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We note an interesting page from a catalogue published by Frederick Gorringe, Ltd. a rather upperclass emporium of children's clothes in London. It had the fashionable West End address of Buckingham Palace Road in S.W. 1, a high rent district even in 1918. The store sold clothes for both boys and girls. All the children depicted here are quite young, probably no older than 6 or 7.
The clothes offered are for upperclass children who would be able to play games such as tennis and golf and would probably have access to their parents' country houses as well as town houses in London. The prices are very upscale for 1918.
We note an interesting page from a catalogue published by Frederick Gorringe, Ltd. a rather upperclass emporium of children's clothes in London. It had the fashionable West End address of Buckingham Palace Road in S.W. 1, a high rent district even in 1918. The store sold clothes for both boys and girls.
We do not know in what publication this ad appeared.
All the children depicted for the outfits here are quite young, probably no older than 6 or 7 years, although there is only limited ad copy providing details about the various garments. We suspect that children, especially the boys, wore before going off to their preparatory boardiong schools at about age 8 years.
The clothes offered are for upperclass children who would be able to play games such as tennis and golf and would probably have access to their parents' country houses as well as town houses in London. The prices are very upscale for 1918.
Here we see several garments for younger children offered in 1918. The slogan at the bottom reads: "We make a study of everything for Boys and Girls."
The ad copy read, "Artifical Silk Golf Coats for Children. Ideal for summer. Prices 18 shillings, 9 pence to 35 shillings according to size. Caps to match. 4 shillings, 11 pence. Colors: Saxe. Rose, Champagne, White."
The ad copy read, "Child's Woollen Teddy Bear Suits. Colours: Camel, Sky, Amethyst, Emerald, White. For Children's ages 2 to 6. Price: 26 shillings, 9 pence, to 32 shillings and 6 pence." [These suits may be appropriate for both boys and girls although the advertisement is not very clear about gender. Notice
colors such as Amethyst (a pale shade of purple). The boy in the
illustration, however, seems to be wearing a dark overcoat and matching hat. He wears long black stockings and low-cut shoes. We can't see what his suit looks like under the overcoat, but he is obviously wearing short trousers.]
The ad copy read, "Child's Shetland Jersey Coat, delightefully soft and warm, in dainty colourings. Prices 21 shillings and 9 pence, to 30 shillings. [This coat is designed like a longish cardigan sweater and made of Shetland wool. It seems to be exclusively for girls.]
The ad copy read, "Warwickshire Home-knit "Sylko" Jerseys in many colourings. 12 shillings, 6 pence to 18 shillings, 9 pence. Stockings [i.e., knee socks] to match, 6 shillings, 6 pence. [This is a fashionable knit suit worn only by wealthy children. It consists of a sweater-like jersey or pullover with a striped pattern at the neck and matching form-fitting knitted short pants.
The knee socks (with stripes around the top) match the suit. Notice the buckled shoes--a very "snooty" or carriage trade style.]
The ad copy read, "Sylko" Jersey Suits, White with coloured lines at neck and cuffs. 25 Shillings to 35 shillings a suit. Notice the knee socks that match the kniited shorts, and the plimsoles (the British term for canvas shoes or what Americans would call "tennis shoes").
I'm not sure what Sylko was. I think it was the material used to knit the garments, probably a blended material. I'm unsure what the material was.
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