Sears in this advertisement for long sockings showed a boy in play clothes. It is a little incongrous as the short sleeve "T" shirt and short pants suggest warm weather and the long stockings cold weather. This advertisement for long stockings appeared in the Sears Fall and Winter 1942-43 catalog and was reprinted in the 1943 Spring-Summer catalog in a slightly different format. The early 40s was the last time long stockings were widely advertised in America although they were still included in the catalogs through the late 1940s. Both garments were rapidly going out of fashion in 1943. Selection of a boy model shows that Sears was still pitching long stockings for boys. The only long stockings we notice to any extent by 1945 were those worn by small boys and to a greater extent girls. We believe that they were worn in thelate 1940s by children in the northern states as part f winterwear. We know girls wore them, we are less sure about boys as they were mostly wearing long pants.
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 te 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.
We notice ads in Sears for long stockings throughout the 1940s. The image here of the boy playing with the airplane and wearing long stockings with shorts and a striped tee shirt appeared first in the Fall and Winter Sears catalog of 1942-43, p. 282C . By the way, the Fall-Winter catalog shows a great many boys wearing short pants with socks and stockings of all lengths even for the chilly season. We are not sure how this reflects what boys were actually wearing. The image here was then reprinted in the Spring and Summer
1943 catalog, p. 132.
We are not sure to what extent that long stockings were worn by boys in the early 1940s. Sears in this advertisement for long sockings showed a boy in play clothes. It is a little incongrous as the short sleeve "T" shirt and short pants suggest warm weather and the long stockings cold weather. This advertisement for long stockings appeared in the Sears Fall and Winter 1942-43 catalog and was reprinted in the 1943 Spring-Summer catalog. THe early 40s was the last time long stockings were widely advertised in America although they were still included in the catalogs through the late 1940s. Both garments were rapidly going out of fashion in 1943. Selection of a boy model shows that Sears was still pitching long stockings for boys. The Sears catalog ads for long stockings in the
1942-43 and 1943-44 catalogs offer long stockings for boys and girls in no
fewer than six different grades with varying prices. The extent of the
choices on offer would seem to be good evidence for the popularity of long
stockings during this period. But tastes changed very quickly. By 1946-47
almost no choice was available. The only long stockings we notice to any extent in the photographic redord by 1943 were those worn by small boys and to a greater extent girls. We believe that they were worn in the late 1940s by children in the northern states as part f winterwear. We know girls wore them, we are less sure about boys as they were mostly wearing long pants. Sears commonly shows boys wearing long stockings with short pants, as with the image here (figure 1). I do not think that this is a good reflection of boys clothing conventions. Rather it was the only way that Sears could use boy models. If the boys wore long pants you could not see the stockings.
Sears offered both long stockings and anklets in their Fall and Winter Catalog 1942-43 (p. 282C). We are not sure just why anklets were combined with long stockings especially in the Fall/winter catalog, or for that matter why not ankle socks or kneesocks.
Pilgrim was Sear's store brand of hosiery. These were their highest quality long stockings. The ad copy read, "Children's full-length stockings Pilgrim Quality, Our Own Trade Mark
Good ... They're backed by a 30-year record of good service to millions of children.--Neater fit . . . because legs are finely ribbed knit of better yarns for plenty of elasticity.
--More comfort . . . because the feet are smoothly flat knit and seamless. --Less knee strain . . . because these stockings are knit longer than average . . . there's more "give."
--No weak spots . . . because the toes and heels are reinforced for extra long wear."
The ad copy read, "A real low price for combed cotton. Sturdy cotton reinforced heels and toes. 25 c. Pair, 4 prs., 95 c.
Only long fibered yarn in these stockings . . . so they'll give good service. Sturdy cotton reinforcements in heels and toes, too. This is truly a low price for stockings of combed cotton. Shipping weight, pair, 3 ounces. Colors: browntone, dark tan, medium tan. Sizes: 6, 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2, 10. State stize and color wanted on your order. 86 D 2613 Pair 25 c., 4 pairs 95 c."
The ad copy read, "Rayon outside . . . cotton inside. Smooth, silk-like luster, soft and comfortable. 35 c. Pair, 3 Pairs $1.00.
Most youngsters like the lustrous sheen of the rayon. Soft coffon inside adds comfort and extra strength. Extra strong heels and toes are firmly knit of 2-play mercerized cotton for longer wear. Shipping weight, pair, 3 ounces. Colors: beige (light), medium tan, white. Sizes 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2, 10. Size scale on opposite page. State size and color wanted. 86 D 2635 Pair, 35 c., 3 Pairs $1.00
We are not sure why the anklets were included on the long stocking page. Anklets are a little differentvthan ankle socks. Abklets just extend a little over the ankles while ankle socks when pulled up may reach the calf. When I was growing up in the 1950s, anklets were seen as a girls' sock. Here there is no indication of gender, but we notice one of the color choices was pink.
The ad copy read, "Plain Anklets 16 c., 3 Prs. 45 c.
Neat . . . long wearing mercerized cotton. Just the right anklets for good, practical day-after-day service . . . because they are made of longer-wearing mercerized cotton yarns. Snugly ribbed, turn-down cuffs; reinforced heels and toes. Shipping weight, pair, 3 oz. Colors: blue, red, yellow, white. Sizes 7, 8, 9, 10. State size and color wanted.86 D 2513 Pair 16 c., 3 Prs. 45 c."
The ad coopy read, "Fine gauge rayon and soft cotton 19 c. Pr., 3 Prs. 55 c. It's the rayon that gives the silk-like sparkle . . . highlights the handsome colors. Both rayon and cotton make them comfortable on your feet too. Ribbed cuffs. Reinforced heels, toes. Shpg. wt., pr., 2 oz. Colors: heather pink, blue, tan, white. Sizes 7 1/2, 8, 8 1/2, 9, 9 1/2, 10, 10 1/2. State size and color.
86 D 2577 Pair 19 c., 3 prs. 55 c.
Sears also offered less exopensive long stockings for everyday wear.
The ad copy read, ""Everydays" [Full Length Stockings] For boys and girls. Fine ribbed (Elastic-in-the-top); Wide ribbed.
Narrow ribbed "Everydays". All good quality cotton 16 c. Pr., 3 Prs. 45 c. Sturdy cotton yarns are used from top to toe . . .sturdy reinforcements knit in heels and toes to take the hard wear of busy youngsters. Comfortable flat knit feet . . .and fine ribbed legs. This is truly a low price for these practical long-wearing stockings. Shipping weight, pair, 3 ounces.Colors: browntone or medium tan. Sizes: 6, 7, 8, 9, 10. See Size scale on opposite page. State size and color wanted. 86 D 2586 Pair 16 c., 3 Prs. 45 c."
Wide ribbed "Everydays" All good quality cotton. 19 c. Pr., 3 Prs. 55 c. Always a "lot for the money" value . . . thousands of mothers choose these "everydays" when they want a better quality school-or-play stocking at a low price. Legs are ribbed all the way down to the toes for neat fit and appearance; flat knit feet assure foot comfort. Shipping wt., pair, 3 oz. Colors: tan, brown. Sizes: 6, 7, 8, 9, 10. See Size scale on opposite page. State size and color wanted on order. 86 D 4509 ... Pair 19 c., 3 Pairs 55 c.
Figure 1.--Many catalogs had sizing charts. This one was included in the Sears Fall-Winter 1942-43 catalog. |
We were at first confused about the sizing in the catalog pages for long stockings and other hosiery. We at first thought the sizes referred to the child's age. We now know that this was not the case. The sizes of the stockings are correlated to the sizes of the childrens' shoes. On a different stocking page. Some catalogs had tables keying the stocking sizes to shoe sizes. And the
sizing is further complicated because the size range for younger childrens' shoes is a different scale from that used for older childrens' shoes. According to this chart the larger size stockings (9, 9 1/2, and 10) would probably fit children from about 11 or 12 years to about 14 or even 15 years. A rerader writes, "Size 10, usually the largest size available, would generally fit a boy of about 14 years."
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