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This advertisement for Holeproof Hosiery dates from the 1920s, I think from 1924. The ad shows two boys roller skating, one of whom falls, thus damaging his black long stockings (standard wear for most schoolboys in the 1920s). A book detailing the history of the Holeproof Hosiery Company of Milwaukee, Wisconsin. The company made stockings for men, women, and children. But of course boys were the hardest on their hosiery, so this ad appeals to mothers who have the constant problem of darning the knees of boys' stockings or of replacing stockings that are too badly worn.
This advertisement for Holeproof Hosiery dates from the 1920s, I think from 1924. The ad shows two boys roller skating, one of whom falls, thus damaging his black long stockings (standard wear for most schoolboys in the 1920s). The source of the ad is not available. I suspect it appeared in some
magazine read by mothers such as Good Housekeeping or A book detailing the history of the Holeproof Hosiery Company of Milwaukee, Wisconsin.
Long stockings for boys and girls were still the standard wear for children of both genders in America during the early 1920s, especially during the winter months. Boys wore them with both short pants and knickers. Note that the boy in the image here no longer wears knee pants, common in the 1910s, but wears his long stockings with short pants. They are also tan rather than black. Although black stockings were still widely sold, the colors that were becoming increasingly popular were various shades of tan and brown. White stockings were also available in some cases. Presumably these
were worn mostly by girls or by young boys for quite formal or dress-up occasions. Although both girls and boys often wore the same kind of stockings (most stockings on offer were unisex), some were specifically designed to appeal to either boys or girls (as in this advertisement).
The ad copy read, "Holeproofs wear for a long, long time.
"Don't worry When they wear Holeproofs.
Boy-proof hose have never yet been made and probably never will be.
But many thousands of mothers have found that Holeproof meets boys' and
girls' needs in a most unusual manner. Special knitting methods and
super-strength yarns make Holeproof outwear ordinary hose nearly two to
one. Thus these mothers save both time and expense. Stout ribbed
Holeproofs for children. For the grown-ups, pure silk, silk faced and
lusterized Lisle. All staple and fancy endings. The Holeproof label
identifies the genuine. Be sure to ask for it
Holeproof Hosiery Company
Milwaukee, Wisconsin."
Navigate the Boys' Historical Clothing catalog/magazine pages: Navigate the Boys' Historical Clothing Web Site: Navigate the Boys' Historical Clothing Web Site:
Holeproof Hosiery Company
Gender
The company made stockings for men, women, and children. But of course boys were the hardest on their hosiery, so this ad appeals to mothers who have the constant problem of darning the knees of boys' stockings or of replacing stockings that are too badly worn.
Long Stockings in America during the 1920s
Ad Copy
HBC
[Return to the Main American mail order 1924 page]
[Return to the Main American mail order 1920s page]
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Created: 9:59 AM 6/20/2007
Last updated: 9:59 AM 6/20/2007
