Figure 1.--Here are the linnen sleepwear that E. Frette offered for younger boys (age 2-9 years old) in 1928. We see two styles, boith might shirts and pajamas. E. Frette had a reputation for quality linnens. We are not sure about the translation of 'biancheria maschietti', but believe it is something like white linnens for little boys.

Italian mail order catalogs and newspaper advertisements offer a very useful time line on changing fashion trends. The first mail order catalog we are aware of is E. Frette (1866). We have no 19th century information. We suspect that some Department stores hmay have had catalogs. We have some E. Frette catalig pages (1920s). After World War II in the post-War era, Postal Market was established (1959). It became the largest mail order compamy in Italy. It has since been prchased by a large German compamy. We do not know to what extent catalogs from neighboring countries could be used. Fashions magazines were also of some importance. HBC has begun collect mail order pages, but at this time have only a few such pages. Advertisements appeared in the newspapers before the first mail order catalogs appeared.

The 19th Century

The 1860s

The 1870s

The 1880s

The first mail order catalog we are aware of is E. Frette (1866). We have no 19th century information from the company or other Italian companies.

The 1890s

The 20th Century

The 1900s

The 1910s

The 1920s

A reader has provided some pages from the 1928 E. Frette catalog. The company specialized in quality linnen items including clothing. One page offered white linnens for younger boys 2-9 years old. The catalog is notable for the fact that much of it is devoted to minor price increases for vert small size increases. As was the case of some other European catalogs, the sizes are expressed in a lenngth measure (centimeters) and not ages. The height is not the height of the boy, but the height of the garment. The page offers both sleepwear and underwear. The sleepwear is both pajamas and night shirts. The underwear is both a romper-style combination and an undershirt and underpants set.

The 1930s

The 1940s

The 1950s

After World War II in the post-War era, Postal Market was established (1959). It became the largest mail order compamy in Italy.

The 1960s

The 1970s

The 1980s

The 1990s

The giant German mail order giant Otto Versand, the world's largest mail order compamy gained control of Postal Market (1993). The German group managed the catalog (until 1998). Apparently the opertatioin dfid not go well. We are not sure wehy, we suspect the Italian postal service was a factor. There were a series of layoffs bringing Postal Market to the verge of bankruptcy. Postal market was taken over by Senator Eugenio Filograna, who envisioned a radical renewal of the company and shiting oprtaiins to the Internet.

The 21st Century

The 2000s

An Italian botique offered these outfits in 2002 for the holiday season. The children wear coordinated outfits with green plaid material. Plaid is a popular pattern for holiday clothing. Notice the older boy's short hair cut.

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Created: November 28, 2002
Last updated: 3:49 PM 9/1/2020