The Social History of Smoking

by George Latimer Apperson

"I would enjoin every shop to make use of a sign which bears some affinity to the wares in which it deals."

Addison, Spectator, April 2, 1711.

Shop-signs were one of the most conspicuous features of the streets of old London. In days when the numbering of houses was unknown, the use of signs was indispensable for identification; and greatly must they have contributed to the quaint and picturesque appearance of the streets. Some projected far over the narrow roadway—competition to attract attention and custom is no modern novelty—some were fastened to posts or pillars in front of the houses. By the time of Charles II the overhanging signs had become a nuisance and a danger, and in the seventh year of that King's reign an Act was passed providing that no sign should hang across the street, but that all should be fixed to the balconies or fronts or sides of houses. This Act was not strictly obeyed; and large numbers of signs were hung over the doors, while many others were affixed to the fronts of the houses. Eventually, in the second half of the eighteenth century, signs gradually disappeared and the streets were numbered. There were occasional survivals which are to be found to this day, such as the barber's pole, accompanied sometimes by the brass basin of the barber-surgeon, the glorified canister of a grocer or the golden leg of a hosier; and inn signs have never failed us; but by the close of the eighteenth century most of the old trade signs which flaunted themselves in the streets had disappeared.

The sellers of tobacco naturally hung out their signs like other tradesfolk. Signs in their early days were, no doubt, chosen to intimate the trades of those who used them, and in the easy-going old-fashioned days when it was considered the right and natural thing for a son to be brought up to his father's trade and to succeed him therein, they long remained appropriate and intelligible. Later, as we shall see, they became meaningless in many cases. But in the days when tobacco-smoking first came into vogue, the signs chosen naturally had some reference to the trade they indicated, and one of the earliest used was the sign of the "Black Boy," in allusion to the association of the negro with tobacco cultivation. The "Black Boy" existed as a shop-sign before tobacco's triumph, for Henry Machyn in his "Diary," so early as December 30, 1562, mentions a goldsmith "dwellying at the sene of the Blake Boy, in the Cheep"; but the early sellers of tobacco soon fastened on this appropriate sign. The earliest reference to such use may be found in Ben Jonson's "Bartholomew Fair," 1614, where, in the first scene, Humphrey Waspe says: "I thought he would have run mad o' the Black Boy in Bucklersbury, that takes the scurvy, roguy tobacco there." Later, the "Black Boy," like other once significant signs, became meaningless and was used in connexion with various trades. Early in the eighteenth century a bookseller at the sign of the "Black Boy" on London Bridge was advertising Defoe's "Robinson Crusoe"; another bookseller traded at the "Black Boy" in Paternoster Row in 1712. Linendrapers, hatters, pawnbrokers and other tradesmen all used the same sign at various dates in the eighteenth century. But side by side with this indiscriminate and unnecessary use of the sign there existed a continuous association of the "Black Boy" with the tobacco trade. A tobacconist named Milward lived at the "Black Boy" in Redcross Street, Barbican, in 1742; and many old tobacco papers show a black boy, or sometimes two, smoking. Mr. Holden MacMichael, in his papers on "The London Signs" says: "Mrs. Skinner, of the old-established tobacconist's opposite the Law Courts in the Strand, possessed, about the year 1890, two signs of the 'Black Boy,' appertaining, no doubt, to the old house of Messrs. Skinner's on Holborn Hill, of the front of which there is an illustration in the Archer Collection in the Print Department of the British Museum, where the black boy and tobacco-rolls are depicted outside the premises." The "Black Boy," indeed, continued in use by tobacconists until the nineteenth century was well advanced. A tobacconist had a shop "uppon Wapping Wall" in 1667 at the sign of the "Black Boy and Pelican."

Other significant early tobacconists' signs were "Sir Walter Raleigh," "The Virginian" and "The Tobacco Roll." "Sir Walter," as the reputed introducer of tobacco, was naturally chosen as a sign, and his portrait adorns several shop-bills in the Banks Collection. The American Indians, represented under the figure of "The Virginian," and the negroes were hopelessly confused by the early tobacconists, with results which were sometimes surprising from an ethnological point of view. As the first tobacco imported into this country came from Virginia, a supposed "Virginian" was naturally adopted as a tobacco-seller's sign at an early date. An "Indian" or a "Negro" or a figure which was a combination of both, was commonly represented wearing a kilt or a girdle of tobacco leaves, a feathered head-dress, and smoking a pipe. A tobacco-paper, dating from about the time of Queen Anne, bears rudely engraved the figure of a negro smoking, and holding a roll of tobacco in his hand. Above his head is a crown; behind are two ships in full sail, with the sun just appearing from the right-hand corner above. The foreground shows four little black boys planting and packing tobacco, and below them is the name of the ingenious tradesman—"John Winkley, Tobacconist, near ye Bridge, in the Burrough, Southwark." Sixty years or so ago a wooden figure, representing a negro with a gilt loin-cloth and band with feathered head, and sometimes with a tobacco roll, was still a frequent ornament of tobacconists' shops.

The "Tobacco Roll," either alone or in various combinations, was one of the commonest of early tobacconists' signs, and was in constant use for a couple of centuries. It may still be occasionally seen at the present time in the form of the "twist" with alternate brown or black and yellow coils, which up to quite a recent date was a tolerably frequent adornment of tobacconists' shops, but is now rare. This roll represented what was called spun or twist tobacco. Dekker, in James I's time, speaks of roll tobacco. The youngster who mimics the stage-gallants in Jonson's "Cynthia's Revels" as described in Chapter II (ante; page 31), says that he has "three sorts of tobacco in his pocket," which probably means that it was customary to mix for smoking purposes tobacco of the three usual kinds—roll (or pudding), leaf and cane. One would have thought that a representation of the tobacco plant itself would have been a more natural and comprehensive sign than one particular preparation of the herb, yet representations of the plant were rare, while those of the compressed tobacco known as pudding or roll in the form of a "Tobacco Roll," as described above, were very frequently used as signs.

From the examples given in Burn's "Descriptive Catalogue of London Tokens" of the seventeenth century, it is clear that the "Tobacco Roll" was a warm favourite. "Three Tobacco Rolls" was also used as a sign. In 1732 there was a "Tobacco Roll" in Finch Lane, on the north side of Cornhill, "over against the Swan and Rummer Tavern." In 1766, Mrs. Flight, tobacconist, carried on her business at the "Tobacco Roll. Next door but one to St. Christopher's Church, Threadneedle Street."

The shop-bill of Richard Lee, who sold tobacco about 1730 "at Ye Golden Tobacco Roll in Panton Street near Leicester Fields," is an elaborate production. Hogarth in the earlier period of his career as an engraver engraved many shop-bills, and this particular bill is usually attributed to him, though the attribution has been disputed. There is a copy of the bill in the British Museum, and in the catalogue of the prints and drawings in the National Collection Mr. Stephens thus describes it: "It is an oblong enclosing an oval, the spandrels being occupied by leaves of the tobacco plant tied in bundles; the above title (Richard Lee at Ye Golden Tobacco Roll in Panton Street near Leicester Fields) is on a frame which encloses the oval. Within the latter the design represents the interior of a room, with ten gentlemen gathered near a round table on which is a bowl of punch; several of the gentlemen are smoking tobacco in long pipes; one of them stands up on our right and vomits; another, who is intoxicated, lies on the floor by the side of a chair; a fire of wood burns in the grate; on the wall hangs two pictures ... three men's hats hang on pegs on the wall." Altogether this is an interesting and suggestive design, but hardly in the taste likely to commend itself to present day tradesmen.

A roll of tobacco, it may be noted, was a common form of payment to the Fleet parsons for their scoundrelly services. Pennant, writing in 1791, describes how these men hung out their frequent signs of a male and female hand conjoined, with the legend written below: "Marriages performed within." Before his shop walked the parson—"a squalid, profligate figure, clad in a tattered plaid nightgown, with a fiery face, and ready to couple you for a dram of gin, or roll of tobacco."

Combinations of the roll in tobacconists' signs occur occasionally. In 1660 there was a "Tobacco Roll and Sugar Loaf" at Gray's Inn Gate, Holborn. In 1659 James Barnes issued a farthing token from the "Sugar Loaf and Three Tobacco Rolls" in the Poultry, London. The "Sugar Loaf" was the principal grocer's sign, and so when it is found in combination with the tobacco roll at this time it may reasonably be assumed that the proprietor of the business was a grocer who was also a tobacconist.