Figure 1.--This is one of the Sears pages offering long stockings in the Fall-Winter 1929-30 catalogs (page 18). Note the wide variety of stockings offered. And this was only one of the hosiery pages. |
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Sears had two full pages offering long stockings for children. The ad copy offers comsiderable detail as to size, gender, material, color and other chraracteristics. This is page 18.
The caption was, "Pilgrim Postive Wear". The ad copy read, "Guaranteed to Wear 3 Months. 3 Pairs $1.12
Postpaid. For Boys. Combed Cotton Heavy Weight. 86T4225--Black.
86T4226--Dark brown.
Sizes. 6. 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2, 10, and 10 1/2. State
size. We Pay the Postage.
These are made so soundly of such good, tested wearing-proof materials
that they are outstanding values even without the gaurantee. There are
strong, firm, sturdy reinforcements at every hard worn point in these
hose. Extra thread is knitted all the way down to the shoe top where
the stocking is narrowed to fit the ankle and finished with specially
reinforced heels and toes and seamless feet. These are made only of
strong, combed cotton yarns, elastic ribbed. The toes and heels are
reinforced with a linen thread for extra wear. Comparison and tests
will convince you that they are worth a good deal more than this low
price suggests. Besides, we pay the postage.:
Sears had three types of "Specially priced" long stockings.
The ad copy read, "3 Pairs for 48 cents postpaid. Double thread Over
the Knee. 36T4904--Black. 56T4903--Dark brown. 86T4905--Camel color.
Sizes 5 1/2 to 9 1/2. State size. Think of the sturdy quality these
stockings offer at so low a price. These are made of a good grade of
cotton yarn, knit with double thread well over the knee to stand the
wear and tear of lively, vigorous play. Elastic ribbed legs are smooth
fitting. Feet are flat knit and seamless. The special price for three
pairs saves you money.
The ad copy read, "3 Pairs for 44 cents Postpaid. Fleeced cotton. 86T3180--Black. Sizes
5 1/2 to 9 1/2. State size. We Pay the Postage.
Knit from good quality cotton. Finely ribbed, elastic knit legs and
flat knit feet. A soft brushed fleecing on the inside. Fully seamless.
The ad copy read, "3 Pairs for 40 cents Postpaid. Weighty--Durable--Low Priced.
86T2537--Black.
86T2538--Brown.
86T2535--Gray.
86T2536--French tan.
Sizes 5 1/2 to 9 1/2. State size. We Pay the Postage.
These are good, substantial, closely knit cotton stockings that will
give excellent service for this money. Heels and toes are reinforced,
feet are seamless. We are sure that no lower price can possibly be set
for the durable quality of these hose."
The ad copy read, "Extra Fine Gauge. 39 cents a pair postpaid. Rayon all the way.
86T2623--French tan.
86T2624--Beige.
86T2625--Champagne.
86T2626--French nude.
Sizes 6 to 9 1/2. State size. We Pay the Postage.
Neat, nice looking stockings for dress wear. An extra fine gauge in a
fine ribbing which creates a neat, nice looking effect for dress and
everyday wear. The silk-like Rayon threads are woven over sturdy
mercerized cotton to produce smart, durable hose. Made with reinforced
heels and toes, and seamles feet. These have the lustrous appearance
of silk and the long lasting strength of cotton, an idea dombination
for active children." [These stockings seem to be made to appeal
particularly to girls because of the fine sheen, but they were also
worn by boys for dressy occasions--especially by boys younger than 12
with short-trouser suits.]
Boyville was an important Sears brand. Sears used the slogan, "Boyville: Real Stockings for Real Boys".
Here there are two types of hosiery, long stockings and knee socks. Sears doesn't use the term "knee socks". The inclusion here shows that knee socks were beginning to make an appearance on the fashion scene.
The ad copy read, "3 Pairs for 69 cents Postpaid. Our best Seller for the Hard Playing Boy.
36T2611--Black.
36T2612--Dark brown.
Sizes 5 1/2 to 10. State size. We Pay the Postage.
Our Famous Boyville extra strong stockings give service to real boys.
These are virtually holeproof. They are made of selected cotton yarn,
a fine, strong grade of yarn. Three sturdy threads are finely knit
down well below the knee. Balance of the leg, two-thread, fine elastic
ribbed. Seamless flat knit feet and well reinforced at toes and heels.
Every point of wear is strenthened to make these the sturdiest boys'
hose on the market."
The ad copy read, "29 cents Postpaid.
86T2597--Gray, French tan, or Camel color. State color. Sizes 6 to 9
1/2. State size. We Pay the Postage.
Soft, rich blending color patterns in shades to match the suits and
sweaters shown for boys. Only the combed cotton yarns are used in
these. Closely knitted, sturdily reinforced at heels and toes.
Handsome neat fitting cuffs are in the same pattern as the rest of the
sock. Feet are comfortably seamless. The good looks, up to the minute
style, and the wearing quality in these knee length socks make them a
wonderful value at this price." [N.B. Knee length hose for boys had the
problem of keeping them from slipping down since supporters could not
be worn. Some mothers bought round garters for their sons, while other
mothers preferred long stockings because full-length hosiery could be
kept in place more neatly by supporters attached to a waist.]
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