Figure 1.--This was one of the suits offered by Gratton's in 1949. |
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English mail order catalogs offer a very useful time line on changing fashion trends. English mail order catalogs and newspaper ads provide great detail on fashion trends. The available information suggest that most boys wore short pants, even during the winter. The availability and variety of clothing during the 1940s was of course strongly affected by World War II (1939-45) and its aftermath. Of course during the War, clothing was rationed and there was little need to advertise. We do still see some ads as well as pattern booklets. We are not yet entirely sure how the War affected the fashion industry and advertising. Britain helped win the War, but the country was virtually bankrupt as a result. And because of the Labour Government and Socialist reforms, shortages continued after the War, incredibly ino the 1950s. We have little information from stores during the 1940s, even the late 40s after the War. A reader has provided us an item from a Gratton's catalog. for suits.
We have found some 1940s catalog pages and adverisements which seem to be from the 1940s, but the year is not indicated. So the items re useful in understanding the 940s even if the precise year is not known. We always hope to eventually be able to identify the year, but even so, knowing that they date to the 40s is useful.
We do not know a great deal about pajamas yet. We do have a Weldon page with nighwear which like most pattern booklet is undated, but as copyrighted 1940 during World War II. We are not entirely sure how the War affected the clothing indusry. This was fairly early in the War and before things began to go badly wrong, depending on just when it was published in 1940. Weldon appers to be a pattern company. We note Wlson Fashion series that look like the 1920-50s to us, but do not know much about the company and have no company history yet. This page shows pajamas for boys 8-16 years of age. There are the standard striped pajamas as well as a fancy style with braided frogs. Notice that night shirts are no longer offered. Also ofered are bath robes called dressing gowns. And underwear for boys 7-10 years of age.
Here is an image from "Grattons" catalogue from 1949. I do not know much about the store at this time. We do not have the ad copy and thuds do not know what sizes they were done it. A British reader tells us, "It shows the sort of best suit my uncle Richard claimed he had to wear in the 30s (though they weren't bought from catalogues) and only had khaki or grey shorts for play." -- Bill. Another English reader writes, "The HBC Gratton catalog on HBC reminded me of the suit I'm wearing in one of my personal experiences pages. Nicely tailored shorts and double breasted jacket, with a hankerchief in the left breast pocket. Apart from the cap, I think I'm identically dressed like the boy in the Gratton illustration." -- Anthony
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