Figure 1.--Sears in its 1973 Summer catalog offered short pants and shortalls for boy and girl toddlers. I don't think girls, however, commonly wore shortalls, it was more seen as a style for bots. There were romper-style bubble style outfits for girls. The clothes were done in bright colors designed to appeal to younger children. These outfits were done in both infant and toddler sizes. The toddler sizes went up to age 4. |
Sears in its 1973 Summer catalog offered short pants and shortalls for boy and girl toddlers. I don't think girls, however, commonly wore shortalls, it was more seen as a style for bots. There were romper-style bubble style outfits for girls. The clothes were done in bright colors designed to appeal to younger children. These outfits were done in both infant and toddler sizes. The toddler sizes went up to age 4.
Sears was the leading American chain department store in 1973. They also operated the latrgest mail order catalog. Sears dominance in American retailing was in the 1970s declining. The increasing popularity of malls an botique shops was a major factor.
Sears in its 1973 Summer catalog offered short pants and shortalls for boy and girl toddlers. I don't think girls, however, commonly wore shortalls, it was more seen as a style for bots. There were romper-style bubble style outfits for girls. The clothes were done in bright colors designed to appeal to younger children. These outfits were done in both infant and toddler sizes. The toddler sizes went up to age 4.
In France these romper style garments were traditionally boys' styles. In America in the 1970s they were seen as a girl's style. The Sears ad copy read, "PERMA-PREST® girls' Bubble Sunsuits, Colorful sunsuits of woven polyester and cotton. Button shoulder closure and snap crotch for easier dressing. Elasticized leg openings. 2 sunsuits in package: 1 pink, 1 yellow. Easy care, too. Machine wash, warm, tumble dry for no ironing." They were done in infant and toddler (2-4) sizes. They cost $3.96.
The shorts sets were presented as apptopriate for both boys and girls. Note that dressing girls in boys outfits is seen as appropriate, but not the reverse. The Sears ad copy read, "Boys' and girls' Shorts Sets. Cotton knit shirts. Shorts of woven polyester and cotton have all around elastic waist for good fit. 2 shorts sets in package: 1 patterened yellow top with solid yellow shorts, 1 patterened blue top with solid blue shorts. Machine wash, warm, tumble dry, little or no ironing." They were done in infant and toddler (2-4) sizes. They cost $3.96. The infant sizes had shirts with snap shoulders.
Shortalls were primarily a boys' style. Here Sears presents thems as apptopriate for both boys and girls. The Sears ad copy read, "PERMA-PREST® boys' and girls' Shortalls of woven polyester and cotton have button shoulders and decorative side tabs. 2 shortalls in package: 1 red, white, navy, yellow stripe; 1 lt. blue, white, and gold stripe. Machine wash, warm temperature, tumble dry for no ironing ever." They were done in infant and toddler (2-4) sizes. They cost $3.96.
The bubble or romper styling was seen as a girls style. The Sears ad copy read, "PERMA-PREST® girls' Sunsuit Sets of woven polyester and cotton have cris-crossed back straps that button on the shoulders. Bloomers of matching print or coordinating color have elastic waist, legs. 2 sunsuits in package: 1 doll print, pink, yellow on white with yellow trim; 1 bakery print, red, green, and gold on navy with yellow trim. easy care, too. Just machine wash, warm, tumble dry .. no ironing." They were done in infant and toddler (2-4) sizes. They cost $3.96.
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