Figure 1.-- We note elastic being sold for various garments, but the purpose was always support. A Nufashond elastic advertisement appeared in the "Ladies Home Journal" (July 1924). Elastic was more used in girls than boys clothing, but we find it in both. Elastic sold by itself was for home sewers. Mothers bought elastic for all sorts of purposes, especially, I think, for sewing children's clothes. It was used, for instance, in girls' bloomers, which some mothers actually made at home(or repaired at home). They also used it for making garters to hold up boys' knee socks. It is interesting that hose supporters figure symbolically when elastic was advertised. Notice the clasp of the girl's supporter showing in the illustration for Nufashond Elastic.

We note elastic being sold for various garments, but the purpose was always support. A Nufashond elastic advertisement appeared in the Ladies Home Journal (July 1924). Elastic was more used in girls than boys clothing, but we find it in both. Elastic sold by itself was for home sewers.

Nufashond

All we know about the Nufashond company at this time is thsat they were acrive in the 1920s and located in Reading, Pennsylvania.

Ladies Home Journal

HBC has founnd advertisements in major magazines like The Ladies Home Journal and . These adverisements are easy to find as many libraries have collections of the magaazines. This ad appeared in the Ladies Home Journal (July 1924) on page 115. 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.

Elastic

Elastic is a fabric is one which has been made elastic (capable of returing to its own length or shape after being streached). This is normally done by adding strips of rubber. Elastic appeared in the early 19th century. It was invented by Thomas Hancock. Hancock was an English inventor who was the moving force in founded the British rubber industry. All rubber at the time was natural rubber harvested in tropical countries. Hancock in 1820 obtained a patent for elastic fastenings. He used them for for gloves, suspenders, shoes, and stockings. He also invented a machine he called the masticator. After he began producing elastic fabrics he found that in in cutting rubber he was wasting large quantities of the expensive imported raw material. The mastucar allowed him to use the scaraps from the manufacturing process. The masticaror shredded rubber scraps. The rubber could then be recycled. We notice elastic being used for suspenders and pants waistbands and eventually the tops of kneesocks. One common use of elastic today is in pants waistbands. This was not nearly as common in the 19th and early 20th century. We notice a vestee suit in 1902. We are not sure at this time just why elatic wauists were not more common..

Usage

Mothers bought elastic for all sorts of purposes, especially, I think, for sewing children's clothes. It was used, for instance, in girls' bloomers, which some mothers actually made at home(or repaired at home). They also used it for making garters to hold up boys' knee socks.

Hose Supporters

Elastic was used, of course, in hose supporters, but these were purchased already made rather than hand-made by mothers, and I don't think you could use bought elastic to repair them. It wouldn't be worth the trouble, because supporters were sold everywhere rather cheaply--around 25 cents in many cases. But it is interesting that hose supporters figure symbolically when elastic was advertised. Notice the clasp of the girl's supporter showing in the illustration for Nufashond Elastic.

Ad Copy

Here is the ad transcribed, " Nufashond Elastic. Play Time! School is closed. The fields are green. Clear skies invite us all to outdoor play. Make sure you and your kiddies are dressed to enjoy these healthful happy days. [Note that the month of the ad is July.] No garments are so cool and comfortable as dainty, easily made, little wash frocks, bloomers, blouses, etc. And they cost so little you can have many changes. Use Nufashond Elastic on these wash garments. It will save you the annoyance of changing brands. Made of new live rubber, Nufashond keeps its stretch and snap wonderfully well, even under the severe test of repeated washings. Ask for Nufashond by name at your nearest notions dealer. All sizes 1/4 to 1 inch [wide]. Dept L 7 Nufashond, Reading Pa. Write for free booklet, "Elastic", and how to test it."

Other Companies

We note other companies offering elastic. It is Rusco Laurel Elastic which appeared in 1921 also in the Ladies Home Journal. The Journal was not a sewing magazines, but it had tips and patterns for home sewers as part of its general cvoverage of domestic skills.

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Created: 3:22 AM 8/26/2008
Last updated: 3:12 PM 9/1/2008