Figure 1.--Most of the short pants offered by Sears, excpt those for little (pre-school) boys were realtively long styles, cut to be worn a 1-2 inches above the knee. The one style of short cut shorts we notice are bike shorts. Sears Summer catalog offered a wide biker shirts and shorts as well as accessories in bright colors. The page for these garments was captioned with, "For biking ... vivid-colored PERMA-PREST® Shirts and Shorts". In addition to shirts (T-shirts and tank tops) and shorts, there were also brightly colored socks and a belt.

Most of the short pants offered by Sears, excpt those for little (pre-school) boys were realtively long styles, cut to be worn a 1-2 inches above the knee. The one style of short cut shorts we notice are bike shorts. Sears Summer catalog offered a wide biker shirts and shorts as well as accessories in bright colors. The page for these garments was captioned with, "For biking ... vivid-colored PERMA-PREST® Shirts and Shorts". In addition to shirts (T-shirts and tank tops) and shorts, there were also brightly colored socks and a belt.

Sears

Sears was the leading American chain department store in 1973. They also operated the latrgest mail order catalog. Sears dominance in American retailing was in the 1970s declining. The increasing popularity of malls an botique shops was a major factor.

Popularity

I am not sure how popular these biker shirts and shorts were. I do not recall seeing them being widely worn.

Garments

Sears in its Summer 1973 catalog hada line of biker clothes. I assume that biking must have received some public attention in 1973, but I have not details at this time. Most of the short pants offered by Sears, excpt those for little (pre-school) boys were realtively long styles, cut to be worn a 1-2 inches above the knee. The one style of short cut shorts we notice are bike shorts. Presumably they were seen more like gym shorts. Sears Summer catalog offered a wide biker shirts and shorts as well as accessories in bright colors. The page for these garments was captioned with, "For biking ... vivid-colored PERMA-PREST® Shirts and Shorts". In addition to shirts (T-shirts and tank tops) and shorts, there were also brightly colored socks and a belt. They were done in boys' (even 6-12) and students (14-24) sizes

Shirts

Sears offered brightly colored biker shirts in both T-shorts and tank tops. (Items 1 and 2 in figure 1). The ad copy read, "PERMA-PREST® biker-style rib-knit Tank Toos and shirts .. on-the-go fashion for active boys and students. Polyester and cotton knit blend won't straech or sag out of shape. Ribbed neck, armholes and bottom. Short sleeves shirts have ribbed tape neck. Hemmed sleeves and bottom. Colors stay bright even after repeated washings. A delight to care for .. no irioning necessary when machine washed, warm, and tumbled dried." The shirts cost $2.99 for boys' sizes and $3.49 for student sizes.

Shorts

The shirts and accessories were brightly colored, but the shorts themselves were only available in ancy and white. The ad copy read, "PERMA-PREST® biker-style shorts of wsoven Dacron* polyester and cotton. Two front patch pockets. Wide belt loops. Zip fly. Two side racer stripes in contrasting color. Hemmed bottoms. Machine was at warm temperature and tumble dry for no ironing." The shorts cost $2.99 for boys' sizes and $3.49 for student sizes.

Belt

A colorful vinyl belt was avaolable for the shorts. The ad copy read, "Tri-color vinyl Belt cleans with a damp cloth. Metal buckle. 1 3/4 inches wide." The two color combinations were 1) red, white, and navy and 2) red, white, and gold.

Socks

Colorful socks were also available. The ad copy read, "Terry cloth Socks of 65% hi-bulk Orlon* acrtlic for comfort and 35% streach nylon for a no-sag fit. Macine wash, warm."

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Created: 4:44 AM 6/30/04
Last updated: 4:44 AM 6/30/04