Figure 1.--Underneath the photograph of the two boys, the caption reads: "A union suit of soft, smooth durene fabric, and another of mesh durene--porous, absorbent, comfortable. Socks of durene and wool." |
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This ad for a new fabric, Durene, used in socks and underwear,
appeared in Good Housekeeping for October, 1930, p. 241. It was a knit cotton fabric (sometimes mixed with wool), used in a variety of clothing for both children and adults. This ad stresses its use in boy's cotton union suits. The little boy wears a trunk-length sleeveless union suit of smooth durene. The older boy's suit is also sleeveless but has knee-length legs and is mesh
Durene is not a fabric we know much about. We have not noted in mentioned to any extent in period catalogs and advertisements. We do not know who developed Durene or what companies were associated with it. Nor or we sure it was even a pattened fabric. This ad was paid for by the Durene Association of America, 250 Fifth Avenue, New York City.
This ad for a new fabric, Durene, used in socks and underwear,
appeared in Good Housekeeping for October, 1930, p. 241. Good Housekeeping first appeared May 2, 1885. It was one of of several popular women's magazines established suring the 1880s and 1890s. The magazine provided information about running a home and raising children. This the modern Good Housekeeping conytinues today. The Good Housekeeping seal of approval was developed to assure housewives of a product's value. Letters from readers were an important facet. The early magazine, however, also included a broad range of literary offerings. Good Housekeeping was founded by journalist-businessman Clark W. Bryan in Holyoke, Massachusetts. The magazine moved to Springfield, but by 1911 the circulation was only 0.3 million. This changed when it was purchased by the William Randolph Hearst and moved to New York. The citculation was soon in the millions of copies. Many well known writers have contributed to Good Housekeeping, including Somerset Maugham, Edwin Markham, Edna St.
Vincent Millay, Frances Parkinson Keyes, and Evelyn Waugh.
Durene was a knit cotton fabric (sometimes mixed with wool).
The squares at the bottom left and upper right are "magnified" sections of the fabric used so as to illustrate the texture of the fabric. We are not sure just what Durene was besides sometimes being blended with wool. The ad here mentions specialized processing, but does not explain any details about the process. It does stress high quality and specialized grading.
Durene was used in a variety of clothing for both children and adults. This ad stresses its use in boy's cotton union suits. The little boy wears a trunk-length sleeveless union suit of smooth durene. The older boy's suit is also sleeveless but has knee-length legs and is mesh Durene. Both boys are also wearing knee socks made of durene mixed with wool. The older boy has stripes on the cuffs of his socks while the smaller boy's socks seem to be knitted without a contrasting stripe on the cuff.
The text reads: "When you replenish the family supply of hosiery and underwear this fall, be sure to ask for soft lustrous durable durene--it's the very finest specially processed cotton ever made. Only one bale of cotton out of twenty-five is fine enough to meet the durene standard . . . You'll like the feathery softness of durene--its great elasticity and the absorbent quality that makes
it feel so comfortable next to the skin. And durene things look like new after every laundering! . . . Sturdy durene underwear, socks, and stockings for children outlast the most strenuous play. Men like durene socks, golf stockings, and underwear because durene garments keep their good looks through all their long, satisfying service. And you'll enjoy wearing smart, beautifully fitted underthings of durene, in lovely pastel colors, with stockings of durene for sports hosiery and underwear at your favorite store. Durene Association of America, 250 Fifth Avenue, New York City. Durene Quality
begins with the yarn."
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