Figure 1.--Here are the styles of girls underwear offered by Wards in 1942.
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Figure 1.--Here are the styles of girls underwear offered by Wards in 1942. |
The Wards catalog (Fall and Winter 1942, p. 312) that gives some useful information on the various styles of children's underwear available in 1942. It seeks to enlighten parents
or prospective buyers about what was available at the time with a view to helping them make their choices. It displays a group of line drawings illustrating the various types of underwear on offer at Wards, dividing the styles into three categories (1) Girls, (2) Children (both boys and girls up to age 12), and (3) Boys.
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.
Figure 2.--Here are the styles of childrens underwear offered by Wards in 1942. |
The Wards catalog (Fall and Winter 1942, p. 312) that gives some useful information on the various styles of children's underwear available in 1942. It seeks to enlighten parents
or prospective buyers about what was available at the time with a view to helping them make their choices. It displays a group of line drawings illustrating the various types of underwear on offer at Wards, dividing the styles into three categories (1) Girls, (2) Children (both boys and girls up to age 12), and (3) Boys. It then discusses these styles under four different headings--Styles, Materials, Weight, and Knitting. I'll transcribe the text
underneath the illustrations first, and then go on to describe the various underwear styles from left to right. The Sears ad copy read, "Popular Styles for Girls" "Popular Styles for Children [boys and girls up to age 12]" "Popular Styles for Boys" Which Underwear shall I buy?"
Wards offer a complete assortment of children's underwear. One-piece Union Suits give an even, all-over warmth. Waist Suits, while similar, almost always come with garter tabs [for attaching hose supporters] and taped-on buttons for outer clothing. They are also available in brief styles that won't show under short clothing. 2-piece Suits are easy to change and easy to launder. They offer extra protection at waist [because of the overlap of fabric at that point].
All Wards children's underwear contains Cotton which is durable and easy to launder. To this Silk or Rayon is sometimes added in various amounts for more luster and better appearance. In certain garments Wool is added to Cotton for extra warmth and more protection. Naturally, the more Wool the more warmth. All Wool used in Wards underwear is Virgin Wool.
Most of the garments in this section are for wear in Winter weather. Some are available in various weights. If garments are made of the same material, those that are heavier in weight are warmer. Boys' Shirts and Shorts and Girls Bloomers are lighter in weight and are often worn all year round. Each invidual description will help you decide which type will best satisfy your needs.
Tuck-stitch garments have a flexible two-way stretch for more
comfortable fit. Ribbed garments provide another one-way stretch and a snug means of sustaining this elasticity after long wear and many washings. Flat knit garments aren't stretchy but are extra full cut for comfort. Boys' broadcloth Shorts are woven of strong Cotton material. The higher the thread count, the better the quality."
Figure 3.--Here are the styles of boys underwear offered by Wards in 1942. |
Description of the various types of underwear by gender category (from left to right). Note that while there were destinctive underwear styles for boys and girls there were also some styles worn by both genders. This page seems designed to guide buyers of children's underwear in their choices somewhat as a size chart for stockings or suits would do. The Union Suits and Waist Union Suits had been on the market for several decades. The
briefs and broadcloth shorts had come into popularity more recently, mostly in the 1930s.
1. Sleeveless vest with thigh-length underpants
2. Short-sleeved vest with knee-length underpants
3. Sleeveless vest with bloomers
4. Short-sleeved vest with brief panties
5. Long-sleeved undershirt with button front half way down chest and
ankle-length drawers
6. Short-sleeved Union Suit with ankle-length legs
1. Trunk-length Waist Union Suit with strap reinforcements over the shoulders, waist buttons, and tabs (probably metal pinning tubes) for the attachment of hose supporters
2. Short-sleeved, ankle-length Waist Union Suit with reinforcement straps, waist buttons, and garter tabs
3. Short-sleeved buttonless shirt and thigh-length knitted underpants
1. Short-sleeved buttonless undershirt and jockey-type ankle-length drawers
2. Short-sleeved undershirt and jockey-type thigh-length underpants
3. Sleevelss white knit undershirt (sometimes referred to as "a singlet")
with broadcloth undershorts with button-fly front
4. Sleeveless white knit undershirt with jockey-type briefs
5. Long-sleeved, ankle-length Waist Union Suit with strap reinforcements, waist buttons, and garter tabs (probably metal pinning tubes) for hose
supporters
6. Short-sleeved, thigh-length Union Suit
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