Sears Gater Waists and Garters (Spring 1950)


Figure 1.--Long stockings by 1950 had largely gone out of fashion. We do note one small ad in the Sears Spring 1950 caalog for stocking supporters. Sears introduced a new style of garter waist in 1950 and the ad was modeled by a boy. As far as I am aware, this style was advertised only once by Sears, and, rather curiously, in a Spring catalog when one would imagine it would have less appeal since long stockings were not much worn in the warmer months this late in the chronology of long stockings.

Long stockings by 1950 had largely gone out of fashion. We do note one small ad in the Sears Spring 1950 caalog for stocking supporters. Sears introduced a new style of garter waist in 1950 and the ad was modeled by a boy. As far as I am aware, this style was advertised only once by Sears, and, rather curiously, in a Spring catalog when one would imagine it would have less appeal since long stockings were not much worn in the warmer months this late in the chronology of long stockings. This is the last time that we observe a boy model, although texts of the few ads later than 1950 continued to specify that garter waists were for both "boys and girls."

Sears

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.

Garter Waists


New Style

Sears introduced a new style of garter waist in 1950 and it was modeled by a boy. As far as I am aware, this style was advertised only once by Sears, and, rather curiously, in a Spring catalog when one would imagine it would have less appeal since long stockings were not much worn in the warmer months this late in the chronology of long stockings. This is the last time that we observe a boy model, although texts of the few ads later than 1950 continued to specify that garter waists were for both "boys and girls."

Styles of Garter Waists and Garters

Sears offered three types of garter wasts in the Spring 1950 catalog.

P. Children's New Shoulder Garters

THis was the new style of garter waist. The Sears ad copy read, "P. Children's New Shoulder Garters. 3/4-inch wide honeycomb elastic (rayon covered). Adjustable garters. Easy to put on . . . slip over head. Criss-crossed in back. Won't slide down over shoulders. For boys and girls. Color white. Please state size. 25 D 3819 -- Shipping weight 4 oz. Each, 49 cents. Size 2-4, Height 34-40 inches, 28-37 lbs. Size 5-7, Height 41-48 inches, 38-53 lbs. Size 8-10, Height 49-55 inches, 54-71 lbs." This garter waist has no waist band so that the four individual hose supporters are suspended entirely from the shoulders. The construction is wholly elastic. It crosses in back like adult suspenders and has a cross-piece at waist level to keep the straps from slipping off the shoulders. The upper age-limit is 10 years. The boy in the illustration seems to be about 9 or 10. Notice that he wears a summer-style union suit underneath the garter waist-a sleeveless union suit with short legs.

R. Children's De Luxe Garter Waist

The Sears ad copy read, "R. Children's De Luxe Garter Waist. For boys and girls. Fine quality, white honeycomb rayon elastic. 3/4 inch wide. Adjustable shoulder straps and garters. Adjustable hook and eye and elastic closure at waistband. Please state size. 25 D 3866 -- Shipping weight 4 oz. Each 89 cents." Sizes, heights, and weight of child the same as for the garter waist above. This garter waist is also entirely of elastic construction. It apparently has four garters, two in front and two in back, although we are given no back view.

S. Child's Pin-on Side Garters

The Sears ad copy read, "S. Child's Pin-on Side Garters. 3/4-inch width. Elastic top. 5/8-inch tapes. Adjustable . . . pins for attaching. State overall length 5 1/2 inch, 7 inch, or 8 1/2 inch. White. 25 D 3851 -- Shipping weight 2 oz. 2 pairs (4) 38 cents." These are the traditional Y-shaped hose supporters with rubber button and metal loop clasps for the stockings. They attach to tape loops or metal pinning tubes on an underwaist or waist union suit by means of the safety pins at the top. Only the adjustable top part is elastic. The two pendants with the clasps are of non-elastic tape for greater durability. Note that these supporters are only offered in white. Up until about 1943 supporters were usually available in either black or white. The three sizes seem to be designed for children between the ages of 2 and 10.






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Created: 7:36 AM 8/31/2005
Last updated: 7:36 AM 8/31/2005