So most of my friends played Kent or Silvertone guitars. So the cost of most new, domestically produced guitars were beyond the reach of the average worker. You may not know it, but the Gibson ES-335 was given that designation, because in 1958 when it was created, the guitars price was $335.00. In my high school days, when I started playing guitar, most guys or girls families couldn't afford a Fender or Gibson guitar for their young Beatle-want-to-be.
So these import companies came up with their own American, or English sounding brand names, such as Holiday, Decca, Kingston, Lyle, Kent, and so many more.
They were afraid no one would buy a guitar with the brand name of Matsumoku, or Hoshino Gakki, or Fujigen Gakki on the peghead. I beg pardon, but back in the 1960's, the companies that were importing Asian manufactured guitars into the United States believed differently. Badges? We don't need no stinkin' badges!
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