Label
After 1961, popular and commercial images became a major element in Rivers' work. This silkscreen is based off of a Dutch Masters cigar box label, which Rivers was drawn to because it used Rembrandt's painting "Syndics of the Drapers Guild" as part of their logo. In 1963, Rivers began his Dutch Masters series after seeing a billboard advertisement for their cigars along the highway. He said:
"One night in the early sixties I passed something on the Long Island Expressway...the billboard advertising cigars, Dutch Masters. I realized it was sort of perfect...You're looking at Rembrandt — in neon! It was...irresistible."
The resulting paintings, lithographs, and sculptures by Rivers are commentaries on consumerism and the relationship between capitalism and cultural objects. This particular silkscreen was created for Multiples Inc., the art publishing company founded in the 1960s. During its existence, Multiples Inc. published work by some of the most important artists of the 20th century, including many Pop artists. This silkscreen by Rivers looks like it folds into the shape of the cigar box that inspired it and features River's version of the Dutch Masters Rembrandt.