Figure 1.--We notice one store offering a summer Norfolk suit with an associated hat and underwear, It was fairly common at the time to offer complete sets which could be purchased separately or as a set. This ad for boys clothes in 1918 appeared in the 'Pueblo Chieftan', Pueblo, Colorado, on May 25, 1918, page 5. The local store involved was the Crews-Beggs Co., which was a family clothing store in Pueblo. The ad features six different items of boys' clothing--military hats, blouse, jacket, military pants, worsted knickers, and underwear.

We notice one store offering a summer Norfolk suit with an associated hat and underwear, It was fairly common at the time to offer complete sets which could be purchased separately or as a set. This ad for boys clothes in 1918 appeared in the Pueblo Chieftan, Pueblo, Colorado, on May 25, 1918, page 5. The local store involved was the Crews-Beggs Co., which was a family clothing store in Pueblo. The ad features four different items of boys' clothing--military hats, blouse, jacket, military pants, worsted knickers, and underwear. The military clothing seems to have been popular with boys, surely because America was at war with Germany at the time. In fact when this ad was being pubished, American units had just begun to go into combat on the Western Front.

Newspaper Ads

This ad for boys clothes in 1918 appeared in the Pueblo Chieftan, Pueblo, Colorado, on May 25, 1918, page 5. Local newspaper advertising was the principal form of advertising for stores. There was not yet even radio advertising.

Crews-Beggs Co.

We notice one store offering a summer Norfolk suit with an associated hat and underwear, The local store involved was the Crews-Beggs Co., which was a family clothing store in Pueblo.

Norfolk Suits

One of the more popular styles for boys until recent years has been the Norfolk jacket. It was, however, not exclusively a boy's style. It was developed for the Duke oF Norfolk during the early 19th century for country outings. It was initially worn without matching trousers. Instead knickers were worn. it was widely worn by boys from the 1870s to the 1930s. The Norfolk jacket was most popular in England, but widely worn in America as well--at least by boys.

Sets

It was fairly common at the time to offer complete sets which could be purchased separately or as a set. The ad features four different items of boys' clothing--military hats, military pants, worsted knickers, and underwear. Curiously, the Norfolk jacket itself is not mentioned.

World War I (1914-18)

The military clothing seems to have been popular with boys, surely because America was at war with Germany at the time. America had declared war on Germany the previous year (april 1917). But it took a year to begin creating a large army, train and equip it, and transport it to France. In fact when this ad was being pubished, American units had just begun to go into combat on the Western Front. American families at the time in the same newapaper this ad appeared in would have been following the fighting on the Wesrn Front.

Items Offered

The illustration shows a boy wearing a spring Norfolk style suit with knickers and ankle (probanly three-quarter) socks. The boy of about 10 years. He wears an Eton collar and has on a brimmed spring hat with a band around the crown. I'm not sure what he is holding in his hand. It looks like a dog collar with a leash attached. Here is the text of the ad with the four different items:

Military hats

The ad copy read, "Boys' Military Hats $1.39. The most popular hat with boys of all ages today--olive drab color, peak crown, chin string, and air vents in each dent; regular army style. Sizes 6 1/2 to 7 1/2 at $1.39." The hat doesn't look much like a military hat. A reader ads, "It is obvious, for instance, that the boy's hat is not related to the "military hats" which are referred to as having a peak and a chin strap."

Norfolk jacket

The ad copy read, "Boys' Stonewall Wash Suits 89 cents. Cute models in non-fading materials are always found in "Stonewall" Wash Suits. And at the price they are offered, you can always dress your boy cheaper, almost one-half less than in overalls, and i.e. will always be 'dressed up'--light and dark materials in Middy or Jr. Belted Norfolk models: ages 2 to 8 89 cents."

Blouse

The ad cooy read, "Boys' Khaki Blouses 75 cents. Everything is "MILITARY" these days, and especially with the boys--why not please them--buy Khaki Blouses that will "NOT FADE". They are excellent for school or every-day wear. All ages at each, 75 cents."

Military pants

The ad copy read, "Boys' Military Pants $1.75. Real military cut khaki pants for boys, full peg, lace below the knee--inexpensive but long wearing--for school or vacation wear--any size, pair $1.75."

Worsted knickers

The ad copy read, "Boys' All-Wool Worsted Knickers $2.50. If you want your boy to look "HIS BEST" this summer--buy him a pair of these truly high grade, all wool worsted knickerbockers, any shade of gray, light, dark, or medium dark, also browns, in fancy stripes and check patterns--exclusive, yes; all ages $2.50."

Underwear

The adcopy read, "Boys' Underwear 65 cents. The coolest summer unions for boys [i.e. waist union suits]--only the best nainsook used in their making; garter loops [i.e., tape loops for attaching hose supporters for long stockings], and buttons [i.e., waist buttons for attaching trousers], easily washed and are just "like Dad's"--no sleeves, knee length, any age; suit 65 cents." A major adverising line at the time was garments "like dad's". We see that used a lot in the caralogs and adverisements.

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Created: 8:24 PM 3/15/2010
Last updated: 7:54 AM 3/23/2010