Figure 1.--Sears in 1931 offered kneesoks in a range of bold patterns. Curiously, long stockings were almost always done in solid colors. |
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The ad here for kneesocks appeared in the Sears Spring And Summer Catalog for 1931, p. 272. Americans refer to these socks today as kneesocks. The term used by Sears at the time was knee-length hose. Note that the socks are long enough to be cuffed at the knee. The British refer to these socks as turn-over-top socks. This Sears catalog also offered long stockings. The long stockings were offered in a greater variety, but not in the patterns kneesocks were dine in. The kneesocks here are advertised as equally suitable for boys and girls. The larger patterns are designed for boys. The smaller patterns are equally for girls and boys. These socks are perhaps best known at the time as being worn with knickers. Some boys also wore wear them with short pants. Girls wore them with skirts. Notice that the kneesocks were done in bold patterns and colors. We are not sure that kneesocks were done in these patterns. We see European boys wearing mostly solid-colored kneesocks. Here we do not see any solid-colored kneesocks offered. This is interesting becuse long=stockings were almost always dine in solid colors. Also note that these kneesocks are all the turn-over-top style and that the pattern on the cuff is different although coordinated with the pattern on the rest of the sock.
The Sears, Roebuck and Co., huge merchandising firm centered in Chicago was founded by Richard W. Sears (1863-1914) and A.C. Roebuck (1864-1948). Sears had begun a career in mail-order business in Minnesota 1886. In Chicago he and Roebuck joined resources and formed a corporation in 1893 as a mail-order business under title Sears, Roebuck and Company. In 1895 Julius Rosenwald (1862-1932) bought Roebuck's interest in firm and became president on Sears's retirement 1908. A retail-store system was added 1925. The first foreign store
added in Havana, Cuba during 1945 and becane the first expropriated store in 1960. The Sears-Roebuck brought the production of industry to the fartherest corner of rural America, opening the cornucopia of the consumer age to rural America. All the new things that were changing
American life danced across their pages. Through it, a huge
Chicago warehouse offers to modernize the farms and small towns of the Midwest.
Americans refer to these socks today as kneesocks. The term used by Sears at the time was knee-length hose. Note that the socks are long enough to be cuffed at the knee. The British refer to these socks as turn-over-top socks.
This Sears catalog also offered long stockings. The long stockings were offered in a greater variety, but not in the patterns kneesocks were dine in. We also note that long stockings were done in a greater range of sizes, especially sizes for younger children. While we do not have the entire catalog, we believe tat only long tockings and kneesocks were offered. This is interesting as this was the Spring-Summer catalog. It is also notable that in the 1910s, younger children often wore three-quarters length (usually white) socks. This type od socks are apparently no longer offered in the 1930s.
The kneesocks here are advertised as equally suitable for boys and girls. The larger patterns are designed for boys. The smaller patterns are equally for girls and boys.
These socks are perhaps best known at the time as being worn with knickers. Some boys also wore wear them with short pants. Girls wore them with skirts.
Notice that the kneesocks were done in bold patterns and colors. We are not sure that kneesocks were done in these patterns. We see European boys wearing mostly solid-colored kneesocks. Here we do not see any solid-colored kneesocks offered. This is interesting becuse long=stockings were almost always dine in solid colors. Also note that these kneesocks are all the turn-over-top style and that the pattern on the cuff is different although coordinated with the pattern on the rest of the sock.
The Sears ad copy reads as follows:
"Fine Quality Children's Hosiery. Outstanding Values. Knee Length Hose. 3 Pairs for 69 c. Post paid. Large Patterns for Boys 86E2892. Smaller Designs for Girls or Boys 86E2898. Assorted Patterns and Colors. Sizes 7 to 10, by half sizes State sizes. We Pay the Postage.Three pairs for 69 c. That's only 23 c. a pair! And they're fine, firm quality. Good, medium weight. Made with mercerized cotton and cotton yarns. They have the new, highly elastic, ribbed top that holds the sock up smartly! [HBC note: This claim seems to be exaggerated because such knee socks were always falling down. Some mothers sewed rounds of elastic to be worn as garters to prevent the socks from collapsing around the ankles.] They come in
brand new, soft-colored patterns that are decidedly nice-looking. Heels and toes are soundly reinforced.
Unusual At This Price A special Purchase. 3 Pairs for $1.00
Post Paid. 86E2893--Assorted colors and patterns. Sizes, 7 to 10 1/2, by half sizes. State size. We bought a large quantity of these socks! Got them far below their real selling price! It may be years before we can offer another such Bargain. Made of Mercerized cotton and Cotton ingrain yarns. Good, firm substantial texture. Two-ply construction hose. Reinforced feet. We think this is the best value anywhere in children's knee length hose.
Big Favorites in Our Retail Stores. 3 Pairs for 79 c. Post
Paid. 86E2890--Assorted patterns and colors. Sizes 7 to 11, by half sizes. State size. Postpaid. Just about half what you'd ordinarily pay elsewhere! That's why these stockings are Best Sellers in our Retail stores all over the country. That's why we're offering them to our mail order customers. We think they're the best knee length hose you can get at this price! Made of Mercerized cotton and Cotton yarns. Smooth hard-twist texture holds up smartly. Brand New Patterns. Well reinforced heels and toes.
The fact that Sears in 1931 devoted an entire page to children's long stockings even in the Dpring-Winter catalog is a good indication that they were still very commonly worn. We think that this was probably more common for girls than boys, but many boys also wore them. Knickers were still very commonly worn bt boys, even younger teenagers.
Sizing was rather complicated in the 1930s. There were sizes for both hosiery and shoes and they were not related. In addition there was separate series for small and large children. No attempt was made to connect the sizes with the ages of the children. The small children hose sizes varied from 4-13 with shoe sizes 5 1/2 - 7 1/2. The large children hose sizes ranged from 1-7 with shoe sizes from 8-10. Note theshoe sizes were contiguous while the hose size were numbered separately. We are not sure about just what the age equivalents were for these different sizes. The system is different than modern sizing trends.
These knee socks come in hosiery sizes 7 to 10/11. I am assuming that the same sizes were used for both long stockings and kneesocks. The age range was slightly larger than the sizes for long stockings. The beginning size is size 7. This would mean children about 6 years old or about the time they began school. They were made in sizes up to 10/11. This would mean that they were made for older teenagers and adults.
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