Figure 1.-- At this time we only have an advertisement from the back page of an old "Donald Duck" comic book published in Sweden. The ad is from August 1969 and shows the fashion that was coming that fall! The manufacturer was Algotsīs, which was the biggest company in Sweden for childrensī clothes. |
We have very little information on Swedish catalogs and advertisements at this time. We are not sure what kind of mailorder ctalogs they had. Given the size of the country, mail order catalogs may have been limited. We suspect that there were foreign mailorder firms active, especially German companies. Hopefully our Swedish readers will provide some details.
Swedish mail order catalogs and avertisements offer nformation on specific clothing styles and garments worn over time. We are at this early stage of developing oyr catalog archive focusing primarily on the chronological pages. We will eventually list these pages in both sections. We have some catalog pages without dates which we are initially archiving here.
Swedish mail order catalogs and newspaper advertisements offer a very useful time line on changing fashion trends. I am not sure precisely when mail order catalogs first appeared in Sweden nor the companies involved. I believe that they were initially an American inovation, but we note German companies active throughout Europe at least by World War II. Tghere were of course a range of clothing advertized in Swedish publications. HBC has begun collect mail order pages nd advertisements. At this time we only have an advertisement from the back page of an old "Donald Duck" comic book published in Sweden. The ad is from August 1969 and shows the fashion that was coming that fall! The manufacturer was Algotsīs, which
was the biggest company in Sweden for childrensī clothes. They disapeared during the 1970s, when it became unprofitable to make clothes in Sweden and cheaper to import them from Korea and elsewhere! The boy with the very red jacket shows a very popular garment, even though that type of red wasnīt too popular! A reader writes, "I remember them myself - I had a similar one (I was 14 years old that summer!), but in blue! The material was some kind of synthetic fabric, almost like vinyl-coating or PVC! Since we are almost at the beginning of the 70s, boys and girls are dressed almost the same, as you can see! The word was "uni-sex fashion"! At the bottom of the ad you can also see the Royal crest, showing that
they were delivering clothes to the Royal family. At the same time, in Sweden, jeans with "bell-bottoms", were very popular (as they are today), but at that "era" the trousers had a "V", separating the lower bell-shaped part of the legs from the higher part
(around your thighs)! Actually, the V-seam was visible due to the use of cotton-thread in a contrast colour (e.g. on blue jeans, the "V" was "marked" with white cotton-thread)."
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