Figure 1.--Retail stores commonly used newspapers to advertise their offereings. This continues to be the case today. An interesting 1918 advertisement was the "Pueblo Chieftan" newspaper, Pueblo, Colorado (April 25, 1918), page 5. The store advertising these closthes in the Colorado newspaper was the Crews Beggs Company of Pueblo. We know nothing about the store. The drawing shows a boy about 8 years old wearing a hat, a Norfolk-styled wash suit with matching pants, high shoes, and ankle socks.

Retail stores commonly used newspapers to advertise their offereings. This continues to be the case today. An interesting 1918 advertisement was the Pueblo Chieftan newspaper, Pueblo, Colorado (April 25, 1918), page 5. The store advertising these closthes in the Colorado newspaper was the Crews Beggs Company of Pueblo. We know nothing about the store. The drawing shows a boy about 8 years old wearing a hat, a Norfolk-styled wash suit with matching pants, high shoes, and ankle socks. Older boys typically wore long stockings with proper Norfolk suits, but these are less expensive wash suits for younger boys. The advertisement of these items in late April suggests the Easter season and parents shopping for summer clothes for their sons.

Newspapers

Retail stores commonly used newspapers to advertise their offereings. This continues to be the case today. Newspapers were one of the principal advertising mediao market clothes. This and the mass market catalogse the two principal ways of adverising. This of course leaves an infirmative record, although the newspper ads, unlike the caralogs, are difficult for reserchers to access. An interesting 1918 advertisement was the Pueblo Chieftan newspaper, Pueblo, Colorado (April 25, 1918), page 5.

Store

The store advertising these closthes in the Colorado newspaper was the Crews Beggs Company of Pueblo. We know nothing about the store.

Items Offered

The drawing shows a boy about 8 years old wearing a hat, a Norfolk-styled wash suit with matching pants, high shoes, and ankle socks. Older boys typically wore long stockings with proper Norfolk suits, but these are less expensive wash suits for younger boys. The advertisement of these items in late April suggests the Easter season and parents shopping for summer clothes for their sons.

Boys' Stonewall Wash Suits: 89 cents

We are not sure what Stonewall meant. Perhaps it is is a manufacturer. The copy from the atore advertisement read, "Cute models in non-fading matrials are always found in "Stonewall" Wash Suits. And at the price they are offered you can always dress your boy cheaper, almost one-half less than in overalls, and he will always be "dressed up"--light and dark material in Middy or Jr. Belted Norfolk models, ages 2 to 8. 89 cents." A reader writes, "It looks to me as though the boy in the Stonewall suit ad. is wearing what I have seen called "straight pants" in other catalogs of about the same period--shorts by another name." HBC not sure if the boy is wearing knee pants or knickers, but would guess they are like the bloomer knickers worn with tunic suits. Wash suits meant that they were fabrics that mothers could easily wash. And laundry was a major concern for mothers at the time.

Boys' Khaki Blouses: 75 cents

The copy from the atore advertisement read, "Everything is "MILITARY" these days and especially with the boys--why not please them--buy Khaki Blouses that will "NOT FADE". They are excellent for school or every-day wear. All ages at each, 75 cents." America entered Wirld War I in 1917 and at the time this ad was placed, American units were preparing to go into combsat for the first time. Thus pants like the soldierts were wearing were apparently a fashion hit, rather like camafoge pants during the Gulf War.

Boys' Military Hats: $1.39

The copy from the store advertisement read, "The most popular hat with boys of all ages today--olive drab color, peak crown, chin string, and vents in each dent: regular army style. Sizes 6 1/2 to 7 1/2 at $$1.39." The hats were similar to Boy Scout hats at the time.

Boys' Military Pants: $1.75

The copy from the store advertisement read, "Real military cut khaki pants for boys, full peg. They lace below the knee--inexpensive but long wearing--for school or vacation wear--any size, pair $1.75."

Boys' All-Wool Worsted Knickers: $2.50

Most boys wore knickers in the 1910s. The copy from the store advertisement read, "If you want your boy to look "HIS BEST" this summer buy him a pair of these truly high grade, all wool worsted knickerbockers, any shade of gray, light dark or medium dark, also browns, in fancy stripes and check patterns--exclusive, yes: all ages, $2.50.

Boys' Underwear

The copy from the store advertisement read, "The coolest summer unions [i.e., union suits] for boys--only the best nainsook used in their making; garter loops [for attaching hose supporters] and buttons [i.e., all the features of an underwaist]; easily washed and are just "like Dads"--no sleeves, knee length, any age, suit 65 cents."

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Created: 1:03 AM 6/13/2009
Last updated: 7:38 PM 3/3/2015