Figure 1.--Here is the children's shoe page from the 1923 Montgomery Ward catalog, page 213. This is an interesting page because it offers a wide range of styles. We note both high-top and low-cut shoes. Some ofthe styles will look old fashioned to the modern reader, such as ankle trap shoes and high-top Butcher shoes. while others such as the low-cut shoes and sandals wlll look suprisingly modern. |
Here is the children's shoe page from the 1923 Montgomery Ward catalog, page 213. This is an interesting page because it offers a wide range of styles. We note both high-top and low-cut shoes. Some ofthe styles will look old fashioned to the modern reader, such as ankle trap shoes and high-top Butcher shoes. while others such as the low-cut shoes and sandals wlll look suprisingly modern. Several of the low-cut shoes were for girls. We note both high-top and low-cut shoes. Thwere are also several styles of closed-toe sandals, suggesting that they were very popular. There were also a range of shoes for toddlers.
Here is the children's shoe page from the 1923 Montgomery Ward catalog, page 213.Although the word "consumerism" has a modern ring, it was personal concern for an early consumer movement, the "National Grange of the Patrons of Husbandry,"
That inspired a young traveling salesman named Aaron Montgomery Ward to start the world's first general merchandise mail-order company in 1872.
Montgomery Ward stresses that their shoes prevent foot trouble. The caption reads, "Foot shape: A Place for every toe". The ad copy reads, "Most foot trouble starts in childhood and result from incorrect shoes. Every shoe on this page is made over a shape which is the exact outline of a child's foot before being cramped by ill fitting shoes. There is ample room for every toe, bone and muscle. Often the foot troubles of grown ups can be traced back to childhood. The sure way to protect your child's feet is to fit them with Montgomery Ward & Co,'s Foot-Shaped Shoes."
This is an interesting page because it offers a wide range of styles. We note both high-top and low-cut shoes. Some ofthe styles will look old fashioned to the modern reader, such as ankle trap shoes and high-top Butcher shoes. while others such as the low-cut shoes and sandals wlll look suprisingly modern. Several of the low-cut shoes were for girls. We note both high-top and low-cut shoes. Thwere are also several styles of closed-toe sandals, suggesting that they were very popular. There were also a range of shoes for toddlers. Listing the various styles here is a bit complicated because many of the various styles have no clearly detailed caption.
This is the casual, play double-bar style. The ad copy read, "shoes. The ad copy read, "Solid Leather. For the Entire Family. Because quality means so much to you, we consider it first -- just as we did in this solid leather Barefoot Sandal . Heavy stitchdown leather soles. State size wanted. For Men sizes 6 to 11 $2.19 For Women and Boys sizes 2 1/8 to 8 1.59
For Children sizes 11 1/1 to 2 1.19
For Children sizes 8 1/2 to 11 1.10
For Children sizes 3 to 8 .98
Postage 8 cents extra"
This is the first Also, first appearance of a reverse "saddle" type, whose ad reads, "A smart oxford children are sure to like. Fine brown side leather with smoked elk leather trimming. Strong stitchdown leather soles". Sizes 8 1/2 to 13 1/2 $1.69, and 6 to 8 $1.39."
There were several different types of one-bar strap shoes. They all look like dress shoes. The single bar strap shoes on this children's page, and also in the section for women, are called "slippers", not sandals or Mary Janes. The two bar t-strap style ( fancier version) in the women's section are referred to as "Sally" Slippers. I don't know who Sally was, but this is the only year I've seen this reference. Does anyone have any idea who Sally might have been? Too early for Dick, Jane, and Sally, I think.
This is an early appearance of a single-bar "t" strap shoe. It is the earliest so far I have noticed this style in an American catalog. In this case it is a casual sandal, not a dress shoe. This style of course becme popular in Britain as a school sandal. The ad of which reads, "Cool, comfortable feet for the little tot on hot summer days. Soft elk leather. Flexible stitchdown leather soles. Sizes: 1-5" (black and brown-- brown costs 2 cents more ??)."
Ward calls this shoe a sandal because of the straps, not because it was a leisure shoe. We note these multiple strap shoes in the late 19th century. They were less common in the 1920s.
The Tiny Step line includes Butcher high-tops.
HBC would like to load the ad copy for all these different styles. This is, however, an exceeding time intensive undertaking. Are any HBC readers interested in assisting with this undertaking.
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