In the late 19th century, hats were an essential part of women's wardrobes, and there was a real hunt for them. However, at the store on Moscow Street, 27, they were always available. Until the early 1880s, there was a carpentry workshop here producing furniture, but then the building was acquired by merchant Vladimir Kartashov. Thanks to his contracts with firms from the capital and abroad, hats were brought in from France, Italy, and Germany. The store also sold men's hats, but the women's selection was significantly wider. Elegant "Tok" hats with tails and patterns, as well as "Vetrinitsy," narrow hats with feathers and brims that protected from the sun, were particularly popular. The face of the store was an attractive girl in a German hat with a white feather, depicted on a large advertising poster with the inscription: "orders for tailoring uniforms for all departments are also accepted." Penza kept up with fashion trends, and local beauties flaunted the most exquisite hats, captivating their suitors. The hat salon continued to operate even in the early years of Soviet power, but soon private trade was banned, and the store closed. Later, a leatherworkers' cooperative was established here.