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Here is an advertisement for Dubbelbilt Boy's clothes that appeared in The Ladies Home Journal (April 1919) p. 169. There is a great deal of specificity about the details and features of the clothing offered. Dubbelbilt appears to have appealed mainly to the requirement that boys' clothes be sturdily built (hence the brandname, Dubbelbilt) and also to the need for economic pricing. The firm, in addition to its regular price line, had a "special Economy Grade" of boys' suits. The
age range is from 6 to 18 years. Interestingly, suits for this age group entirely exclude long trousers, offering only "knickers".
Here is an advertisement for Dubbelbilt Boy's clothes that appeared in The Ladies Home Journal (April 1919) p. 169. As the oldest still publishing, most respected women's service magazine in the country, The Ladies' Home Journal has always focused on issues of crucial importance to millions of women. Since its first issue in December 1883. This long history make The Ladies Home Journal and invaluable source of information on American fashion trends. Its covered an incredibly wide range of topics beyond just fashion, from the latest medical research and consumer news to parenting know-how, workplace survival, good skincare, nutrition facts and much, much more. It was The Ladies Home Journal who sucessfully merged the elements and produced the right formula, becoming the top ladies magazine in America. The Ladies' Home Journal both empowered women and applauded their growing power. We also notice patterns offered in the magazine.
W do not know much about the Dunnlebilr Boys' Clothing Compsny, except that it was located in New Yorl. The firm, in addition to its regular price line, had a "special Economy Grade" of boys' suits. The company advises interested clients, "Write for beautiful Folder, with styles, patterns, and full explanation of DUBBELBILT's points of
supremacy. Dubbelbilt Boys' Clothes, Inc. Broadway at 11th Street.
Dept. L. New York City. Look for trademarked DUBBELBILT label in every suit."
The age range is from 6 to 18 years. Interestingly, suits for this age group entirely exclude long trousers, offering only "knickers". A reader writes, "In
1919 it would have been unusual for any boy 18 or younger to wear long
trousers, which meant that, in most cases, knickers were worn
throughout high school." I'm not sure that is quite correct. We not teenagers commonly wearing knickers in the early 20th century, but we notice older teen wearing long pants as well.
There is a great deal of specificity about the details and features of the clothing offered. Dubbelbilt appears to have appealed mainly to the requirement that boys' clothes be sturdily built (hence the brandname, Dubbelbilt) and also to the need for economic pricing. This ad gives a list of particular features
for both "The Coat" and "The Knickers" of boys' suits, emphasizing
durability and strength. And the firm guarantees to repair without
charge "any rip, hole or tear that shows within 6 months" of
purchase. This guarantee is not quite so inclusive as that offered by
the competing Wearpledge line of boys clothes, advertised the same year
in Ladies Home Journal, but it is nevertheless impressive. Diagrams at
the upper right show the particular points at which the jacket and
knickers have reinforcement or other points of strength. The ad copy read, "
"These 20 Points of Strength and Service Have Made Dubbelbilt Suits for
Boys Famous from Coast to Coast.
1. "Cravenette" finished--resists water.
2. Specially shrunk canvas--retains shape.
3. Special hair cloth--non-breakable front.
4. Double interlocking seams--prevent ripping.
5. Reinforced elbows--protects against wear.
6. Hand-felled collar--hugs the neck.
7. Secially secured pockets--rip proof.
8. Mechanically sewn buttons--can't come off.
9. "Walcloth" special fabrics--insure wear.
10. Double sewn pockets--double strength.
11. Repair Kit--for making patches, etc.
12. "Cravenette" Finished--resists water.
13. Specially constructed lining with finished seams--sanitary.
14. Reinforced double seat--proof against wear.
15. Reinforced double knee--proof against wear.
16. Specially interlocking seams--prevent ripping.
17. Double sewn pockets--proof against holes.
18. Specially riveted buttons--can't come off.
19. "Governor" Fasteners--insure fit at knee.
20. Double bar-tacked pockets--rip proof.
Priced $15.75 and $19.75 [apparently for differences in age, fabric and
style].
Also the special Economy Grade at $12.75. In sizes 6 6o 18 years. Ask
your local clothier for DUBBELBILT--mention particularly No 7180--our
famous all wool blue serge. Price $15.75. If he hasn't it, send us
money order and tell us size needed. We'll forward suit to you direct
or through your local clothier."
The company by advertising in The Ladies Home Journal was probably not expecting to receive a lot of mail orders for suits. Rther they probably wanted poteantial clients for ask local; stores for the brand. The company advises merchants, "We have prepared a few sample shipments of Spring DUBBELBILT Suits. Perhaps we can send you a test assortment on approval. Write us at once." We are not ure what kind of store would market the suits, we are guessing a men and boy's store.
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