American Catalogs and Advertisemnts: Underwear (1927)


Figure 1.--This is a 1927 magazine advertisement for an EZ waist Union suit. We do not know what magazine it appeared in, but probanly something 'Ladies Home Journal'. As shorter cut garments like short pants and skirts appeared, we begin to see underwear with short legs. Notice the vertical tapes with buttons. These were primarily for supporting long stockings.

Underwear in 1927 for the most part still seems rather old fashioned. We see the styles that were common in the 1910s. Modern less cumbersome styles were just beginning to appear in the late 1920s. Many styles of underwear included support features for both pants and long stockings. Long stockings weee still very common. An important manufacturer was Nazareth. We see shorter leg styles appearing to accomodate the short pants and shorter skirts that younger children were wearing.

E-Z Waist Union Suit

This is a 1927 magazine advertisement for an E-Z waist Union suit (figure 1). We do not know what magazine it appeared in. A shorter cut garments like short pants and skirts appeared, we befin to see underwear with short legs. The ad copy read, "Waist union suits. In knee length styles. Designed to meet the styles now in vogue in children's outer clothing, the new knee length garments are epecially desirable for wear with golf stickins [Knee socks], shirts, or knickers. Every E-Z Waist Union Suit is either knee or ankle length style has all the superior features that for years have made E-Z the favorite of children and their mothers. E-Z underwear assures comfort, health, warmth and economy. Sold by beter Stores eveeywhere. Prioce $1.00 a suit. For ay child of any age." Notice the vertical tapes with buttons. These were primarily for supporting long stockings.

Franklin Simon Underwear

Franklin Simon & Co. was a New York department store specializing in women's fashions and furnishing. It also handled clothing for younger children and eventully handled a full lin of fshions, oncluding mem. The store was different than most dry goods department stores. When it was founded in 1903, it began as a collection of specialty shops rather than a traditional U.S. dry goods store. Each 'shop' had a specialty product line, such as ready-to-wear apparel for women, misses, girls, boys, men, young men and infants. The store developed into a chain store and had a catalog as well. The 1927 catalog had a page on children's underwear. It was mostly for girls upnto age 12, but there were a few items for younger boys. W get the impression that the stre's line was bit upscle from Sears and Wards.

Nazareth Underwaist

These are basic sleeveless bodices for boys and girls between the ages of 2 and 12. Notice the two reinforcement straps over each shoulder with waist buttons sewn on the tapes for the attachment of additional clothing--panties, short pants, skirts, etc. At each side there are metal pinning tubes for attaching hose supporters so that long stockings can be worn. The waist is knitted and fits the body closely, affording extra warmth in winter.

Nazareth Waist Suit

Here we have images of three different styles of waist union suits made and advertised by the Nazareth Waist Co. These waist suits are gender-neutral--all three styles worn by both boys and girls. The main line of waist union suits was intended for boys and girls between the ages of 2 and 13, but larger sizes for children 14-15 years old were available by special request.







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Created: 11:34 PM 3/18/2012
Last updated: 9:55 PM 1/17/2019