February 18–25, 1999

naked city

"If you've got a passion for fashion, if you've got a craving for savings, take the wheel of your automobile and swing on down to… Ideal."

If you lived in the Philadelphia area in the '70s and '80s that jingle should bring back memories. It was from the commercial for Ideal, the women's clothing store in South Jersey that showcased leggy models donning '70s "high" fashion.

Though the ad hasn't run for years (current owner Bruce Rosenwasser banned the jingle five years ago), Ideal's still there—and it carries modern clothes! According to Rosenwasser, Ideal sells "moderate to upper-moderately priced women's sportswear" and customers range in age from "18 to 102."

Rosenwasser bought the 10,000-square-foot shop in 1986 from original owner Nat Press, who started the business in the 1930s. Back then, Press was a bit of a maverick, opening one of the first stores along a highway. In the 1950s, Press added a small airport so he could fly in clothes from all over the country. Business was doing so well he added the infamous "Quonset hut" (a metal shelter) mentioned in the commercial.

Though it's the same building, don't go to Ideal looking for a '70s plaid polyester pantsuit. Rosenwasser is trying to shake that outdated image. Still, no one can seem to forget that "Passion for Fashion" ditty. People know it so well because Press bought TV spots from midnight to 6 a.m. on Channels 29 and 17 to save advertising dollars. Whenever the stations had empty ad slots, the Ideal commercial would air.

But now that retro is so in, people have urged Rosenwasser to bring back the commercial. Frankly, he's afraid.

"I've got a good metaphor: Everybody knows who Saddam Hussein is, but that doesn't mean they like him."

-Jen Darr

If you've got a passion for fashion, visit Ideal, 483 White Horse Pike, Hammonton, NJ, 609-561-2712.