Figure 1.-- Sears in the Fall-Winter catalog offered a range of overcoats for boys 2/4-8/9 years of age. They were done in a range of styles, but all double breasted. Notice the matching caps. |
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The Sears Sears Fall and Winter catalog, 1930, p. 416 offered a range of war winter coats. The top row shows a variety of boys' winter overcoats with caps. All of the coats were double breasted. One was a sailor reefer style. Most of the ohers had a muted plaid pattern. The various styles were for boys 2/4-8/9 years of age. This is the same appromiate age range for the short pants suits also shown with the coats. The two basic styles were a button at the collar style and a "V"-neck style with lapels. All of the coats were double breasted. One was a sailor reefer style. Most of the ohers had a muted plaid pattern. The various styles were for boys 2/4-8/9 years of age. This is the same appromiate age range for the short pants suits also shown with the coats.
The Sears, Roebuck and Co., huge merchandising firm centered in Chicago was founded by Richard W. Sears (1863-1914) and A.C. Roebuck (1864-1948). Sears had begun a career in mail-order business in Minnesota 1886. In Chicago he and Roebuck joined resources and formed a corporation in 1893 as a mail-order business under title Sears, Roebuck and Company. In 1895 Julius Rosenwald (1862-1932) bought Roebuck's interest in firm and became president on Sears's retirement 1908. A retail-store system was added 1925. The first foreign store added in Havana, Cuba during 1945 and becane te first expropriated store in 1960. The Sears-Roebuck brought the production of industry to the fartherest corner of rural America, opening the cornucopia of the consumer age to rural America. All the
new things that were changing American life danced across their pages. Through it, a huge Chicago warehouse offers to modernize the farms and small towns of the
Midwest.
These suits were offered in the 1930 Sears catalog (Fall and Winter), p. 416.
The Sears offered a variety of boys' winter overcoats with caps. All of the coats were double breasted. One was a sailor reefer style. Most of the ohers had a muted plaid pzattern. The various styles were for boys 2/4-9 years of age.
The Seae ad copy read, "$2.69 Postpaid. Low Price Coat Values. Where else could you duplicate these excellent overcoat values at anywhere near our low prices? They feature warmth, economy, and long wear. Your choice of Heather gray or navy blue overcoating about two-thirds wool. Button-to-the-neck style. Two lower
pockets with flaps. Sleeves lined with strong twill. Warm plaid body
lining. All around belt. Sizes 2 to 8 years. State age size. 40D3807-- Heather Gray, Postpaid. $2.69. 40D3802--Navy blue, Postpaid. $2.69."
The Sears ad copy read, "Raglan Style All Wool. Good looks and durability combine to make these overcoats outstanding values. Heavyweight all wool fancy overplaid overcoats with woven plaid body lining. Double breasted model with the stylish raglan
sleeves. Big convertible collar. Sizes 4 to 9 years. State age size. 40D3834--Medium Brown, Postpaid $5.95. 40D3837--Medium Gray, Postpaid $5.95.
The Sears ad copy read, "Salute! Good Value Military Style Coat. An attractive model for the little fellow, of all wool navy blue chincilla cloth. Double breasted style. Large comfortable, convertible collar. Two lower pockets with flaps. Venetian yoke and sleeve lining. Attractive all wool scarlet body lining. Natty emblem
on sleeve. Sizes 3 to 9 years. State age size. 40D3826--Navy Blue All Wool Chinchilla Cloth Overcoat $5.95. Military style cap. To match coat No. 40D3826, above. Sizes 6 1/2 to 7 1/8 40D3902--Cap with inband, Postpaid $1.00.
The Sears ad copy read, "Button-to-Neck Overcoats. At our unusual price, these desirable little coats represent bedrock bargains in warmth and good looks. Your choice of part wool or all wool firmly woven overcoating. Popular double breasted, button-to-the-neck model. All around belt. Two lower flap pockets. Fully lined with good quality lining. Sizes--3 to 8 years. State age size. 40D3806-
-Dark Brown, about two-thirds Wool and Silk Overcoat. Postpaid, $3.19. 40D3810--Medium Brown, All Wool and silk Overcoat, Postpaid, $4.69.
The Sears ad copoy read, "The "Admiral" Coat. There's abundant charm in this firmly woven double breasted coat. Made of good quality overcoating in brown overplaid or plain navy blue. Attractive emblem on sleeve. Two side pockets with flap. Strong twill sleeve and yoke lining. Convertible collar. Sizes 3 to 9 years. State
age size. 40D3836--Brown overplaid with plaid body lining. Postpaid, $3.39. 40D3809--Plain Navy Blue Overcoat. About Two-Thirds Wool with Scarlet flannel Lining. Postpaid, $3.39.
Charles Linburgh flew the Atlsantic in 1926. He became enormousdly popular in America and helped create a great interest in flying. Thus we see here Sears with an aviation coat. The Sears ad copoy read, "Real Aviator Style. Dark brown artificial leather coat that will not crack or scuff and is guaranteed waterproof. Contrasting brown fancy corduroy on collar, pocket flaps and sleeve tabs. "Sam Brown" style belt. Sizes 4 to 9 years. State age size. 40D3833--Aviator Style Coat. Postpaid, $2.98. 40D3900-
-Aviator Style Helmet. Sizes Med. and Large. Postpaid, 79 c."
The ad copoy read, "Artificial Leather Overcoat. Great protection and warmth in this dressy waterproof, embossed black artificial leather coat with beaverized sheepskin collar that buttons up around the neck. Has warm all wool bright plaid lining. Belt all around, two lower pockets with flaps. An excellent all weather coat! Sizes--3 to 9 years. State age size. 40D3844--Black. Artificial
Leather Coat with Beaverized Sheepskin Collar. Postpaid, $4.98."
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