The History of the Modern Awning
by
Steve Morenberg The Astrup Company

The awning market generally consist of residential and commercial installations. Residential awnings tend to be more traditional and conservative in both style and color.The influence of fashion and fads is much more evident in commercial awnings. The commercial awning buyer, whether it be a restaurant, hotel, retail shops or other commercial establishment is not looking for merely a shade device. The buyer is looking for means to establish and identity for the firm. It might be dignified restaurant with an entrance canopy of dark fabric and brass columns, or a hot new bar and lounge with an illuminated vinyl awning and colorful graphics, both are eating establishments, but each wants to send a different message to potential customers, the proper use of canvas awnings ensures that the messages are received loud and clear.

In the 18th and early 19th centuries, canvas awnings were simple, utilitarian affairs-cotton sailcloth nailed to a wooden frame. The IIndustrial Revolution led to ways of improving the style and longevity of these architectural appendages. Metal water pipe, instead of wood, was utilized for the framing material. Metal pipe was readily available economical, long lasting and could be bent into various curves and shapes that wood could not. By the late 1800’s specialized awning hardware was developed which spurred the use of awnings for homes and businesses. Instead of mailing cloth to these frameworks, the fabric was laced on, permitting a better fit and look. The awning covers could easily be taken down in the winter, as some are to this day, and reinstall when spring arrives. At the same time advances were being made in painting the traditional pearl bray boat duck different colors.. This painted duck is still available and in use today. You can tell this type of fabric by its pearl gray back color, which is the result of mineral-dyeing the duck, the same process by which cloth was dyed for garments a century ago. The availability of different colors was the springboard for aesthetic uses of canvas awnings, instead other being perceived as strictly utilitarian shading devices. The relationship between the demands of fashion color and canvas awnings had begun.

The awning industry was basically steady, stable and conservative, from the post Civil Was period to after World War II, however the canvas awning industry almost didn’t survive the 50’s. The post-war boom years saw tract homes as the preferred abode, with cookie-cutter sameness and air-conditioning available as an alternative to awnings for sun and hear control. Aluminum awnings gained in popularity, they were new and affordable, and they didn’t suffer the fate of poorly maintained canvas awnings such as premature aging,tearing and fading.

The industry survived on recovers for older homes and the emergence of commercial business to take up the slack. Another technological development came into its own for use in storefront awnings, the retractable awning arm. An American invention from the 1920’s, this iron, spring loaded arm could enable an awning to be made retractable. A gear would wind the canvas around a roller tube, and the spring tension would keep the fabric taut. Ironically, this idea was transplanted to Europe and the redesigned in aluminum for residential use. Retractable awnings are now the largest segment of the European market, where they are known as " California Style Awnings. They were reintroduced to the US market in the 70’s , where they started to be know as " European Style Retractable Awnings. They are now growing in popularity as patio and storefront awnings. By the late 1970’s canvas awnings had come into fashion and business picked up, aided by developments in both framing and fabrics. Aluminum awnings just did not have the versatility of fabric, and nostalgia came into play as people wanted to capture the prestige that a fine canvas awning can give to a building. Another factor which aided the resurgence of awning use was the increasing cost of energy.It was now cost effective to put up an awning rather than run the air conditioner on a constant basis.This had been true in the Europe for some time, but it took the energy crisis and oil embargo of the early 1970’s to convince the American consumer. Frames were no longer restricted to a few traditional styles dictated by the available hardware by using bending and welding techniques, bold new shapes could be achieved and awnings could be used to make a true fashion statement. Awnings covers were not longer exclusively laced on, they were screwed, riveted or even glued in place. This enhanced the finished look of the awning, making for and easier acceptance in the architectural community. Synthetic fabrics such as acrylics, polyesters and vinyl laminates had been developed. These fabrics enjoyed and broader color range and life span than traditional cotton fabrics, and started moving awnings into the fashion market,where before awnings were still sold basically as a functional item, they were now being sold largely based on color and design.

The past decade produced enormous change in this market. The architectural industry embraced awnings as an economical means to renovate older building and even whole neighborhoods. This interest brought awnings and fashion solidly together, as the color and design were used as the major selling features of new awning installations. Business boomed as new shopping center, chain stores specified awnings in their design. The awning fabricator, who used to be stereotypical a machine and pipe bender, now had to learn to deal with architects, contractors, designers and corporate planners. Where traditionally this industry was a unique, crafted oriented trade, the fabricator now has to be comfortable with elements of the architectural, electrical sign, construction, welding and design communities. The development of the awning shop for the 21st century is progressing at an accelerated rate .