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Long before the razor firm’s ‘toxic masculinity’ advert, its founder advocated replacing all North American cities with a single socialist utopia beside Niagara Falls

Judging by the outrage generated by Gillette’s “toxic masculinity” ad campaign, the shaving company – or rather its marketing department – is one step ahead of society, or at least certain parts of it. But the brand may not be wildly out of step with its founder, King Camp Gillette.

In 1894, around the same time that he was perfecting his design for a disposable razor, the Chicago-raised businessman published The Human Drift – a pamphlet advocating a socialist urban utopia, unearthed and excitedly shared on Twitter last week.

Those Gillette ads are nice, but get this: The company's founder wanted to build a socialist utopian city of tessellating hexagons on Niagara Falls where money would "pass into the oblivion of an ignorant age." https://t.co/9V26wTqhJf pic.twitter.com/V1EqAc8y5b

Related: Minnesota Experimental City: the 1960s town based on a comic strip

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