Figure 1.--Algots was the most important Swedish clothing manufacturer. Here we see some of the snowsuits they offered in 1940.
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Figure 1.--Algots was the most important Swedish clothing manufacturer. Here we see some of the snowsuits they offered in 1940. |
Mail order catalogs chronicle trends in fashions. Here we see fashions trends during the 1940s which included World War II. Sweden was a small island of neutrality during the War. Afterwards for much of the 1940s the economy was impacted by the effects of the War, only in the late 1940s did the European economies begin to reciver in ernest.
World War II raged around Sweden in 1940. First the Soviet Union attacked Finland to the east in the Winter War (1939-40). Then the NAZIs attacked and occupied Denmark to the south and Norway to the west. It looked like Sweden would be next. The most important clothing manufacturer was Algots. Here we an Algots magazine advertisement which appeared in 1940. Unfortunately the scan is not detailed enough to allow us to read the ad copy. We see a mix of boys and gurls outfits for both warm and cold weather. Another ad shows winter snow suits. Notice the bright colors being used for the snowsuits.
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