12/01/2025

S.A.F.F.A. "Wigwam" Brand (c. 1920s–1950s)

Wham-Bam Wig-Wam?

This label we have today doesn’t actually name the maker on the label, which is more common than it might seem, especially in this case. Italy had one primary match maker, so it was safe to assume that any period match was made by SAFFA (Società Anonima Fabbriche Fiammiferi ed Affini).

From 1932 until 2001, the company created matchboxes for export, with the branding here being especially typical. Elements of "Wild West" romanticism were very popular in the 1920s - 1950s, and had some thematic links to matches as well. Native American culture was especially prevalent in this kind of branding. For matches, it embodied a sense of adventure and outdoorsmanship, natural strength, and, for the time, exotic appeal.

Are you expecting? Not quite! This is our first mention of impregnated matches, simply put, they’re treated with a fire retardant like Ammonium Phosphate, which prevents the matchstick from smoldering after burning out. Additionally, the head is often soaked in paraffin wax to aid in ignition and to help the fire burn from the head to the stick.

So, as is typical of the culture at the time, labeling the design here as a wigwam is wrong. The conical structure is a teepee. It exemplifies a pervasive problem in popular culture at the time where teepees became the universal symbol for all Native American dwellings. There are many factors to this, from wigwam being a “silly” or demeaning word, to Hollywood influence to commercial stereotyping (relying on catch-all exotic motifs in regards to Native Americans).

This label gave me a flash memory of a game I played growing up called Vigilante 8. There was a level called “Ghost Town” which was a very stereotypical wild west level, and it contained an area with teepees. The gloomy burnt sky was very ominous and foreboding, like it preluded something terrible. I distinctly remember the burnt sunset sky (a bit similar to artistic renditions of Blood Meridian actually), I find the presentation so interesting, though I can’t really describe why. Maybe it’ll come to me as the days go on! Pic below!