Parents Magazine Advertisements: Hanes Children's Underwear (1933)


Figure 1.--This adverisement for Hanes children's underwear appeared in Parents Magazine, November 1933. It included boys' and girls' waist union suits amd boys untaped union suits (i.e. without reinforcing straps and garter tabs) shows two different models of waist suits--one with ankle length legs and one with short legs.

This adverisement for Hanes children's underwear appeared in Parents Magazine, November 1933. It included boys' and girls' waist union suits amd boys untaped union suits (i.e. without reinforcing straps and garter tabs) shows two different models of waist suits--one with ankle length legs and one with short legs. But in this case the styles are not differentiated by gender. A boy or girl could wear either style. Note that both styles have short sleeves, which were becoming more popular with children because of their greater coolness on the arms. Both the long-leg and the short-leg styles have reinforcing straps over the shoulder and two buttons for outer clothing at each side.

Parents Magazine

This adverisement for Hanes children's underwear appeared in Parents Magazine, November 1933, p. 54. The magazine was founded in 1925 and became the leading American periodical providing information on children's clothing.

Garments

The adverisement included boys' and girls' waist union suits amd boys untaped union suits (i.e. without reinforcing straps and garter tabs). It shows two different models of waist suits--one with ankle length legs and one with short legs. But in this case the styles are not differentiated by gender. A boy or girl could wear either style. Note that both styles have short sleeves, which were becoming more popular with children because of their greater coolness on the arms. Both the long-leg and the short-leg styles have reinforcing straps over the shoulder and two buttons for outer clothing at each side. There are also "sturdy garter loops" (i.e., loops made of tape sewn onto the ends of the reinforcing straps through which the safety-pin of the hose supporter could be passed). The cloth loops were in lieu of the metal pinning tubes featured in other models. The tape loops didn't hold the safety pins of the garters quite as firmly as the metal tubes, but they were tightly sewn on and didn't come off as easily with wear and laundering as the metal tubes. With loops there was also no rust problem. These suits are called "Hanes Merrichild" suits and are made for children of both genders from age 2 to age 12. They have "soft, fleecy fabric that's soothing to tender skin." Children of previous ages used to complain about the scratchy and uncomfortable woolen union suits that they were forced to wear. There is "no chance of chafing" because of the "smooth, flat seams." The slightly older boy in the unreinforced union suit (presumably he wouldn't need the reinforcing straps for short pants or the loops for supporters) wears a union suit with short sleeves and short legs. This also has a flap-seat with a single button for closure as opposed to the drop seat with three buttons featured on the waist union suits discussed earlier. Although not shown, the untaped union suit is also available in models with long sleeves or ankle length legs. The advertisement for the untaped union suit appeals to teenage boys because it is very masculine and just like adult men's underwear--"Men's Underwear in miniature!" "Boys undress as fast as firemen--but Hanes Wonderwear can `take it'".

This illustrates the two different styles of button seat on boys' waist union suits--one with a flap and only one button in back, the other with a "drop seat" and three buttons. I have the impression that the three-button style of seat was for younger boys whereas the one-button flap was more adult, i.e. the same style of seat used on adult men's union suits.

Competing Companies

Hanes is still a major manufacturer of underwear today. Two competing companies (Nazareth and Minneapolis Knitting Works) are now defunct. I find it interesting to see how Hanes adjusted to the changing times in styles of underwear.

National Recovery Administration

This advertisement appeared during the Depression and after Franklin Roosevelt launched his New Deal. Notive the National Recovery Administration (NRA) blue eagle at the bottom of the ad.






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Created: December 7, 2003
Last updated: December 7, 2003