Figure 1.-- Sears in 1938 offerd boys Mackinaw jackets in its 1938-39 Winter catalog. This was a popular style in both the 1930s and 40s. These coatss were offered in the Sears 1939-40 Fall and Winter catalog (p 231). This means that they would have been bought for going back to school suits and obvously Winter wear. These mackinaws are for the very coldest weather. We suspect they sold especially well in norther states like Minnesota, Wisconsin, and Maine.

Sears in 1938 offerd boys Mackinaw jackets in its 1938-39 Winter catalog. This was a popular style in both the 1930s and 40s. This means that they would have been bought for going back to school suits and obvously Winter wear. These mackinaws are for the very coldest weather. We suspect they sold especially well in norther states like Minnesota, Wisconsin, and Maine. The illustrations shpw boys wearing various style of cold wear caps worn bu boys in 1938. Flat caps seem popular, byt we also note stocking caps.

Sears

The Sears, Roebuck and Co., huge merchandising firm centered in Chicago was founded by Richard W. Sears (1863-1914) and A.C. Roebuck (1864-1948). Sears had begun a career in mail-order business in Minnesota 1886. In Chicago he and Roebuck joined resources and formed a corporation in 1893 as a mail-order business under title Sears, Roebuck and Company. In 1895 Julius Rosenwald (1862-1932) bought Roebuck's interest in firm and became president on Sears's retirement 1908. A retail-store system was added 1925. The first foreign store added in Havana, Cuba during 1945 and becane te first expropriated store in 1960. The Sears-Roebuck brought the production of industry to the fartherest corner of rural America, opening the cornucopia of the consumer age to rural America. All the new things that were changing American life danced across their pages. Through it, a huge Chicago warehouse offers to modernize the farms and small towns of the Midwest.

Chronology

These coatss were offered in the Sears 1938-39 Fall and Winter catalog (p 231). This means that they would have been bought for going back to school suits and obvously Winter wear. These mackinaws are for the very coldest weather. We suspect they sold especially well in norther states like Minnesota, Wisconsin, and Maine.

Terminology

Mackinaw is a city in Michigan. Presumably this is the origin of the name gicen to the coats. I am not sure, however, why they were named after the city.

Age

These coats were made for boys 6-18 years of age. This corresponds exactly with school ages. Thus we can assume that these coats wwould have very commonly been worn to school.

Figure 2.-- Most of the Mackinaw coats were plaid, but there were also solid colored coats as well. Note the plaid lining.

The Ad Copy

Bright New Plaid 33-oz.

The adcopy read, "Bright New Plaid 33-oz., All Wool With the Practical Adjustable Cuffs--Our Fellowship Mackinaw. $4.98 --Water repellent --Sports back with yoke and inverted center pleat --Big roomy double breasted model with with all round belt --Four big pockets --Wide inside facings for added protection --Piped inside seams. Color! That's the keynote of this year's smartest sportswear--rich, clear plaids like this one! And don't overlook the practical double cuff--a new feature found only on "better" mackinaws. This means that by merely adjusting a button, the sleeve can be lengthened or shortened to fit. Even sizes: 6 to 18 years. State age size. See "How to order" below. Shpg. wt. 4 lbs., 8 oz. 40 K 3758--Heavy All Wool Blue plaid mackinaw. $4.98."

Wool O' The West All Wool PLaids

The ad copy read, "Wool O' The West All Wool PLaids --Water Repellent --Popular "Zip" Book Pocket Our Famous "Boyville" $6.95 --Extra Heavy 33-oz. All Wool and mohair. Widely known fabric. --Sports back with inverted center pleat. 5 Pockets. --Wide inside French facings reinforced with canvas. --All 'round belt. Set-in coat sleeves. Piped seams. Winter outdoor champion! A big double breasted mackinaw that compares with any $10.00 coat we've seen! He can carry a book in the large book pocket-- and "zip" it closed to protect it from the weather. Our finest coat--and a grand value! Even Sizes: 6 to 18 years. State age-size. Shpg. wt. 4 Lbs., 8 oz. 40 K 3755--Maroon $6.95 40 K 3760--Blue $6.95"

Wool Sportswear--New--Smart--Wonderfully Warm

The ad copy read, "Wool Sportswear--New--Smart--Wonderfully Warm. Heavy Wool--Full Lined $4.79 (was $5.95) --Extra Heavy 33-oz. all wool Melton cloth --Double breasted model --Sizes are cut full and roomy. --Full lined with warm bright plaid cotton flannel lining --Sports back with yoke and inverted center pleat. Sleeve tabs. --Two muff style chest pockets; two lower pockets with flaps --All 'round belt with buckle Snowy weather means cold weather--that's why he needs a heavy lined mackinaw! Only a very special purchase makes this value possible. Lined body and sleeves, colorful contrasting plaid that means a heavier, warmer coat. Styled with a clever sports back. For thifty shoppers! Even Sizes: 6 to 18 years. State age size. See "How to order Mackinaws" at right. Shipping weight 4 lbs., 10 oz. 40 K 3765--Navy Blue All Wool Melton Full Lined Mackinaw $4.79."

New Plaid Mackinaw $4.19

The ad copy read, "New Plaid Mackinaw $4.19 --Extra heavy 32-oz. wool mackinaw cloth in bright new plaids, 4 pockets. --Double breasted style --Pinch back with all 'round belt --Wide inside facings. Piped seams. A Value Leader at this unusually low price! Bright carnival plaids! Even Sizes: 6 to 18 years. State age-size. Shipping weight, 4 lbs., 3 oz. 40 K 3773--Brown Wool Plaid Sports Back Mackinaw $4.19 40 K 3774--Maroon Wool Plaid Sports Back Mackinaw $4.19

Figure3.-- Notice how all of these coats are belted. The belt had no rel practival purpose.

Wool Melton Mackinaw $3.98

The ad copy read, "Wool Melton Mackinaw $3.98. --Extra heavy wool Melton cloth. Thick and warm. --Sports back, yoke and inverted center pleat. --All 'round belt. Wide inside facings. --4 pockets. Storm tab on cuffs. A heavy double-breasted all wool winter coat! See how big and husky it is! Then read about the special inner construction--piped seams and strong stitching. We're proud to offer it at a very low price! Even Sizes: 6 to 18 years. State age Size. Shipping weight. 4 lbs, 3 oz. 40 K 3776--Navy Blue All Wool Sports Back Mackinaw $3.98

Full Lined Plaid

The ad copy read, "Full Lined Plaid--Extra heavy 32-oz. all wool mackinaw cloth in new plaids. Water repellent. $5.75. --Body and sleeves full lined with bright plaid cotton flannel lining. --Sports back with yoke, inverted center pleat. Four pockets. --All 'round belt. Cuff storm tab. Who's afraid of cold weather! we're not-- because we found this big woolly full-lined mackinaw--and the price is far lower than you'd ever imagine. The plaids are new--the colors are bright--the sports back is among the smartest. Especially warm. Even Sizes: 6 to 18 years. State age-size. Shpg. wt. 4 lbs., 10 oz. 40 K 3798--Blue-gray all Wool Plaid Full Lined Sports Back Mackinaw $5.75.

Clothing

The illustrations shpw boys wearing various style of cold wear caps worn bu boys in 1938. Flat caps seem especially popular, byt we also note stocking caps. Note how all of these boys are show wearing ties with the coats. We rather suspectvthat it was more common to wear these coats without ties. Sears probablt added the ties to give the coas a more stylish look.

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Created: March 21, 2004
Last updated: March 21, 2004