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[REV 25-NOV-2014]

 
 
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VINTAGRAPH • WPA • WWII • THE TOY DEPARTMENT, 1913

Cherokee Parts: 1936

Cherokee Parts: 1936

March 1936. "Auto parts shop. Atlanta, Georgia." Large-format nitrate negative by Walker Evans for the Farm Security Administration. View full size.

 

NASCAR Connection

About 13 years after this picture was taken, Cherokee Auto Parts began sponsoring Gober Sosebee in the earliest years of NASCAR. Both his #50 and #51 cars carried the name on their doors. He had 2 wins, 4 poles, and 33 top tens in a 71 race career.

Wheels,etc.

The large part hanging under the used sign is a fender as mentioned in an earlier post. It is from a 1930/31 Ford.

I would love to see under the hood. I would bet money it has a Flathead V8 in it. The front wheels are off of a 32 or later which means they have probably changed from mechanical brakes to hydraulic and the rear wheels look the GM "Artillery" wheels used on later 30's GM cars. The wheel hanging on the wall behind the woman is a stock 29/31 model A wheel. I think this may be the shops hot rod parts truck.

Airwheels

That Model A is wearing a pair of aftermarket low-pressure tires on the rear, also known as Jumbos, the tire and rim combination were offered by several tire companies and claimed improved ride and handling over the narrower high-pressure stock units.

Those wheels are rarely seen on restored vehicles today because those special sizes haven't been reproduced, modern tires will fit on them so they do see some use by traditional hot-rod builders.

Just down the street

This is just down the street where my dad (a mechanic) grew up. He probably visited the shop many times.

Font Name

To JeffK: although the sign appears to be hand painted, the font that inspired the lettering is "Windsor." The sign painter did not copy the typeface with 100 per cent accuracy, but after 40 years in the graphic design business, I'd say Windsor!

'29 Ford roadster pickup

That's a 1928 or '29 Ford Model A roadster pickup, looking mostly original except for the wheels and the absence of its top, doors and spare tire. The fabric top was removable, but not foldable, and the car had no side windows, only side curtains that clipped onto the doors and windshield.

Is that you, Jack?

Probably not, but the young guy inside the garage sure looks like a young Kerouac. 'Course Kerouac lived in Massachusetts then. The young lady on the far left seems to have noticed something--maybe the guy--in spite of her disgust at having to be there at that smelly old garage while her mother gets new tires.

Re Modern day wheel

In fact, my eyes double-took when I saw that wheel, which is not too different from the ones on my E-Class MB. And, boy, they did have a lot of merchandise to hang outside while their morning coffees were cooling, didn't they?

Quite the place back in the day

It seems that this place was a real chick magnet at the time.

re: Greatest Hits

Interesting - apparently, Drew Struzan drew the "Greatest Hits" artwork with the band surrounded by iconic stars. The original included 13 stars who were still alive, which presented a problem, so they had to re-do it without those individuals. A related piece doesn't really resemble the garage in Evans' photograph, but does include the name:

From cars to packing machines

Cherokee Parts Store was at 973 Marietta Street in Atlanta. That location is now home to a packing machine company.


View Larger Map

Greatest Hits

This photo was the inspiration for the cover art on the album "Alice Cooper's Greatest Hits."

Sure Beat Up

This truck appears to be a 1928-29 Ford cobbled out of something else. The rear of the cab isn't from a stock pickup. Really beat up for a vehicle 7-8 years old. And those Model A's were built like a tank. It's had a rough life.

Mystery Metal

I can't for the life of me figure out where that large apparent body part hanging under the word "Used" would go on a car. Anyone know?

[Front right fender. - Dave]

Ah, OK, we're seeing it from the top, then, and it's a lot deeper than it looks here. Thanks.

Whoa!, that font!

Is it just me or does that beautiful lettering scream Jazz Age!! ?

Inviting

Oh, imagine opening the place up and starting work by hanging all those car parts up. And then imagine the passing punters: "that looks nice, especially that fender there - I think I'll have them do my car right away!".

Modern Day Wheel

The wheel directly below the "A" and "R" of "garage" looks like it could easily be used on one of today's cars.

 
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