American Mail Order Catalogs: Sears Boys' Sweaters--1925


Figure 1.--Sears offered these sweaters in its Fall-Winter 1925-26 catalog.

Sears offered heavy sweaters in its Fall-Winter 1925-26 catalog. Some of the sweaters look dated while others seem more modern. Various styles of sweaters are shown here. The prominence of roll-collar and "shawl collar" sweaters is notable, but cardigan and turtle-neck models are also available.

Sears

The Sears, Roebuck and Co., huge merchandising firm centered in Chicago was founded by Richard W. Sears (1863-1914) and A.C. Roebuck (1864-1948). Sears had begun a career in mail-order business in Minnesota 1886. In Chicago he and Roebuck joined resources and formed a corporation in 1893 as a mail-order business under title Sears, Roebuck and Company. In 1895 Julius Rosenwald (1862-1932) bought Roebuck's interest in firm and became president on Sears's retirement 1908. A retail-store system was added 1925. The first foreign store added in Havana, Cuba during 1945 and became the first expropriated store in 1960. The Sears-Roebuck brought the production of industry to the fartherest corner of rural America, opening the cornucopia of the consumer age to rural America. All the new things that were changing American life danced across their pages. Through it, a huge Chicago warehouse offers to modernize the farms and small towns of the Midwest.

Ordering Sweaters

Note that the sweaters are mostly sold by chest size rather than age size, which indicates that these sweaters were intended for older boys in their teens as well as younger ones. A note on "How to Order Sweaters for Boys" is included. The Sears insert read, "See measuring instructions before ordering." "How to Order Sweaters for Boys: A roomy sweater is more comfrotable and will give better service. boys' sweaters shown on this page and page 309 are designed and made to fit boys from 5 to 13 years. To get the correct size, measure the boy around his chest under the armpits when he is wearing his shirt or blouse, and then order the next larger size; for instance if he measures 22 inches or 23 inches, order size 24; if he measures 30 or 31 inches, order size 32 and so on. By following these instructions, you will get a sweater that will fit comfortably. For sweaters for the older boys of 14 and 16 years see pages 310 and 311." [Note: Taking the chest measurement was a common way of measuring for boys' clothes such as suit jackets. Chest measurements were also used sometimes for boys' underwear, although the measurement in inches from shoulder to crotch was the typical way of measuring for boys' knitted union suits.]

Terminology

The Sears ad copy provides some glimeses into popular terminology for sweaters in the 1920s. Some of the terms we do not understand.
Byron collar: This looks to be a turtle neck, but apparently can be worn open. We presume this refers to Lord Byron, but we think of open collars more than turtlke necks when we think of Byron. A reader writes, "I have no idea what a Byron collar was, but I think you must be right to associate it with Lord Byron. Maybe it just refers to a more rakish style or romantic style than more conventional sweater styles.
Jersey sweater: We do not understand what was meant by jersey sweater. We thought ar first that it meant pullover, but one of the jersey sweaters here was a button-up sweater. A reader writes, "As for Jersey, does this refer to the geographical Jersey (a style worn in Jersey) or does it refer to a light knitted woolen fabric? Jersey is sometimes used today to refer to a lighter weight woolen fabric. Webster's unadbridged dictionary gives three meanings for "jersey" --(1) a soft, elastic knitted cloth of wool, cotton, silk, or rayon; (2) a close-fitting pull-on sweater or shirt worn by athletes, sailors, etc.; (3) any close-fitting, knitted upper garment. The word of course derives from Jersey, the Channel island." HBC has a page on jersey sweaters, but we have not yet acquired much information.
Roll collar: This was Sears' term for turtle neck.
Shawl collar A reader writes, "The term "shawl collar" was already familiar to me. We find it used occasionally for such items as men's dressing gowns and overcoats. It refers to a rolled collar that has something like tapering lapels and that resembles somewhat a shawl or scarf-like covering for the shoulders. I think certain Edwardian dinner jackets featured shawl collars. The style now seems quite old-fashioned.
Sport coat: This appears to be the Sears term for cardigan. The term sport coat may refer to the similarity with a sports jacket. It also may refer to the fact that high school and college atheletes used these sweaters for their "letters" (school colors).
Sweater coat: Thesec are button fron sweaters, but not made with a "V" front.

Material

The mixture of cotton and woolen yarns in some cases is interesting--cotton for greater durability and wool for warmth. I had thought that older sweaters were mostly wool, but note the extensive use of cotton as well as wool here.

Sweater Styles

Sears boys' sweaters (Sears Fall and Winter catalog, p. 308). Various styles of sweaters are shown here. The prominence of roll-collar and "shawl collar" sweaters is notable, but cardigan and turtle-neck models are also available. Somewhat surpriisdingly Sears did not have prominent heading for the different styles.

Sweater coat: Cotton / Shawl collar

This sweater was pictured at the top left. Notice the term "sweater coat". I think this meant that it buttoned at the front liked a coat, although it is difficult to tell from the illustration. The Sears ad copy read, "98 c. 83 D 1712--Light Oxford gray Sizes, 24, 26, 28, 30, 32 and 34 inches chest measure. State size. Shipping weight, 1 1/3 pounds. Boys' Medium Weight Cotton Sweater Coat. Made with shawl collar. Two pockets. Here is an especially low priced sweater that will fill every requirement for everyday use."

Jersey: Wool worsted / Roll neck

This sweater appeared at the top center. Note the term "jersey". I thought that this signified pullover, but note that there is also a button up jersey offered. Also notice the use of "roll collar meaning turtle neck. The Sears ad copy read, "$2.39 83 D 1744--Seal brown with buff stripe 83 D 1745--Maroon with navy blue stripe 83 D 1748--Navy Blue with orange stripe Sizes: 24, 26, 28, 30, 32 and 34 inches chest measurement. State size. Shipping weight, 19 ounces. Boys' All Wool Worsted Roll Neck Jersey. Five-inch chest stripe. Double roll collar and cuffs."

Pullover Sweater: Cotton / Shawl Collar

This pullover was illustrated at top right. The Sears ad copy read, "98 c. 83 D 1860--Maroon 83 D 1861--Brown 83 D 1862--Navy blue Sizes: 24, 26, 28, 30, 32 and 34 inches chest measure. State size. Shipping weight, 1 1/2 pounds. Boys' Medium Weight Cotton Pullover Sweater. Made with shawl collar. A sturdy garment designed to withstand lots of hard knocks. Priced extremely low."

Jersey sweater: Wool worsted / Byron collar

I do not really understand what Sears means by Jersey sweater. Not do I know the difference between a Byron andd roll neck (turtle neck sweater. Was cLord Byron known for wearing turtle neck sweaters? This sweater is pictured at middle left. The Sears ad copy read, "$2.69 83 D 1715--Maroon 83 D 1717--Navy blue Sizes: 24, 26, 28, 30, 32 and 34 inches chest measure. State size. Shipping weight, 9 ounces. Boys' All Wool Worsted Byron Collar Jersey Sweater. Button front. Can be worn open at neck if desired." I'm not sure just how what looks like a turtle neck can be worn open.

Sweater Coat: Wool and cotton / Shawl collar

This sweater is pictured at middle center. The Sears ad copy ead, "$1.79 83 D 1735--Maroon 83 D 1736--Dark Brown 83 D 1737--Navy blue Sizes, 24, 26, 28, 30, 32 and 34 inches chest measure. State size. Shipping weight, 1 1/2 lbs. Boys' Wool and Cotton Shawl Collar Style Sweater Coat. Made of cotton with a small amount of wool. Has two pockets. Truly an excellent value at our low price."

Sport coat: Wool

This sweater was called a sport coat. It is difficult to make out the styling, but the V-front and pockets are presumably like a coat. I think it is a cardigan although the term is not used. The sweater is picyured at bottom left. The Sears ad copy read, "$3.59 83 D 1870--Brown heather 83 D 1872--Dark Oxford gray Sizes, 24, 26, 28, 30, 32, and 34 inches chest measure. State size. Shipping weight, 1 lb., 7 ounces. Boys' All Wool Medium Weight Sport Coat. Made of fine quality all wool yarn, closely knitted. Two pockets. Has buttoned straps on sleeves. A garment that can be used for almost any purpose. Priced very low."

Sport coat: Cotton

Sears calls this a sports coat, but it is a cardigan. The Sears ad copy read, "Bottom Right: $1.79 83 D 1730--Camel tan 83 D 1731--Silver gray 83 D 1732-- Brown Sizes, 24, 26, 28, 30, 32 and 34 chest measure. State size. Shipping weight, 1 3/8 lbs. Boys' Cotton Sport Coat, slightly brushed. A medium weight coat made of fine quality yarns. Has two pockets. Will wear exceptionally well and is priced extremely low."

Caps

Note also the caps in the illustration here. There are both flat caps with bills and stocking caps. Flat caps were worn year round. Some had flaps which were turned down on cold days. Some boys didn't like doing this. Stocking caps were of course a cold weather style going well with the heavy sweaters.






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Created: 1:44 PM 12/23/2004
Last updated: 1:44 PM 12/23/2004