Eaton's Suits (1940)


Figure 1.--Eatons was Canada's most important catalog and depatment store chain. We note an Eaton's ad in the Spring-Summer 1939 catalog which offered various suits with short pants, knickers, and long pants. Eatons refers to longs (long trousers), "Bloomer" pants (knickers), and "knee pants" (short trousers) in Canada, even as late as 1940.

Eatons was Canada's most important catalog and depatment store chain. We note an Eaton's ad in the Spring-Summer 1939 catalog which offered various suits with short pants, knickers, and long pants. Eatons refers to longs (long trousers), "Bloomer" pants (knickers), and "knee pants" (short trousers) in Canada, even as late as 1940. The catalog in this item was published in early 1939, a few months before World War II broke out in Europe. The age range for these suits is 4-12 years, depending on the type.

Eatons

This ad comes from the Eaton Spring and Summer catalog for 1940, p. 120. T. Eaton is Canada's most important department store and mail-order catalog. This Canadian retailer began publishing mailorder catalogs in 1881, at least that is we begin noticing them. We have catalogs from the 1970s, although we do not know about the company's current status. The 1970s catalgs were full of clothes which look like American styles. Timothy Eaton, founder of the huge all-Canadian department store chain bearing his name, was an Irish immigrant born on a tennant farm in northern Ireland. He was born in 1834 and followed his brothers to Canada in 1854

World War II

The catalog in this item was published in early 1939, a few months before World War II broke out in Europe. Canada loyally followed Britain. The British of course had to implement very stringent rationing. I'm not sure to the extent that rationing was introduced in Canada. I doubt if food rationing was implemented or very severe. Other materials such as rubber probably had to be rationed. I'm less sure about clothing.

Garment Terminology

We had always thought of Canada as being influenced by the U.S. fashion industry. The terms used for these suits seem quite different than the terms being used in the United States. Eatons refers to longs which is a term used in the States. It refers to "bloomer" pants rather than knickers which was the U.S. term. We are not sure if the term "bloomer was commonly used in Canada or if this is just an exception. Eaton also uses "knee pants" for short trousers. This was a term formerly used, but not very common in the States by 1939.

Suits

This is an interesting ad for boys' suits, showing both single breasted and double breasted jackets and three different three different kinds of trousers--longs trousers (long trousers), "bloomer" pants (knickers), and "knee pants (short trousers).

Long trousers suit

The size range here is from 6 to 12 years. I didn't realize that boys as young as 6 years could wear long trousers for dress-up suits, but I guess a few avant garde parents allowed it. In the illustration the boy seems about 12. Note that he is not wearing a belt, which probably means that the trousers are held up by suspenders, which were sold for boys in the same catalogue. The trousers, however, are made with "belt loops" so that the boy could wear a belt if he chose. It is interesting that although this suit uses more material than the other two models because of the long trousers, it sells for more than a dollar less than the knicker and short pants suits. Perhaps the quality of the material was different. The ad copy read, "Boys' Blue Sport Suit--Outstanding Value! Your boy would get a lot of wear from a Suit like this. Made of Blue Wool and Cotton Cheviot on single-breasted style showing fancy yoke, two knife pleats and half belt at back. It's a Star Special too, which is your assurance that it is an outstanding value at this price. Coat is unlined and the longs have belt loops, regular pockets and cuff bottoms. Sizes 24 to 30, for 6 to 12 years. [Note: 24 and 30 are chest sizes.] 94-1344. Star Special, price, delivered $2.98."

Knicker suit

The knicker suit, which is double breasted instead of single breasted, is considerably more expensive than the long pants suit, but it is only available for boys between 4 and 10 years old. The boy in the illustration looks as though he is about 9. The ad copy read, "Junior Style Blue Cheviot. The little lad nearly always looks well in Blue and it is so suitable for most occasions. Tailored on novelty back style from Blue Wool and Cotton Cheviot, these suits are double breasted, have Venetian linings and regular-style Golf Bloomers with All-Wool knitted band at knees. Be sure to state correct size. Sizes 22 to 28, for 4 to 10 years. 94-1321, Delivered $4.35."

Short pants suit

The third suit is also double breasted but comes with two pairs of trousers-- one pair of shorts (here called "Knee Pants") and one pair of "golf-style Bloomers" or knickers. The fact that the purchaser of this suit--the most expensive of the three--gets two pairs of trousers in two different styles seems to have some interesting sociological implications. For dressier occasions the boy, apparently about 8 or 9, would wear the short pants with long stockings (as is shown in the illustration); but for sportier or more informal events, he could wear the golf-style knickers. I suspect that the advertiser here is trying to satisfy both the boy's mother (who would prefer the short trousers with long stockings for the dressy, rather upper-class look) and the boy (who would prefer to wear the more informal and perhaps more commonly worn knickers--probably with knee socks although not necessarily, since knickers were sometimes also worn with long stockings). The ad copy read, "Two-Pant Junior Suit. Exceptional value in Blue Wool and Cotton Suits for Junior. Double-breasted style, tailored with fancy sports back and serviceably lined throughout. Mothers with active boys to clothe will welcome the Golf-style Bloomers and regular Knee Pants that complete these suits. Golf Bloomers have All-Wool knitted band at knees. Sizes 22 to 28, for 4 to 10 years. 94-1320. Price, delivered $5.50."







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Created: 10:43 AM 11/18/2005
Last updated: 10:43 AM 11/18/2005