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Here is an underwear ad showing two kinds of boys' underwear offered for sale by Hanes, the famous underwear manufacturer. It appeared in the Saturday Evening Post in October, 1930, just when the chillier weather was beginning to set in and boys were changing from summer underwear to winter longies or, if they wore short pants, changing into long stockings.
The principal companies in America are today Haines and Fruit of the Loom. Haines has been given considerable visibility as a result of television ads featuring basketball star Michael Jordan. We are unsure when the company was founded, but we note magazine adverts in the 1930s.
No publication is so closely linked with the traditions of 20th century America as the The Saturday Evening Post. It was the most popular American magazine in the first half of the 20th century. The Post included political cartoons, artwork, literary works, and much more. Although mundane at the time, even the advertisements make issues of the Post fascinating to modern readers.
Here is an underwear ad showing two kinds of boys' underwear offered for sale by Hanes, the famous underwear manufacturer. It appeared in the Saturday Evening Post in October, 1930, just when the chillier weather was beginning to set in and boys were changing from summer underwear to winter longies or, if they wore short pants, changing into long stockings.
On the left we have two styles of men's union suits--the BVD type at the left top and the long-sleeved, ankle-length type at the bottom.
In the middle panel we have a rather typical father and son illustration, the boy wearing a junior version of his father's union suit except that the boy has long sleeves and ankle-length legs whereas the father has short sleeves and three-quarter length legs. These union suits came in either style for both men and boys.
Notice the button flap closure in back, a change from the earlier three-button drop seat.
At the top right we have sleeveless undershirts and striped
shorts for men. Some boys may have worn these but union suits were much more common.
At the bottom right we have "Merichild Waist Suits" for boys and
girls. These waist union suits have reinforced taping over the shoulders, waist buttons and garter tabs at the sides. The garter tabs (for the attachment of supporters) are metal pin tubes apparently. These waist suits are also available in styles with long sleeves and ankle-length legs.
Here is the text of the ad copy in the advertisement, "The Greatest Underwear Value is the Dollar You Spend for Hanes"
Top left: "Hanes Samsonback Athletic Union Suit of madras pajama checks and broadcloth. Patented belt. $1.00 [For men]
Bottom Left: Red Label Elastic-knit Heavy weights, $1.25 to $1.50. Shirts and drawers also available, 75 c to $1.00. Middle Panel: Men's Gold Label Elastic-knit Lightweight Union Suits. Long or
short sleeves, three-quater of ankle length. Remarkable value at $1.50. Boys, age 2 to 16, "heavies" 75 c to $1.00. Top right: Hanes Shirts and Shorts in smart new styles and colors, 50 c, 75
c, #1.00. Wide choice, real comfort. Bottom right: Merrichild Waist Suits for boys and girls, age 2 to 12. 85 c. Also made ankle length with long sleeves. [These suits have reinforcement straps, waist buttons, and garter tabs.] You can pay more than Hanes costs--but you can't get more. Just try to match Hanes values. There's the Gold Label Elastic-knit Lightweight. Packing more satisfaction to the thread than you ever experienced before. The soft durable
hanespun cotton is knitted and cut to careful measurements of both trunk and chest. No binding, bunching, or wrinkling. Seams lie flat--never irriate. Buttons won't pull off. A great garment for fall or winter and all-year-round wear in mild climates. If winter to you means ice and snow and polar gales, keep snug and warm in Hanes Heavy-weights. Millions wear them--despite the city man's swing to Hanes Athletic Union Suits and Hanes Shirts and Shorts. See Hanes Underwear at your store. If your regular dealer hasn't the complete line for boys as well as men, write P. H. Hanes Knitting Co., Winston-Salem, N.C. Hanes Underwear for Men and Boys for Every Season."
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