Figure 1.--- We do not know much about this American manufactrer of boys's clothing. We know they were operating in 1919 and located in New York. Their brand name was Wearpledge which they marketed a insured clothes for boys--a novel marketing approach given how boys wear clothes. The company guaranted garments over their "reasonable life". |
Boys wore both jackets and overcoats in 1919. A long overcoat was common for middle-class boys wearing suits. Jackets were worn more casually. We note suits and coats being offered by Bauman Clothing in 1919. The company does not, however, provide much detail on the suits and overcoats. The focus here is on the brand.
Here is an advertisement for Dubbelbilt Boy's clothes that appeared in The Ladies Home Journal (April 1919) p. 169. As the oldest still publishing, most respected women's service magazine in the country, The Ladies' Home Journal has always focused on issues of crucial importance to millions of women. Since its first issue in December 1883. This long history make The Ladies Home Journal and invaluable source of information on American fashion trends. Its covered an incredibly wide range of topics beyond just fashion, from the latest medical research and consumer news to parenting know-how, workplace survival, good skincare, nutrition facts and much, much more. It was The Ladies Home Journal who sucessfully merged the elements and produced the right formula, becoming the top ladies magazine in America. The Ladies' Home Journal both empowered women and applauded their growing power. We also notice patterns offered in the magazine.
We do not know much about this American manufactrer of boys's clothing. We know they were operating in 1919 and located in New York. Their brand name was Wearpledge which they marketed a insured clothes for boys--a novel marketing approach given how boys wear clothes. The company guaranted garments over their "reasonable life". Bauman offered to actually replace garments. Bauman offered a range of garments for boys 1 1/2 to 18 years of age.
The ad here is more about the company and brand than the specific items. The ad tells us that the company offered both suits and overcoats. The suits are pictured, both illustrations show knicker suits. The overcoat is not pictured.
The company by advertising in The Ladies Home Journal was probably not expecting to receive a lot of mail orders for suits. Rather they probably wanted poteantial clients for ask local stores for the brand. We are not ure what kind of store would market the suits, we are guessing a men and boy's store.
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