Montgomery Ward's: Waist Suits (1935)


Figure 1.--Here we see the different styles of waist suits offered by Wards in 1935. Notice the buttons at the side at waist level. This is what differentiates a waist suit from an ordinary union suit.

This advertisement for boys' waist suits came from Ward's Fall and Winter catalog for 1935-36 (p. 155). In many of the mail order catalogs waist suits are shown as being equally appropriate for boys and girls from about age 2 to age 12 or 13. Here, interestingly, the waist suits for boys are separated from those for girls although the design of the two is not strikingly different. These waist suits are heavy weight union suits for winter wear, but they have reinforced shoulder straps to support button-on short pants or knickers and metal pinning tubes so that supporters for long stockings can be fastened on. They are available in both short and long sleeve models for boys between the ages of 2 and 12. All the models shown here have ankle length legs.

Montgomery Ward

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. Since its founding in 1872, the company has literally "grown up with America" and has had a major impact on the shopping habits of a nation of consumers. Montgomery Ward & Co. discontinued its catalog operations in 1985 as part of its restructuring effort to change itself into a modern, competitive chain of value-driven specialty stores, a move which for a time saved the company. week.

Waist Suits

Waist suits are another type of support garment. As late as the early and mid 1940s, Sears was still advertising a wide variety of children's waist suits, worn by both boys and girls (sometims in different models for the two genders but not always). These suits were mostly union suits with both long and short legs (some also having short sleeves) that were designed not only as winter underwear but also with buttons for attaching outer clothing such as short pants and skirts and with garter tabs for attaching hose supporters so that long stockings could be worn without the use of a separate garter waist. (This is why they were called waist suits.) Most of these suits were meant for children between the ages of 2 and 12, but one model of waist union suit was advertised for boys and girls as old as 16, which shows that at least in a few cases boys as old as 16 still wore long stockings. We note waist suits being offered in the Sears catalog during 1941

Individual Waist Suits

This advertisement for boys' waist suits came from Ward's Fall and Winter catalog for 1935-36 (p. 155). In many of the mail order catalogs waist suits are shown as being equally appropriate for boys and girls from about age 2 to age 12 or 13. Here, interestingly, the waist suits for boys are separated from those for girls although the design of the two is not strikingly different. These waist suits are heavy weight union suits for winter wear, but they have reinforced shoulder straps to support button-on short pants or knickers and metal pinning tubes so that supporters for long stockings can be fastened on. They are available in both short and long sleeve models for boys between the ages of 2 and 12. All the models shown here have ankle length legs.

Extra Heavy Cotton

The ad copy read, "Elastic Rib Knit of Extra Heavy Cotton. For extra long wear and warmth!--for boys. Reinforced shoulder straps add strength; buttons firmly attached to waist for fastening outer garments, metal pinning tubes for garters; 3-button drop seat. Smooth, flatlocked seams. High neck, long sleeves, ankle length. White. Even Ages: 2 to 12 years. State age-size. See How to Measure at left [take measurement in inches from shoulder to crotch]. Ship. wt. 15 oz. (L) 29 A 928. Each 69 cents."

Heavy Weight 10% Wool

The ad copy read, "Wards Finest Comfytogs for Boys. Part Wool--balance sturdy cotton. Snug fitting--yet the rib knit allows plenty of freedom! Buttons for outer garments are firmly attached. Shoulder strap reinforcements--metal garter pinning tubes. 3-button, drop seat style. Cream. Even Ages: 2 to 12 years. State age-size. See Chart at left. Ship. wt. each 15 oz. (M) 29 A 935--Short sleeves, ankle length. (N) 29 A 934--Long sleeves, ankle length. Each garment, 89 cents."






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Created: 9:06 PM 12/19/2004
Last edited: 9:06 PM 12/19/2004