Figure 1.-- Here are the three winter coats offered by Jelmoli in its 1947 Winter catalog. There were two syles. The yonger boys are shown wearing a double-breasted coat. Also note the berets. The older boy wears what looks like a Brirish-style gabrdine overcoat. Notice the flat cap. |
Jelmoli offered two types of boys' coats in 1947. There were two types of winter coats as well as capes. There were double breasted coats for younger boys and what looks like a British gabardine overcoats for a somewhat older boys. The two double-breasted coats are styled very similarly. The coat for the older boy has destinctive styling.
We note a catalog form the Grand magasins Jelmoli. Grand magasins Jelmoli has for many years been the flagship department store chain of Switzerland. Johann Peter Jelmoli-Ciolina founded founded the store in 1838 by . Ciolina must have been the maiden name of his wife. He was from the Swiss-italian section of Switerland. The company has always been headquartered in Zurich where the flag-ship department store was opened. It opened branches throughout Switrzerland, but a few years back it sold or closed all its branches and only kept the large store in Zurich. I would say it was always an "up-scale" department store. The catalog-department was a very small part of their operations and the catalogs carried a very small amount of merchandise, compared to what was available in their stores. The catalog-department was added in 1899.
Jelmoli offered two types of boys' coats in 1947. There were two types of winter coats as well as capes. There were double breasted coats for younger boys and what looks like a British gabardine overcoats for a somewhat older boys. The two double-breasted coats are styled very similarly. The coat for the older boy has destinctive styling. The heading for the page read, "Angebote, von denen amn gerne prfitiert."
Here we have a double-breasted coat for a younger boy. This version has slash pockets. The ad copy read, "Warmer Knaben-Mantel, in neuer Form mit Rueckengurt, ganz gefuettert, aus praktischem, braunen oder grauen Wollflausch, No. 5012,024
3 Jahre Fr. 43.00, 4 Jahre Fr. 46.00, 5 Jahre 49.00, 6 Jahre 52.00, Auswahl."
This is another double-breasted coat, styles very much like the previous item. One difference is flap rather than slash pockets. The two double-breasted coats are made in the same size, but this one looks to be cut slightly longer. The ad copy read, "Pyjack, der elegante Knaben-Mantel aus dunkelblauem Melton, ganz gefuettert, mit Goldknoepfen und Rueckengurt. No. 5012,025. fuer 3 Jahre 46.00, 4 Jahere 49.00, 5 Jahre 52.00, 6 Jahre 55.00, Auswahl."
This coat for an older boy looks like a British-style gabardine raincoat, also done in the double-breasted style. This style has an added belt. It was made in sizes up to 14 years of age.The ad copy read, "Moderner Knabenulster in schneidiger Form mit Rueckengurt, ganz gefuettert, aus erstklassischemWollstoff mit Fischgrat-Musterung, grau oder braun. No 5012,026 Fuer 6 Jahre Fr. 59.00, 7 Jahre Fr. 62.00, 8 Jahre Fr. 65.00, 9 Jahre Fr. 68.00, 1o Jahre Fr. 71.00,11 Jahre Fr. 74.00, 12 Jahre Fr. 77.00, 13 Jahre Fr. 81.00, 14 Jahre Fr. 85.00."
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