Everlast "Neocraft Morning Glory" Tray, 1938-1959

In 1932, Louis Schnitzer and Nathan Gelfman formed Everlast Metal Products Corporation, producing high-quality, hand-forged aluminum giftware. In an era of growing uniformity via factory production, the "made by hand" aspect of these products held an aesthetic appeal for consumers. In 1938, Everlast introduced the "Neocraft" product line, made of anodized aluminum and featuring vibrant colors and clean lines.