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Black Lance

Institution: Black Lance
Established in 1936, the Australian label Black Lance was a subsidiary of Paterson Laing and Bruce Ltd, which produced and wholesaled softgoods such as swimwear, drapery and hats. During the 1930s the Black Lance slogan 'as modern as the moment after midnight' appeared in newspaper and magazine advertisements. Swimsuits and knitwear were manufactured at the Black Lance Knitting mills in the Melbourne suburb of Richmond.