Hans Looser was perhaps the best known of the designers commissioned to create posters for the venerable Swiss men’s clothing firm Tuch AG, founded in Basel in 1922. Like many of the other posters he produced for such companies after he opened his advertising studio in Zürich in 1953, this painterly composition is defined by its elegant simplicity. The slightly louche figure shown smoking a cigarette in a sharp white suit well represents the company’s tagline “Zum Wilden Man” (Home of the Wild Man). The Tuch AG clothing firm had adopted this term when it acquired the Basel department store Magazine zum Wilden Man in 1922, and gave its original Basel location the name Tuch AG Zum Wilden Man. By the 1930s, branches of Tuch had been established in other Swiss cities but the name was retained in advertising; the phrase was retired altogether in 1972 when the firm was renamed Schild AG.