Figure 1.-- 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. Curiously the boy in shorts is pictured wearing leather shoes without socks. This is rather unusual, almost as if he was wearing long stockings. |
Swedish mail order catalogs and newspaper advertisements offer a very useful time line on changing fashion trends. I am not sure precisely when mail order catalogs first appeared in Sweden nor the companies involved. I believe that they were initially an American inovation, but we note German companies active throughout Europe at least by World War II. Tghere were of course a range of clothing advertized in Swedish publications. HBC has begun collect mail order pages nd advertisements.
We note an ad for kneepants sailor suits I think by O. Williamson, Boras., which I think meand Brothers. The ad is for boys from age 3-10 years. We are not sure about the date, but believes that it comes from the 1900s.
We have found a magazine illustration showing three middy blouse sailor suits with matching soft caps. It is undated, but looks to us like it came from the 1910s. It was not a catalog, but a magazine. It may have been a pattern magazine. Here we are not sure.
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.
At this time we only have an advertisement from the back page of an old "Donald Duck" comic book published in Sweden. The ad is from August 1969 and shows the fashion that was coming that fall! The manufacturer was Algotsīs, which
was the biggest company in Sweden for childrensī clothes. They disapeared during the 1970s, when it became unprofitable to make clothes in Sweden and cheaper to import them from Korea and elsewhere! The boy with the very red jacket shows a very popular garment, even though that type of red wasnīt too popular! A reader writes, "I remember them myself - I had a similar one (I was 14 years old that summer!), but in blue! The material was some kind of synthetic fabric, almost like vinyl-coating or PVC! Since we are almost at the beginning of the 70s, boys and girls are dressed almost the same, as you can see! The word was "uni-sex fashion"! At the bottom of the ad you can also see the Royal crest, showing that
they were delivering clothes to the Royal family. At the same time, in Sweden, jeans with "bell-bottoms", were very popular (as they are today), but at that "era" the trousers had a "V", separating the lower bell-shaped part of the legs from the higher part
(around your thighs)! Actually, the V-seam was visible due to the use of cotton-thread in a contrast colour (e.g. on blue jeans, the "V" was "marked" with white cotton-thread)."
Navigate the Boys' Historical Clothing catalog/magazine pages:
[Return to the Main Swedish mail order page]
[Main photo/publishing page]
[Store catalogs]
[Fashion magazines]
Navigate the Boys' Historical Clothing Web Site:
[Return to the Main Swedish page]
[Introduction]
[Activities]
[Bibliographies]
[Biographies]
[Chronology]
[Clothing styles]
[Countries]
[Bibliographies]
[Contributions]
[FAQs]
[Glossaries]
[Satellite sites]
[Tools]
[Boys' Clothing Home]
Navigate the Boys' Historical Clothing Web Site:
[Sailor hats]
[Sailor suits]
[Buster Brown suits]
[School uniform]
[Eton suits]
[Rompers]
[Tunics]
[Smocks]
[Pinafores]