Long Stockings: Sears Catalog (Spring 1944)


Figure 1.-- We note an ad in the Sears catalog (Spring 1944) for long stockings. The model is obviously a boy wearing dark brown short pants with very light tan cotton stockings. The Sears catalogs were primarily done in blacl and white with a few color pages for items which the company wanted to feature. The color presentation is a rare degree of promiance for long stockings, very unusual by 1944.

Most of our information on 1944 commerrcial fashions comes from the major national catalogs which continued to be published, but consumer items were significantly limited. Long stockings had significantly declined in popularity, but we still see some offerings in the big catalogs. We even see a Sears adverisement in color for 'longies', a term more commonly used for long pants. We note an ad in the Sears catalog (Spring 1944) for long stockings. The model is obviously a boy wearing dark brown short pants with very light tan cotton stockings. The ad copy read, "Pilgrim cotton 'longies' for children. Sturdy cotton "Everydays." Ribbed legs; flat knit feet. Shpg wt., pair, 3 oz. Colors: Tan or brown. State size and color. 86 H 4509 Sizes: 6, 7, 8, 9, 10. Pair, 24 cents. 3 pairs, 70 cents. Better, combed cotton Stockings. Softer, smoother, stronger. Finely ribbed. Reinforced. Seamless. Shpg. wt., pair, 3 oz. Colors: medium tan, dark tan or brownstone. State size, color 86 H 2613 Sizes 6, 6 1/2, 8, 8 1/2, 9, 9 1/2, 10. pair 31 cents. 4 pairs $1.19." Pilgrim was Sears store brand of hosiery. The Sears catalogs were primarily done in blacl and white with a few color pages for items which the company wanted to feature. The color presentation is a rare degree of promiance for long stockings, very unusual by 1944. Of course the long stockings item was just onepart of the page.









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Created: 9:56 PM 10/2/2012
Last updated: 9:56 PM 10/2/2012