Figure 1.--The Sears Summer catalog offered several types of short pants. On this page are walk shorts and camp shorts. The only major difference we notice in both types over time in camp shorts was the hem length. |
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American mail order catalogs offered a very useful time line on changing fashion trends. We have some information on 1973. Shortalls for younger boys were still worn, but no longer prominently featured. We notice a lot of coloful "T"-shirts, tank-tops, and "stylish long-point" collars. We note flared jeans and baggy trousers. Camp shorts were a very popular style of short pants in 1973. Sears was one of the retailers offering them. The cut was still relatively long. The Sears summer catalog offered several styles of shorts. Besides camp shorts, there were also cut-offs, walking shorts, and other styles as well as a wide variety of types. Western-style jackets to go with jeans was a popular combination.
We do not notice any caps offered in Sears Summer catalog, although there are some for men.
Catalogs offered short pants and shortalls for toddlers. There was also cabana sets and tank tops for beachwear. The romper-style bubble style was for girls.
Sears in its 1973 Summer catalog offered short pants and shortalls for boy and girl toddlers. I don't think girls, however, commonly wore shortalls, it was more seen as a style for bots. There were romper-style bubble style outfits for girls. The clothes were done in bright colors designed to appeal to younger children. These outfits were dine in both infant and toddler sizes. The toddler sizes went up to age 4.
Many catalogs often mixed playwear garments for younger children on the same page.
Sears in its Summer 1973 catalog offered a variety of little boys' (2/3-6x) playwear. The garments included shirts, short and long pants, hooded sweatshirts, and crew socks. There were both solid colors, stripes, and patterns.
We notice a lot of colorful "T"-shirts, tank tops, and other casual shirts. The shorts shown here in the Sears Summer catalog were shown to be worn with crew neck knit shorts in a variety of both solid colors and wide, bold colored stripes. See the insert in the figure (figure 1). They were made in boys' (6-12) and students' sizes (14-24). Sears also offered biker shirts. There were also knit button neck shirts and brioadcloth zip-neck shirts with collars in both solid collors and patterns. We also note knit button shirts in elaborate patterns and "stylish long-point collars. They were shown with "baggy-style jeans".
We notice Western-style Chambray jackets with matching jeans and shorts.
Jeans began in the 1970s to be seen as fashionable dress. School dress codes began to change in the 1970s. Invreasingly boys were being allowed to wear jeans to high school. Camp shorts were a very popular style os short pants in 1973. Sears was one of the retailers offering them. The cut was still relatively long. The Sears summer catalog offered several styles of shorts. Besides camp shorts, there were also cut-offs, walking shorts, bush-styles and other styles. There were special styles for younger boys like boxer shorts. There were also long pants, many with very wide bell bottoms.
The Sears Summer catalog gives little attention to socks. There were mostly athletic terry cloth socks for older boys, primarily in white, but also colors (navy, red, and gold). There were also crew socks in Nylon knit for younger boys, also in white and colors (blue, brown, green, navy, and red). Sers says, "Knit of 100 % sreach Nylon for neat fit and extra long wear. Rib knit tops cling smoothly to little ankles ... won't fall down. Sani*Guard@ socks reach you hygenically fresh." There were no kneesocks advertised, except for men to be worn with a safari outfit. Sears also offered biker socks.
We notice a variety of accessories. Belt loops were made wide and many boys wore wide belts. White was a popular color. Sears also offered biker belts as well as other viny belts.
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