Figure 1.--Here we have a page from the Grand magasins Jelmoli in 1938. This page in the Summer cayalog offered a variety of suits and pants for boys. Here are knickers offered with a variety of suits and cpats.
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Figure 1.--Here we have a page from the Grand magasins Jelmoli in 1938. This page in the Summer cayalog offered a variety of suits and pants for boys. Here are knickers offered with a variety of suits and cpats. |
The boys' pants here are all short pants. Some boys' suits were doe with knickes. We also notice a pair of knickers Jelmoli offered on the suits page, They were done in sizes 5-16 years. I think for the most part, younger boys in 1938 would have worn knickers only during the winter.
We note a catalog form the Grand magasins Jelmoli. Grand magasins Jelmoli has for many years been the flagship department store chain of Switzerland. Johann Peter Jelmoli-Ciolina founded founded the store in 1938 by . Ciolina must have been the maiden name of his wife. He was from the Swiss-italian section of Switerland. The company has always been headquartered in Zurich where the flag-ship department store was opened. It opened branches throughout Switrzerland, but a few years back it sold or closed all its branches and only kept the large store in Zurich. I would say it was always an "up-scale" department store. The catalog-department was a very small part of their operations and the catalogs carried a very small amount of merchandise, compared to what was available in their stores. The catalog-department was added in 1899.
The boys' pants here are all short pants. Some boys' suits were doe with knickes. We also notice a pair of knickers Jelmoli offered on the suits page, They were done in sizes 5-16 years. I think for the most part, younger boys in 1938 would have worn knickers only during the winter. The Jelmoli ad copy read, "Knickerbockerhose aus solidem Sportstoff, englisch gemusterte Noppendessins, gefuettert, gruenlich, braun, grau oder graublau. Alter 5 – 16 Jahre." This means, "Knickerbocker trousers of solid sport material, English examined burl the in, lined, greenish, brown, grey or grey-blue. Age 5-16 years".
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