Figure 1.--We note a Eaton's 1942 ad for long stockings which still seem popular in Canada. Both knickers and long stockings were rapidly going out of style in America at the time. Here is the Eaton's Spring-Summer 1942 catalog advertisement for long stockings. The ad copy is reproduced below. |
We note a Eaton's 1942 ad for long stockings which still seem popular in Canada. Both knickers and long stockings were rapidly going out of style in America at the time. This Eaton's ad for Spring-Summer, 1942, illustrates that long stockings were not only a winter style in Canada but were worn (perhaps on chilly days) in April and May. The boy flying a kite suggests even March. But of course long stockings were also worn for formality as well as worth. The colors are interesting. Black continues to be
available in the stockings made specifically for boys. Beige in various shades seems to dominate. We also have "Rose Beige"--a color that might have been aimed more at girls than at boys because of the flesh tones.
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. His brothers had opened a small dty goods store in St. Marys. Timothy Eaton began his business with a small dry goods business in Toronto during 1869. He built a giant retail store in Ontario’s capital city along with a country-wide mail-order business and a big new branch store in Winnipeg, by the time of his death in 1907. The Winnipeg branch was the first of many branches. Eaton Company business establishments eventually spread all across Canada when Timothy’s family successors extended the Eaton empire. Timothy masterminded the company during the crucial period of its early
development, spanning nearly 40 years. It was Timothy who implemented the concept of the "Department Store", in Canada, a concept which were already flourishing in London, Paris, and New York.
HBC has noted several images of Canadian boys wearing long stockings. This appears to have been quite similar to American patterns in the late 19th century. HBC has noted that some Canadian boys continued wearing long stockings in the 20th century when many American boys began wearing short socks and kneesocks. In particular Canadian boys appear to have worn longstockings for dress occasions. This appears to have been more prevalent among French Canadians than English Canadians.
Knickers rapidly disappeared in America during the early 1940s. This process was also ar work in Canada, but does not seem to have transpired as rapidly. The fact that knickers were worn longer in Canada is one reason that long stockings persisted longer there.
This Eaton's ad for Spring-Summer, 1942, illustrates that long stockings were not only a winter style in Canada but were worn (perhaps on chilly days) in April and May. The boy flying a kite suggests even March. But of course long stockings were also worn for formality as well as worth.
I suspect that climate was not the only consideration for the appeal of
long stockings. Many mothers in conservative areas wanted their sons
to wear short trousers (the Canadians continued to refer to them as
"knee pants" long after this term had disappeared in the United States)
throughout the year. We notice, for instance, that "knee pants" (i.e.
shorts) continued to be advertised in Canada for boys up through the
age of 12 even in the winter catalogs, which was not the case in the
U.S. Long stockings were considered to be dressier than ankle or knee
socks and thus especially appropriate for church, school, and other
somewhat formal situations. Older boys sometimes wore knickers or the
more form-fitting breeches during this period and may, perhaps, have
worn them with long stockings although the catalogs advertised knee
socks as appropriate for below-the-knee trousers.
This ad shows a boy flying a kite and a girl leaning on her bicycle. Both are wearing long stockings--the boy with somewhat longer shorts than the boy in the Winter 1941-42 ad. The illustration suggests that Canadian children wore long stockings with shorts both for school and for play.
It is also worth noting that both catalogs (i.e., Fall-Winter and Spring-Summer, 1941-42) also a dvertise a greater variety of hose supporters, underwaists, and garter waists than had been the case in earlier catalogs. Many of these undergarments, especially the underwaists, had been designated as specifically for girls or children no older than six in the early 1930s in Canada, but now the
underwaists become less gender specific. The ads often refer to the underwaists and garter waists as appropriate for "youngsters" rather than specifically for "girls,".
The long stockings here are made for children as old as 12 or even 14. So a minor cultural shift seems to be reflected in these advertisements. Note that these stockings come in sizes up to 10, which means that the larger sizes would fit the legs of teenagers.
The colors are interesting. Black continues to be
available in the stockings made specifically for boys. Beige in various shades seems to dominate. We also have "Rose Beige"--a color that might have been aimed more at girls than at boys because of the flesh tones.
The ad copy for the 1942 Eaton's Spring and Summer catalog, 1942, p. 102 offered four different types of long stockings.
The ad copy read, "420-205. These are heavier-than-usual weight for those energetic
Boys who are so hard on stockings. Strong Cotton yarns are used to knit them
in 1 and 1 rib, with plain knit feet. These are durable and very popular
stockings for active children.
Colors: Fawn or Black only.
Sizes: 6, 6 1/2, 7, 7 1/2. Price, pair 29 c.
Sizes 8, 8 1/2, 9, 9 1/2, 10 State size and color. Price, pair 35 c." [HBC note: These stockings are only for boys. Notice that the colors are limited to tan (fawn) and black. Black stockings were still worn for dressy occasions such as First Communions.]
The ad copy read, "420-200. Suitable for Infants and Children. Legs are in a
stretchy neat-looking 1 and 1 rib and plain knit feet. They're of medium weight Cotton and splendid value at prices quoted. They are dressy looking
and very serviceable. Colors: Fawn; Black; White. State size and color.
Sizes 4 1/2, 5, 5 1/2 Per pair 15 c. Sizes 6, 6 1/2, 7, 7 1/2 Per pair 19 c. Sizes 8, 8 1/2, 9, 9 1/2, 10 Pair 23 c."
The ad copy read, "420-203 Infants' and Children's fine mercerized
Cotton Lisle Hose are made with legs in a clinging snug-fitting 1 and 1 rib
with plain knit seamless feet. They're dressy in appearance and will give
splendid service. Colors: White; Mid Beige; Rose Beige. State size and color wanted.
Sizes 4, 4 1/2, 5, 5 1/2 Pair 29 c. Sizes 6, 6 1/2, 7, 7 1/2 Pair 33 c. Sizes 8, 8 1/2, 9, 9 1/2, 10 Pair 37 c." [HBC Note: The colors here are interesting also. White would be worn principally by girls and younger boys. Rose Beige (apparently an imitation of flesh color) would probably appeal more to girls than to boys.]
The ad copy read, "420-212. Infants, Children or Misses wear these long, finely ribbed stockings
proudly! The legs are of Rayon plated over Cotton with reinforced heels and
toes to give added wear. Plain, seamless feet. Colors: White; Interlude (mid Beige); Mosque (rose beige). Sizes: 4, 4 1/2, 5, 5 1/2, 6, 6 1/2 Price per pair 30 c. Sizes 7, 7 1/2, 8, 8 1/2, 9, 9 1/2, 10 Price per pair 35 c." [HBC note: Notice the rather fancy color names—-a feminine touch, probably. Also notice that Rayon was available for consumer use even during World War II.]
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