In the early 1980's Mike Roberts started making cases. He set up shop in Shreveport, Louisiana and came up with the name "It's George", a snappy old-timer expression from the 1920's meaning "good". The cases were pretty snappy too and they became very popular.
The early It's George cases were almost identical to Fellini's. While the PVC shell, felt liner, and lock were nearly mirror images of a Fellini, there were some notable differences which ultimately proved important. The top and bottom of the George cases were exposed plastic with a lipped edge to accommodate the wrapped and sewn leather. This allowed George cases to be sewn on the side, unlike Fellini's which were butt seamed and glued. Because of this design difference, the It's George cases could be produced in quantity with less assembly skill required than Fellini's, which had to be meticulously fitted and seamed on the side plus the top and bottom. The George sewn seam also held up very well, where the glued Fellini seams had a tendency to separate.
Most It's George cases also had one little improvement which proved a big advantage, a little zippered pouch. Pool players carry all sorts of little tools to shape tips, but carrying their own chalk is something many experienced players also do. Having a pouch for your messy chalk is invaluable. Roberts also soon identified that there was a market for a 2X4 case because 9 Ball was becoming the money game of choice and more players were carrying a break cue.
In 1987 Roberts stepped up production by moving into a new facility, and the It's George era of cue cases began. The delivery time from date of order was 5 to 6 weeks, a vast improvement over the prior delays. By 1995 It's George cases went to a flip latch key lock instead of the old style lock. They added jump cue length 20" pouches as more players carried the short cue, heavy duty slings and/or handles, and were effectively mass producing the cases. They introduced the Tournament Model, a huge 3X6 case. Also offered were vinyl cases, marked by "It's George - V" in the logo. There were 19 standard leather patterns and color combinations offered, plus special orders for were available for shark, python, and other snakeskin.
Eventually, Roberts sold "It's George" to Brunswick. By then other case designs had taken over the market and the brand faded from existence. The "It's George by Brunswick" cases being sold today are discontinued new stock cases.
