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We note a rather elaborate page for Long stockings in Ward's Spring and Summer catalog
for 1931, p. 76. The extensive variety of long stockings offered here shows that they were still widely worn by school children up to about 14 years of age and even older. Some of these stockings come in size 10 1/2, large enough for a boy of 16 or 17 years. Note the chart for the sizing of children's stockings geared to the sizes of their shoes and divided into two groups--small and large children. Most older boys wore long stockings with knickers--some above-the-knee and some below-the knee, although below-the-knee knickers were becoming more popular by the end of the 1920s. Younger boys and a few older ones wore long stockings with short trousers. The boys in the illustration are wearing black long stockings with knickers in above-the-knee
styles. Black is still a very prominent color, especially for boys, but shades of brown and tan were almost equally--perhaps even more--popular by 1931.
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. Aaron Montgomery Ward was born on February 17, 1844, in Chatham, New Jersey, to a family whose forebears had served as officers in the French and Indian Wars as well as in the American Revolution. Looking for something more compatible, Monty left home and followed the river to Lake Michigan and the town of St. Joseph, county seat and market for outlying fruit orchards. Chicago was the center of the wholesale dry goods trade and in the 1860s Ward joined the leading dry goods house, Field Palmer & Leiter. As a retailer, Potter Palmer had previously built a reputation for fair dealing. Ward absorbed these principles while working as a clerk for $5. The Chicago City Directories for 1868 through 1870 listed Ward as a salesman for Wills, Greg & Co. and later for Stetthauers & Wineman, both dry goods houses. In 1870, after canvassing territory in Illinois, Iowa, Missouri, Ward was again footloose. The plan shaping in Ward's mind was to buy goods at low cost for cash. By eliminating intermediaries, with their markups and commissions, and cutting selling costs to the bone, he could offer goods to people, however remote, at appealing prices - for cash.
Boys began wearing long stockings in the second half of the 19th Century. Long stockings were not worn earier as long trousers were often worn. Even smaller boys before breeching did not need long stockings as hey might wear pantalettes with shorter dresses. As kneepants became increasing common in the 1870s, boys began to wear long stockings. They were held up with a kind of suspanfer waist. Tights were not worn instead they were a pair of long stockings. When the new knicker style became more popular after the turn of the century, long stockings were stil worn as the knickers were worn above the knee. Boys by the 1920s increasingly buckled their knickers below the knee. This tendency and the increasing popularity of short pants caused boys to shift to kneesocks. After the mid-1920s long stockings were less commonly worn in America and Britain, although they did not disappear. They continued to be worn in worn more commonly in Germany, Poland, Switzerland and the Scandinavian countries--although tights were also worn in these countries. Many of the garments studied by HBC have evolved in style over time. Long over the kneestockings are a garment that has entirely disappeared.
We note a rather elaborate page for Long stockings in Ward's Spring and Summer catalog
for 1931, p. 76. The extensive variety of long stockings offered here shows that they were still widely worn .
The sizing here shows the long stockings were still worn by school children up to about 14 years of age and even older. Some of these stockings come in size 10 1/2, large enough for a boy of 16 or 17 years. Note the chart for the sizing of children's stockings geared to the sizes of their shoes and divided into two groups--small and large children.
We note girlswearing long stockings. What we are not sure about is to what age boys wore them. We note younger boys wearing them, but we are less sure about older boys. The sizing here for the socks designed for boys clearly suggests that some older boys did wear them. We are nure, however, just how common this was by 1931. Most older boys wore long stockings with knickers--some above-the-knee and some below-the knee, although below-the-knee knickers were becoming more popular by the end of the 1920s. Younger boys and a few older ones wore long stockings with short trousers. The boys in the illustration are wearing black long stockings with knickers in above-the-knee
styles.
Black is still a very prominent color, especially for boys, but shades of brown and tan were almost equally--perhaps even more--popular by 1931.
Playhard was the Ward's store brand for hosiery.
Ward's offered a range of different long stockings in 1931. The heading for the selection headed, "Playhard Stockings for Active Boys and Girls". The ad copy read, "Exactly the Same Stockings Under Another Name Cost More in Other Stores--That's Value!"
This style was offered at the top left. The ad copy read, "For "Real" Boys
30 B 236--Sizes: 6, 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2, 10, 10 1/2.
Colors: Black, medium brown, French tan. State size and color. Postpaid.
Mother, here is a Playhard for your "busy boy." Constantly on the go--up a
tree--over the back fence--there he goes running through the alley and when he comes home you don't know he's the same boy you sent out so nice and clean. Made with two-thread legs with a third thread knit into the knee and extending to the top. Smooth, seamless feet for comfort and reinforced heels and toes for wear. Knit of fine ribbed cotton of a good seviceable weight. Saves lots of mending because it lasts so long. Stands all your boy's rough and tumble wear. Exactly the same quality stocking you will see selling for more money most stores. 3 Pairs for 59 c." [Note the large sizes--10 and 10 1/2--large enough for older teenagers.]
Another offering at the top right read, "For Boys and Girls 30 B 214--Derby Rib 30 B 185--Fine Rib Sizes: 6, 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2. Colors: Black, French tan, champagne, nude, white. State size and color. We pay postage. Playhards that play hard with dancing feet. Mothers like them so well because they mean such an important saving to her by doing away with so much mending. Playhards are smooth fitting, perfected, mercerized, of two-ply cotton. Flat
knit feet with reinforced heels and toes. Little girls aren't quite as hard
on stockings as boys but they must have a sturdy and, at the same time, a nice looking pair of hose--a combination found in this stocking added to a decided saving. Sells for a much higher price in most stores. You will notice a
greater saving on stockings when you buy 3 pairs at a time. 3 Pairs for 59 c." HBC note: Although these stockings are advertised as suitable for both boys
and girls, they seem to be aimed more at the girl market. The color includes
white, a color favored more by girls. These stockings might perhaps be worn
by younger boys for dressy occasions. Very young boys sometimes wore white
long stockings for special dressy occasions. The size goes only up to 9 1/2-- about 13-14 years of age.
This selection was at the lower left. The ad copy read, "3 Pairs 49 c. Fine Combed Cotton Hose. 30 B 201--Fine Rib 30 B 219--Derby Rib Sizes: 6, 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2. Colors: Black, medium brown, champagne, nude; French tan. State size and color. We pay postage. Boys and girls need these Hose, knit of soft fine-combed cotton. Elastic knit legs and plain knit feet, comfortably seamless. Reinforced heels and toes. [The distinction between fine-ribbed and Derby-ribbed (coarser ribbed) stockings was partly a matter of formality, but there is some indication that the coarser ribbed stockings were considered more boyish and masculine because more sporty-looking.]
This selection was at the lower center. The ad copy read, "3 Pairs Guaranteed 3 Months. Prices Lower than Ever. 3 Pairs for 79 c. For Boys and Girls . . . Reinforced--Fine Combed Cotton Hose. 30 B 285 Sizes: 6, 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2, 10, 10 1/2. Colors:
Black, champagne, French tan, nude. State size, color. Postpaid. Mothers, here is remarkable value. Three pairs of stockings guaranteed for 3 months. Made of 100 per cent fine combed cotton yarns and reinforced at every point of wear with double reinforced tops, toes, and heels. The feet are smooth and seamless. Because of this we guarantee that three pairs will wear the roughest youngster for three months or we will replace them at no cost to you. You may see this same quality hose selling at other stores but for much more than our low price. This is a value that you can't afford to pass up. [HBC note: These stockings are made in sizes that fit boys and girls as old as 17. Note the prominence of the lighter colors, although the boy in the
illustration wears black stockings with his knickers. Most stockings were reinforced for wear at the heels and toes, but this model also has reinforcement at the top--another point of wear because of the attachment of supporters.]
This selection was located at the lower right. The ad copy read, "2 Pairs 59 c. Rayon and Cotton Hose for Children. 30 B 180--Derby rib. 30 B 175 Fine rib. Sizes 6, 6 1/2, 7, 7 1/2, 8, 8 1.2, 9, 9 1/2. Colors: Black, champagne, nude, peach, French tan. State size and
color. We Pay Postage 2 pairs, 59 c. [These stockings are dressier than the others, being made partly of rayon. girl is shown in the illustration, indicating that these stockings would be
especially appealing to girls. Note the color, peach, which a boy would probably not wear. But boys also wore these stockings in other colors for dressier occasions, especially younger boys under about ten, who would probably wear them with short pants suits.]
The ad copy read, "Fine Ribbed Cotton for Children. 3 Pairs for 38 c. 30 B 245--
Sizes 6, 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2. Colors: Black, brown, French tan. State size and color. We pay postage. A medium weight hose of strong cotton, knit for service and priced to save. Made with plain knit feet and reinforced heels and toes. Seamless throughout.
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