In 1945, Hans Looser set up his own graphic-design studio in Zurich, Switzerland, and by 1953 had opened his own advertising agency, which soon became well known for its high-quality poster designs. In 1957, he was commissioned to design a series of hugely successful posters for the luxury men’s clothing firm of PKZ (Paul Kehl Zurich, named in 1881 for the founder), each featuring a suave, elegantly dressed man set against a plain background. There is no slogan but simply the initials of the famous Swiss company they promote.