Figure 1.--Here is an advertisement for Hickory Garters similar to the other 1916 Hickory Garter we have archived on HBC. Both took a humerous approach. It shows a boy and girl discussing the fact that their mothers have bought them Hickory pin-on hose supporters for their long stockings, which virtually all American children of both genders wore in 1916. Notice that in this case both children are wearing white long stockings with black elastic hose supporters, clearly displayed on the boy's leg. The ad presents an imaginary dialogue between the girl and the boy who are taking the roles of teacher (the girl) and pupil (the boy) in school.

Here is an similar advertisement for Hickory Garters that also took a humerous approach. This one appeared in the Pictorial Review during 1916. It shows a boy and girl discussing the fact that their mothers have bought them Hickory pin-on hose supporters for their long stockings, which virtually all American children of both genders wore in 1916. Notice that in this case both children are wearing white long stockings with black elastic hose supporters, clearly displayed on the boy's leg. Hickory supporters were probably the most widely advertised of any in the United States. Advertisements for them appeared almost everywhere--in popular magazines, in local newspapers, in mail order catalogues and on placards in dry goods stores and department stores throughout the nation. Hickory garters could be purchased at Five-and-Ten-Cent Stores, because their price was often as low as 15 cents and rarely went above 25 cents. The Hickory brand (made by Stein & Co. in Chicago) also extended to other products, perhaps most prominently Hickory underwaists which were designed to be worn with the garters and which had pin-tubes at the side for the safety-pin attachment at the top of the garters. The ad presents an imaginary dialogue between the girl and the boy who are taking the roles of teacher (the girl) and pupil (the boy) in school.

Humerous Advertisement

Here is an advertisement for Hickory Garters similar to the other 1916 Hickory Garter we have archived on HBC. Both took a humerous approach. It shows a boy and girl discussing the fact that their mothers have bought them Hickory pin-on hose supporters for their long stockings, which virtually all American children of both genders wore in 1916. Notice that in this case both children are wearing white long stockings with black elastic hose supporters, clearly displayed on the boy's leg. The ad presents an imaginary dialogue between the girl and the boy who are taking the roles of teacher (the girl) and pupil (the boy) in school.

Pictorial Review

This advertisement appeared in the Pictorial Review during 1916. The Pictorial Review was a magazine founded to market William Paul Ahnelt's American Fashion Company's patterns. The first edition was published September 1899. It gradually evolved into a respected fashion/woman's magazine with much more than just home sewing patterns. It became one of the major American women's magazines (1920s). As the magazine developed, it came to include a mixture of excellent fiction, women and children issues, homemaking and recipe ideas, fashions of the time, and advertising. The magazine came to fear\ture a beautifully sone cover by important illustrators. A popular feature was the Dolly Dingel paper dolls. It was a little treat mothers could give to their daughters. The circulation peaked at 2.5 million copies (1931). The publisher sold the magazine to its Vice President, Adman George S. Fowler (1936). Fowler merged it with The Delineator, another fashion magazine with patterns. Only 2 years later the combined magazine closed down (1939).

Seasonality

We do not have the date of the Pictorial Review issue, but suspect that this issue would have been August or September because of the emphasis on the garters as wear for school children. August and September of course were the months when mothers were outfitting boys and girls for school. But of course in 1916 many children wore long stockings all year round (especially older boys who wore above-the-knee knickers).

Hickory Garters

Hickory supporters were probably the most widely advertised of any in the United States. Advertisements for them appeared almost everywhere--in popular magazines, in local newspapers, in mail order catalogues and on placards in dry goods stores and department stores throughout the nation. Hickory garters could be purchased at Five-and-Ten-Cent Stores, because their price was often as low as 15 cents and rarely went above 25 cents. The Hickory brand (made by Stein & Co. in Chicago) also extended to other products, perhaps most prominently Hickory underwaists which were designed to be worn with the garters and which had pin-tubes at the side for the safety-pin attachment at the top of the garters. Hickory supporters were made in even sizes for children from 2 to 14 years. They were also made for women and and older teenage girls.

Ad Copy

Here is the ad copy text, ""Let's play school! Bobby, what are the best children's garters?" "Hickory!--'cause the patent rubber clasp saves darnin', pin is strong and rustless and the buckles is easy to adjust." "My! but you know your garter lesson well." "I oughta, Mother's always talkin' about these garters to other folks." Send 15 cents for a trial pair; give child's age.

Features

The girl asks what the best garters are, and the boy immediately responds with the correct brand name, Hickory, and then lists three particular advantages of the garters: (1) they have rubber button clasps so that the tops of the stockings will not be torn as with older brands which had metal buttons; (2) the safety-pin attachment at the top is very strong and won't bend with the tugging of the garters during strenuous play; the pin is also rust-proof, which means that the metal won't corrode with moisture (implying that Hickory garters can be put into the washing machine without damage to the metal parts); (3) the buckle for adjusting the length of the supporter straps is easy for small fingers to manipulate, so that the garters will hold the stockings firmly and tautly in place without being either too loose or too tight for comfort.

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Created: 2:43 AM 11/1/2010
Last updated: 3:21 PM 11/1/2010