The 'Aberystwyth Official Guide and Souvenir' published by Aberystwyth Corporation in 1924 contains an advert for Morton's. The shop is a branch of George & William Morton of Albert Street, Birmingham. The company was founded in 1859 and it had a boot manufacturing factory in Northampton. The shop advertised a large selection of white, grey, brown and black boots and shoes in rubber and leather. They also stocked bathing sandals in all sizes. They suggest buying your shoes at the seaside, rather than increasing your luggage.