August 25, 2011
White 764 (1964)
The 764 introduced during the 1964 New York World's Fair really shows the degree to which the other than Singer makers were willing to go to attract buyers and differentiate them selves from the old generation. White seems to have maintained a very creative streak after the War when they and many others shifted manufacturing to Japan.
Built like a brick house it sports a 1.3 amp motor, ZZ, button holing, etc. This particular one has had a hard life; I had to rebuild the reverse button from shattered pieces and the main hook shaft was frozen do to a crack in the casting! I am an amateur machinist and was able to realign the main shaft with a few hours of labor.
The colors are great; a metallic dark pearl upper and a standard beige lower make for a friendly machine. Controls are large and move easily, it's a well engineered machine. A real unique design feature is the integrated handle. The styling however may be argued as a little dated in that the forms and surface treatment are actually from a 1940s automotive vocabulary. This I think was odd; whomever was in charge of styling at the time was caught in a previous decade... it may be that the 765 was a corrrective responce. This design was and still is adventurous however just out of step with what was forward looking or "modern" at that time.
Posted by Tom Carbone at 11:44 AM