As often is the case with these company bios, I rarely know the full story, so this is a working draft. (note, I have seen Bestop as BesTop and BESTOP, but I feel Bestop is easier to read for our purposes). If you have other interpretations, thoughts, or corrections, don't hesitate to comment below.
Bestop Launches:
In the early 1950s, Tom Bradley ran an auto upholstery shop in Boulder, Colorado. After some customers came to him wanting repairs to their soft jeep tops, Tom decided he could build a better top, so he launched Bestop on a part-time basis in 1954. According to the Bestop website, "Working out of an old brick schoolhouse with seven employees, Bestop quickly developed a reputation for quality and the word spread." And, from 4wd.com, "To [Tom's] surprise, the Jeep replacement tops began making more profit than the upholstery projects. It wasn't long before Bradley decided to sell his upholstery business and focus on designing and manufacturing tops."
Here's a look at some early brochures. Note the "Vinalette" top, an attempt at branding that didn't last very long. These brochures are likely mid to late 1950s (these pics came from this eBay auction):
The Bestop site notes that the business continued to grow for ten years under Tom. At that point, the story on the company's website advances to the mid-eighties, but skips additional history in the process.
Bestop Expands Product Line:
The only evidence I could find that Bestop expanded it's produced line under Tom was this 1961 brochure introducing rear seats. The seats have a flat, simple design.
The Stengel's Obtain Control:
In September of 1966, forty-year-old James (Jim) Joseph Stengel filed a patent for a plastic tab that, when placed on the front edge of a soft top, allowed it to hook into the down-facing channel that is attached to most vintage 1/4 ton jeep windshields. This improved the speed at which a top could be mounted to a jeep. What Jim's relationship to Bestop was at that point isn't clear to me yet.
As of the 1966 patent filing, there was no assignment to any company, just to Jim himself. In the meantime, at some point between 1964 and 1968, Jim and his wife Marj acquired Bestop (from Tom?) and began operating it, as her obituary notes "Marj and Jim ran their business, Bestop Mfg., which grew to be a leading manufacturer of cloth "tops" for Jeeps and other recreational vehicles".
One bit of evidence that the Stengels were connected to Bestop by 1966 was that Jim filed the above 1966 patent under the address "P.O. Box 318, Boulder, Colorado", the same address that appears in this May 1968 brochure published by Bestop.
See the full Bestop brochure here on Pascal's Jeep Willys World site
Two years later, in 1968, Bestop Manufacturing filed for a Trademark on the name Bestop, again under the same PO Box 318 address :
Now, this is where it becomes a little confusing. At some point in 1968, Bestop acquired or expanded into several lines of additional products and, around the same time period, Husky Products appears to have dropped a similar type of products.
Below is a visual comparison of a 1966 Husky brochure and the 1968 Bestop brochure. The first three pages of the Bestop brochure kind of look like reworked versions of the 1966 Husky brochure (it's this comparison that started my dive into this topic). And, yes, I realize the tops are somewhat different, especially at the back (Husky continued to advertise the full top into the 1970s, but dropped advertising for the half tops, the multiple doors, and other items).
As you read through some of columns 3 and 4 (more easily seen on Pacal's site, again Husky here and Bestop here), you'll find similar product numbers among the items. As I note on this Dualmatic/Husky/Selectro post, Husky went from advertising a wide array of products in 1966 to just a few products by December of 1967. Hopefully, at some point, someone can confirm whether my theory is correct or can provide testimony to something else (or nothing) happening.
In the 1967 ad below, note have many few products are shown vs. the 1966 ad.
October 1967 Ad for Selectro and Husky products under the 4Wheel Equipment Center. The ad indicates that the number of top type Husky was selling had been dropped to one basic model.
As Husky faded away during the early 1970s, James and Marj Stengel continued building the Bestop Manufacturing Company.
The Bikini Top:
In 1978, James filed a second patent, this time for a product that we know as the "Bikini Top". I didn't realize the Bestop had the patent for this:
Husky Tops Private Labeled for Sears, Roebuck & Co?
One curious thing I discovered is that the images of the Husky top in 1966 look very similar to the soft tops that appear in the 1972 Sears catalog. This shouldn't be too surprising, as Sears private labeled the Husky & Dualmatic hubs, so I suspect Sears private labeled tops and other items as well.
Company Changes:
According to Marj Stengel's obituary, the couple retired from Bestop in 1980. It appears they sold Bestop in 1981 to Wynn Industries. In 1983, Wynn trademarked and combined Bestop with Dualmatic (acquired circa 1974) to form BD BestopDualmatic. Along the way, BestopDualmatic released a set of hubs with a design different than past hubs called EasyLok and BestLok: http://www.ewillys.com/2018/08/29/bestlok-and-easylok-hubs/
At some point, BestopDualmatic reverted back to Bestop, the name it continues to function under today. Here's a 1989 brochure cover:
Stengels After Bestop:
Meanwhile, after the Stengel's retired from Bestop, they started traveling in their RV. During the summer, they helped facilitate the Yesteryear Farm Show in Longmont, Colorado. One article noted that Jim's pride and joy was a 2-ton, one-cylinder engine that he and his brother rescued from the foothills of Boulder. Jim passed on in 2005. In 2013, Marj put their tractor collection and other items up for auction.
Marj passed away a few years later in 2016. Apparently, they really loved their Gibson tractors, as they engraved memories of an early Gibson onto their gravestone for posterity:
FILE CREDIT: Find A Grave: https://www.findagrave.com/memorial/164190737/stengel
15 Comments
Leave a Reply