Figure 1.-- The E-Z Waists were a popular brand that was extensively advertized in the 1910s and 20s. The E-Z Waists Company used popular ladies magazines. This advertisement appeared in the "Ladies' Home Journal" May, 1925. |
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The E-Z Waists were a popular brand that was extensively advertized in the 1910s and 20s. The E-Z Waists Company used popular ladies magazines. This advertisement appeared in the Ladies' Home Journal May, 1925 (p. 130).
The ad is extremely useful because it contains a detailed description of the individual features of E-Z Waist Suits with information about sizing, fabric, reinforcement straps, taped on buttons, garter attachments, and seat construction.
The E-Z Waists were a popular brand that was extensively advertized in the 1910s and 20s. The E-Z Waists Company used popular ladies magazines. This advertisement appeared in the Ladies' Home Journal May, 1925 (p. 130). 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.
E-Z Mills placed this advertisement for waist suits in Parents' Magazine [October, 1930, p. 72.] Note that the girl's suit is sleeveless while the boy's suit has short sleeves. I believe, however, that both styles are for either boys or girls. These suits appear to have no reinforcement straps and are therefore, strictly speaking, untaped union suits rather than waist union suits. See the Hanes advertisement in the Parents' Magazine group, which gives options for both waist union suits with strap reinforcements and untaped union suits.
The waist or waist suit is a support garment. Historically children’s waists had multiple functions—the holding up of various garments such as underpants or panties, skirts, short trousers, and long stockings. Gradually the principal function became the support of long stockings although some of the later models still continued to provide waist buttons for other functions. We note a variety of bodices or underwaists which have more or less the same function--a garment to support other clothing (shorts, skirts, garters, stockings, underpants, etc.). The terminology for waists and associated garments can be confusing. We note both types of waists as well as different names for the same garment as well as different terms in various countries. These were garments for children and women. I suppose the "liberty bodice" is the British equivalent of the German "Leibchen" and of the American "waist".
The ad is extremely useful because it contains a detailed description of the individual features of E-Z Waist Suits with information about sizing, fabric, reinforcement straps, taped on buttons, garter attachments, and seat construction.
It gives an illustration of the button drop seat at the bottom and how it opens.
We notice an E-Z Waist ad in 1915. As far as we can tell, there was practically no difference in these features during the intervening 10 years. The E-Z company stuck pretty faithfully to
their original design of children's underwear.
Waist Union Suits in
both winter and summer styles were pretty much the standard wear for
boys and girls during the 1910s, 1920s, and 1930s--at least for
children up to about age 13. Unless boys and girls wore separate
garter waists, underwaists, or suspender waists, the waist union suit
was the most practical way of holding up outer clothing and long
stockings.
E-Z Waist Union Suits and Nazareth Waist Union Suits were commercial
competitors in the 1910s, 1920s, and 1930s. These firms
were probably the two leading manufacturers of waist union suits for
boys and girls in America. They both made summer and winter versions
of their waist union suits, the differences between the two firms in
terms of underwear design being very minimal. One difference worth
mentioning, however, was a variant style of garter attachment.
Nazareth always advertised nickle plated or rust-proof pinning tubes
for hose supporters, whereas E-Z scorned metal pinning tubes and
constructed their supporter attachment entirely of cloth tape with the
claim that tape garter tabs didn't get crushed in the wringers of
washing machines like the metal tubes of their competitors. The E-Z ad
says, for instance, that their waist suits have "no metal tubes to rust
or smash in the wringer." Instead, a "tube of tape keeps the garter
pin straight and always in perfect position."
The E-Z ad copy read, "Leadership" [E-Z attempts to associate the prominence of the firm with the leadership of Benjamin Franklin, whose picture appears at the top
underneath the children flying kites.]
"Mothers--to whom thrift is important--Buy E-Z's"
"A Penny saved is a penny earned" [a saying of Ben Franklin]--applies
as aptly in these modern times as it did in Franklin's day. E-Z Waist
Union Suits of finest Nainsook will save any mother many pennies in her
children's underwear expense account. Fairly priced--the amazing
wearing qualities of the special long fibre Nainsook of which E-Z's are
made, make them by far the most economical kind for kiddies to wear,
and the most comfortable in hot weather.
Then again, there is only one garment instead of three to put on, take
off, launder and mend. [Waist Union Suits had the advantage of
combining undershirt, drawers and waist in a single garment.]
The scientifically placed garment supporting straps place the weight of
the child's clothing on the shoulders, just where it belongs. [The
shoulder straps also have buttons at their ends to which trousers,
skirts, bloomers or other garments can be buttoned.]
For 34 years economical "E-Z" Waist Union Suits have given the utmost
in health, comfort, and wear to children. Today their position of
"Leadership" is attested by millions of mothers, who have worn them as
children and are now buying for their own boys and girls.
Before buying your Children's Summer Underwear, be sure you see "E-Z'
Waist Union Suits of finest Nainsook and compare them carefully, point
by point, with other summer undergarments. Then you will buy "E-Z's."
For your protection each suit is sealed in an individual, sanitary
glassine envelope.
Compare the following features of superiority of E-Z Waist Union Suits
for Children.
SIZE--E-Z Waist Union Suits are made to fit children--not a price. Use
a tape measure and compare with other makes. [To measure for children's
union suits, mothers had to measure the diameter of the chest and of
the trunk, i.e. the distance from shoulder to crotch and back to
shoulder. But boys' and girls' waist suits were normally sold by age
size (from age 2 to age 13, and in some cases, to age 15.]
FABRIC--Finest quality of checked Nainsook [a light-weight cotton
material]. Easily laundered, cool, comfortable, and strong.
FINISH--Carefully sewn, hand pressed. Triple stitched at waist to
doubly secure all garment-supporting taped buttons. [The waist buttons
have a little bit of tape between the waistband and the button to allow
for flexibility and movement.]
STRAPS--Scientifically placed garment-supporting straps place the
weight and strain of the buttons on the child's shoulders where it
belongs.
BUTTONS--All of real bone. Garment-supporting buttons all taped on and
doubly secured. Won't break in the wringer or tear off during play.
BUTTONHOLES--Special E-Z reinforced. Will not break, tear or unravel.
GARTER HOLDER--No metal tube to rust or smash in the wringer. A "tube
of tape" keeps the garter pin straight and always in perfect position.
PACKING--An attractive individual glassine envelope for each suit.
Insures sanitary andspotless cleanliness.
SEAT CONSTRUCTION--[A three-button drop seat with accompanying
illustration.] Compare with other union suits the liberal roomy seat
which children require. Reinforced with bias binding.
The E-Z Waist Union Suit. Trade Mark Registered. The Standard by which
to measure all children's underwear. Is Sold in the Children's
Department of Most Good Stores. The E-Z Waist Co., 61 Worth St., New
York."
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