I need help identifying this Coat's Label

[Glam Star Vintage]

My mom picked this up for me at a second hand shop where she lives. I have done some research and am having no luck coming up with info on this label or a possible time period. Any help would be much appreciated!

 

[lkranieri]

You may have seen THIS 1957 mention of Elva of California, listed as a manufacturer of women's clothing, in San Francisco.

 

[Glam Star Vintage]

Thank you!

 

[lkranieri]

I found this entry in the 1953 San Francisco directory:

and I found Max Gutierrez in the 1940 census for San Francisco. It noted that he was 40 years old, was born in Salvador, was a manufacturer and salesman for his own dress company (wholesale and retail). The census taker recorded his 29-year old wife as "Elba," but I wonder if it was Elva and he/she transcribed it incorrectly. According to the census, she had the same occupation for the company.

I did not find the business in the 1951 directory and I am searching for when it was last in a directory.

 

[lkranieri]

This 1972 San Francisco directory is the last one in which I found Max and Elva of California. Note that the listing adds his wife Elva :

 

[lkranieri]

Although it doesn't say so (EDIT: Oops...yes it does) , I assume THIS is the son of Max J. and Elva Gutierrez.

 

[lkranieri]

...and, finally, the July 19, 1973 obit for Max J. Gutierrez notes: "Max J. Gutierrez, 94 Conejo Drive, Millbrae, died July 18 at Peninsula Hospital, after an illness. He was a native of San Salvador and a resident of San Mateo County ten years. He had been the owner of a clothing manufacturing company for many years. Survivors include his widow Eva (sic); a son, Max Gutierrez of Hillsborough; a daughter, Mrs. Estelle Loza of Millbrae; a brother, Henry Gutierrez of San Francisco; and two sisters, Mrs. Blanche Twomey and Mrs. Hada Selva of Millbrae...The family suggests memorial contributions to the University of California Cardiovascular Research Fund."

 

[Glam Star Vintage]

That is all super helpful and interesting. Crazy how little their is about them or this company. I appreciate your help and the time you took researching it for me!