Figure 1.--A 1923 Wards mail order catalog shows the varied styles of hosiery available for boys and girls in 1923. The page from the summer catalog was entiled, "Well wearing hose for roming children". The illustrations show boys wearing both kneesocks and long stockings with above the knee knickers. |
A 1923 Wards mail order catalog shows the varied styles of hosiery available for boys and girls in 1923. The page from the summer catalog was entiled, "Well wearing hose for roming children". The illustrations show boys wearing both kneesocks and long stockings with anove the knee knickers. Wearing kneesocks with above the knee knickers was only in fashion for a few years. Much but not all of the hosiery offered for sale was the same for both boys and girls.
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.
The terms for the different kinds of hosiery was not always consistent throughout the industry. Long over-the-knee stockings are just referred to as stockings as if the long length was the normal length. Knee socks, in contrast, are referred to as "childrens 3/4 hose".
The page from the summer catalog was entiled, "Well wearing hose for roming children". Other comments included in a shield device: "Size of stocking is length of foot in inches. Be sure to order size large enough." "Mothers Will Appreciate These splendid Values in Hose for School Boys." [HBC note: This is an interesting note. It goes without saying that mothers were responsible for ordering the children's hosiery. This continues to be the case today. But what is interesting is that Ward's stresses the value for school boys. We wonder why the value forvschool boys is worth noting and nothing is said about school girls.] "Children's Hose Shown in Colors on Page 105." [HBC note: The Eards catalog in 1923 was printed mostly in black and white, but there were a few color pages.]
As this was the summer catalog, all the hosiery shown is cotton.
Wards offered quite a wide range of long stockings. Most of the hosiery offered was long stockings. There were also a few styles of kneesocks. Note that there are no ankle socks included in the various offerings. Here we discuss each type in the same order as in the attached illustration, from top to bottom moving left to right across the page, except for the kneesocks which are listed separately.
Most of the children's hosiery offered by Wards were long stockings. There was quite a frange of different materials and colors.
Here the headuing shows that English garments had a cache of quality. They are shown at the upper left (figure 1). These stockings have very heavy, pronounced vertical ribs. They were for both boys and girls. The ad copy reads, "Children's stockings with the durability which these possess help materially to slove the problem every mother faces--that of keeping the active boy and girl in whole stoickings without spending loing hours darning. [HBC note: Note that mothers still darned socks in the 1920s.] These are heavy weight stockings for either boys or girls. Made from fine coopy mercerized cotton, they are very durable. The legs are knitted in the elastic English Derby rib. Heavy enough fot outdoor wear, yet fine and smooth. A very good value in all respects. Sizes 6 to 11. State size wanted. 30 D 224--Black. 30 D 225--Brown. Per pair 50c. Postage, per pair. 1c extra."
The ad copy read, "It will be an act of wisdom and economy for every mother of school boys and girls to order enough of these sturdy Hose. They last the season through. Two threads are knitted together to make the fabric extra strong. Their medium heavy weight makes them an excellent stocking for spring and summer wear. There are no seasons in these hose, only smooth soft surfaces which leave the active little feet perfectly comfortable. Heels and toes are well reinforced. The legs are ribbed and very elastic, easily drawn on and off. Our exceptionally low price makes these one of the best values you can find anywhere. Sizes 5 1/2 to 9 1/2. State size wanted. 30 D 248. Black only. Per pair 19c. Postage per pair 1c extra."
The ad copy read, "The average growing boy doesn't stop to think about his Stockings when he is playing. You'll save darning if you buy these strong cotton stockings for boys. He can't wear them out at the knees for they are heavy and sturdy enough to stand all kinds of rough wear. The ankles and feet are of two-thread construction. Firm, well reinforced heels and toes. The legs are knitted in medium ribs. State size wanted. 30 D 219. Black only. Sizes 6 to 10. 3 pairs $1.00. Sizes 10 1/2 and 11 $1.25. Postage 3 pairs: 2c extra."
The ad copy read, "Ward's special Stockings for school girls. They are somewhat heavier than the usual stocking, very strong and wear resisting, yet glossy enough for dress wear. An extra thread knitted into the knee strengthens them at a point which gets maximum hard wear and strain. The satisfaction of the excellent [?] quality of cotton, soft and smooth, yet formfitting, a very strong fabric with exceptional wearing quality. The low price means economy. Sizes 6 to 10. State size wanted. 30 D 235. Black only. 3 pairs, $1.00. Postage, 3 pairs, 2c extra."
The ad copy read, "Very popular Stockings for children because of the fine, soft and elastic fabric. An exceptionally good quality of combed cotton is used. The feet are flat knit and smooth. Heels and toes are reinforced. Sizes 5 1/2 to 9 1/2. State size wanted. 30 D 229 Dark Brown. 30 D 230 Black. 30 D 231 White. Per pair 23c. Postage, per pair, 1c extra."
The ad copy read, "A girl's stocking for dress wear, fine ribbed, very elastic, made of fine quality mercerized cotton yarn of great luster. Combines durability with fine appearance. Reinforced at heels and toes. Priced low. Sizes 5 1/2 to 9 1/2. State size wanted. 30 D 238 Black. 30 D 239 Brown. 30 D 240 White. Per pair 35c. Postage, per pair, 1c extra."
The ad copy read, "It is not a particularly easy task to find stockings for the romping, active boy that will stand the continued strain and rough usage to which he subjects them. For that reality mothers appreciate the unusually fine quality of these heavy weight stockings made of strong cotton, knitted in a fine elastic rib. They are seamless and the feet smoothly knit, comfortable, and reinforced at the heels and toes. Order now for spring and summer. State size wanted. 30 D 250 Black. 30 D 251 Brown. Sizes 6 to 10 per pair 25c. Sizes 10 1/2 to 11 1/2 per pair 29c. Postage per pair, 1c extra."
The ad copy read, "An extra heavy stocking for school boys. Made from the best grade of combed cotton. Knitted double at foot and ankle and with additional threads woven into the legs to strengthen them, knitted from the top to the shoe top. Despite this great strength and durability, the fabric is elastic and the stocking easy to draw on and off. The feet are seamless and specially [strongly?] reinforced at heels and toes. An unusual bargain at the very low price. Select these for durability, comfort, and economy. Sizes 6 to 10. State size wanted. 30 D 284 Black. 30 D 285 Brown. Per pair 43c. Postage, per pair, 1c extra.
I can't read text from microfilm--too faint. Fill in text from original. Sizes: [can't read] State size wanted. 30 D 247 Black only. Per pair 23c. Postage, per pair, 1c extra.
The ad copy read, "For everyday wear in spring and summer, these medium weight cotton stockings are most excellent. The quality of cotton used is very good and the stocking [?] seamless and elastic. Heels and toes are well reinforced for active children . . . [this part unreadable on microfilm] Sold in bundles of 3 pairs only. Sizes 5 1/2 to 9 1/2. State size wanted. 30 D 245 Black only. 45c. Postage, 3 pairs, 2c extra.
There was a small section for turn-over-top kneesocks which had four different selections. Kneesocks were a realtively new style of hosiery. Before World War I bnoys mostly wore long stockings. Younger boys during the summer might wear socks that came to mid-calf length. Wards referred to them as "3/4 hose". Today we call them kneesocks or in Britain turn-over-top socks. Kneesocks wee worn by both boys and girls. Gender appropriatness for the different styles is not specigfied in the ad copy, but is perhaps suggested by the illustrations.
On the adjoining page there is an ad for boy's stockings which emhasizes
economy and durability. The text reads as follows: "It is Economy to Buy These. Lively boys may romp and play as hard as they wish in these sturdy, strongly made stockings. Knit from heavy weight cotton in fine elastic rib, they not only will stand up under every
strain but will keep their fine appearance to the very last. The legs are knit double from the ribbed tops to the shoe tops to protect that part of the stocking which the average boy gives the hardest wear. The heels and toes are extra reinforced. Three pairs are guaranteed to wear three months. Only one size in each box. Sizes 6 to 10. 3 pairs at $1.19. Color: black only." Montgomery Ward summer catalogue, 1923." These are stockings for schoolboys. The fact that only one color is offered (black) suggests that this was the standard color for older boys. The lighter colors, especially tan and brown, gradually became more popular later in the decade, although they were already available for
girls and younger boys. Note that the page shows numerous choices for long stockings but only a few for the newer "Three-quarter" socks to be worn with shorts, knee pants, or knickers.
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