was how to organize all the employees. In 1986, Guelph Elastic Hosiery not only employed 80 workers in the Northumberland factory, but it also had 25 home-based piece workers. They were manufacturing:
      • Cushions for chairs and boat seats of bonded foam
      • Garters and suspenders for hockey, soccer and baseball
      • Life preservers
      • Athletic supporters

Four years later, the homeworkers were no more. The company expanded into new facilities on Speedvale Avenue. The company, renamed Protexion Products in 1987, was now in a 60,000-square-foot facility worth 2.5 million dollars. It housed 140 employees as well as the latest machinery to address the worldwide demand for life jackets and athletic supporters. The union here was United Food and Commercial Workers Local 175 with Richard Wauhkonen as the local’s representative.

A decade later, the firm passed out of Kent’s hands. A Montreal firm – Jolina Capital purchased it. Meanwhile, David Kent, Hugh Kent’s eldest son, acquired the athletic support division of the firm. The Board of Directors in 1997 consisted of:
      • Hugh Kent – Chair
      • David Kent – President
      • Ms. Myra Kent – Secretary-Treasurer
      • Mrs. Margaret Brohman – Controller

The new company, Protex Athletics Inc., initially shared space with Protexion Products. In November 2002 it moved to Cambridge.

The company was sold twice more. Ron Foxcroft, of Fox 40 Whistle fame, purchased it and renamed it Protex. In 2008, Nykamp acquired the company, He renamed it PTX Performance Products.

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