Advertisements for Boys Clothings: Wards Suits (Fall-Winter 1937-38)


Figure 1.-- This is one of the long pants suit outfits offerd by Wards in its 1937-38 Fall Winter catalog. It looks to have a Norfolk-styled jacket, at least the back.

This Wards page offers boys' suits. Most of the suits have long trousers, but one model has knickers. For the overcoats, notice the hats. (Wards Fall and winter, 1937, p. 196). The sizes indicate these suits are for younger boys from about 5 to 10 years. One interesting feature here is the prominence of "longies" even for very young boys. Of the suits advertised, only one has knickers. And there are no short trousers suits on this page. Considering the prominence of long stockings and garter waists featured elsewhere in the catalog, the dominance of "longies" is somewhat puzzling. But I think the same catalog has short pants outfits on a different page, so perhaps this is explainable. It is also interesting to note that some mothers at the height of the Great Depression wanted to buy outfits for boys that included everything--not only trousers and jacket but also shirts ("blouses"), neckties, and belts.

Montgomery Wards

Although the word "consumerism" has a modern ring, it was personal concern for an early consumer movement, the "National Grange of the Patrons of Husbandry," That inspired a young traveling salesman named Aaron Montgomery Ward to start the world's first general merchandise mail-order company in 1872. Aaron Montgomery Ward was born on February 17, 1844, in Chatham, New Jersey, to a family whose forebears had served as officers in the French and Indian Wars as well as in the American Revolution. Looking for something more compatible, Monty left home and followed the river to Lake Michigan and the town of St. Joseph, county seat and market for outlying fruit orchards. Chicago was the center of the wholesale dry goods trade and in the 1860s Ward joined the leading dry goods house, Field Palmer & Leiter. As a retailer, Potter Palmer had previously built a reputation for fair dealing. Ward absorbed these principles while working as a clerk for $5. The Chicago City Directories for 1868 through 1870 listed Ward as a salesman for Wills, Greg & Co. and later for Stetthauers & Wineman, both dry goods houses. In 1870, after canvassing territory in Illinois, Iowa, Missouri, Ward was again footloose. The plan shaping in Ward's mind was to buy goods at low cost for cash. By eliminating intermediaries, with their markups and commissions, and cutting selling costs to the bone, he could offer goods to people, however remote, at appealing prices - for cash. Since its founding in 1872, the company has literally "grown up with America" and has had a major impact on the shopping habits of a nation of consumers. Montgomery Ward & Co. discontinued its catalog operations in 1985 as part of its restructuring effort to change itself into a modern, competitive chain of value-driven specialty stores, a move which for a time saved the company. week.

Chronology

These garments appeared in the Wards Fall and winter, 1937 catalog on p. 196.

Jacket Styles

Here we note both single- and double-breasted jackets. Both seem to be popular styles.

Suit Pants

This Wards page offers boys' suits. Most of the suits have long trousers, but one model has knickers. One interesting feature here is the prominence of "longies" even for very young boys. Of the suits advertised, only one has knickers. And there are no short trousers suits on this page. Considering the prominence of long stockings and garter waists featured elsewhere in the catalog, the dominance of "longies" is somewhat puzzling. But I think the same catalog has short pants outfits on a different page, so perhaps this is explainable. Also this was the Fall-Winter catalog.

Sizes

The sizes indicate these suits are for younger boys from about 5 to 10 years. This would mean grade school children through about 4th grade. The long pants offerdc here are a substantiasl shift from the 1920s. The suits offered for this age group in the 12920s were mostly knicker suits and to a lesser extent short pants suits.

Purchasing Complete Outfits

It is also interesting to note that some mothers at the height of the Great Depression wanted to buy outfits for boys that included everything--not only trousers and jacket but also shirts ("blouses"), neckties, and belts.

Garments Offered

Wards offered three different suit selections on this page.

Outstanding Boys' Value

This is one of the long pants suit outfits offerd by Wards in its 1937-38 Fall Winter catalog (figure 1). It looks to have a Norfolk-styled jacket, at least the back. The Ward's ad copy read, "Outstanding Boys' Value. 5 Pieces [including long trousers, suit jacket, necktie, shirt (blouse), and belt] $3.45. Deeptone Blouse and Slacks Style Longies with Fly Front. Sturdy 2/5 Wool Cassimere Suit. Choice of Medium Blue or Brown. Deep Tone Blouse with Shirt-style Button-down collar. Smart Cotton Plaid Necktie. A complete Outfit at a low price. It will give your boy long service because of the strong, careful tailoring and the serviceable fabric. More important, it's exceptionally good-looking. Sports Coat has a yoke back with overlapping pleats and half-belt. Longies have a fly-front, adjustable side straps, finished cuffs, inside button-on curtain [for suspenders? or for buttoning to a blouse or an underwaist?). Self-belt included. Colors: Medium blue suit, dark blue blouse and red plaid tie; Brown suit, dark brown blouse with yellow and brown plaid tie. State color. Age-Sizes 4 to 10 years. State age-size. See How to determine correct age-size on Page 788. Ship. wt. 2 lbs., 4 oz. 39 C 3653--5 piece outfit $3.48."

Wards 5-piece Rugby Longie Suits

The Ward's ad copy read, "Wards 5-piece Rugby Longie Suits. $2.98. Choice of Double Breasted Models in Sturdy 1/2 Wool Cheviot. Yoke Sports Back Coat and Longies with Self Belt and Buckle. White Cotton Broadcloth Blouse. Red cotton Plaid Tie. Picture your boy in one of these neat Suits. It'll give him long wear, too, even if he's hard on his clothes because both the fabric and tailoring are strong. The Sports Coat has inverted center pleat and four pinch pleats in back. Blouse has shirt style collar. Longies have two side pockets and finished cuffs. Color: Navy Blue Cheviot suit, white shirt, plaid cotton tie. Age-sizes 4 to 10 years. State age-size. See Page 788. 39 C 3639--Single Breasted. Ship. wt. 2 lbs., 10 oz. 5 pieces $2.98. 39 C 3624--Double Breasted. Ship. wt. 2 lbs., 14 oz. 5 pieces. $2.98."

Sturdy Blue Cheviot Suits

The Ward's ad copy read, "Sturdy Blue Cheviot Suits Tailored with Lined Cotton. Choice of Knicker Suit or Longie Suit. $3.98. Both models have Sports Back Coat with yoke. Knickers and Longies have self belt, buckle. Tailored from a sturdy half wool cheviot. Boys will like these suits because they're stylish. Mothers will like them because they're so reasonable, considering the quality of the tailoring. The Sports back coats have center inverted pleats, and the knickers have snug knit cuffs. Three pockets. All have fly front, finished cuffs, inside buttons (for suspenders? for buttoning to a blouse? for attaching to an underwaist?). The coat and knickers are fully lined. Color: Navy Blue. Age-sizes 4 to 10 years. See How to Determine Correct Age-size on page 788. 39 C 3509--3 Piece Knicker Suit. 39 C 3579 3-Piece Longie Suit. $3.98."







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Created: 8:12 PM 7/8/2006
Last updated: 8:12 PM 7/8/2006