When Greenwich Became 'Whisker Conscious' in '56

by Jeffrey Bingham Mead
Greenwich Time. Looking Back: 1993

In 1956, Greenwich Time announced that "Greenwich is – or will become – whisker conscious." 

Founders Day was fast approaching, and many Greenwich men sported beards for the occasion of the town's 216th year.

How did this come about?

The trend started at a meeting of Greenwich Merchants Bureau at the Pickwick Arms Hotel at the top of Greenwich Avenue. Members met to plan the town's first annual observance of Founders Day since 1940. 

Someone came up with the idea of promoting the growing of beards "to provide a more realistic atmosphere and authenticity" to the celebrations in July.

It was not long before some locals went unshaven. Greenwich Time even join the fun by featuring photographs touched up to illustrate with some local dignitaries would look like with whiskers, which the newspaper featured on the cover page of its June 5th edition.

The offering of prices for beard contests began to proliferate, as did the number of bearded men in 1956 Greenwich. Remington, for example, furnished six shavers for the beard shaving contest – the man who shaved quickest was the winner. Commander Edward Whitehead, president of Schweppes Ltd USA, was named contest judge.

The 216th Founders Day celebrations were, by all accounts well attended. About 15,000 enthusiastic people were present, especially at the block party and parade. This colorful spectacle featured many women in Colonial-era attire. Antique cars along with the latest automobiles of the day cruised down Greenwich Avenue, and the Jaycees sponsored a beauty contest for local young ladies.

Many fraternal, public, societal and service associations participated in the festivities. Floats celebrating Greenwich history glided passed bystanders.

The Junior Chamber of Commerce organized the Founders Day block party, where the beard contest took place. Jeff Fox took first prize for best full beard; Ellis Reitzel, chairman of the weeklong celebrations, won first prize for his sideburns, and Louis Martin II finished first in the beer-shaving contest.

Becoming "whisker conscious" did not last after the Founders Day celebration in 1956, but it was an original way to attract attention to the heritage of Greenwich.

Jeffrey Bingham Mead is a free-lance writer and direct descendant of one of the town's founding families. He grew up in backcountry Greenwich and is a member of the Historical Society of the Town of Greenwich.