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This ad shows a style of stocking that combines full-length stockings with the popular 5/8's style of socks in dark colors with a patterned cuff. Although the picture shows a girl wearing these stockings, they are apparently intended for both boys and girls. The appeal is to children whose parents want them to wear full-length stockings for protection but who prefer a below-the-knee style of socks.
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 stockings were offered in the Sears 1939-40 Fall and
Winter catalog (p 351). This means that they would have been bought for going back to school suits.
This ad shows a style of stocking that combines full-length stockings with the popular 5/8's style of socks in dark colors with a patterned cuff. They look like kneesocks, but are actually long stockings. The ad copy read, "the style of 5/8's ... The Warmth of Full Lengths". Although the picture shows a girl wearing these stockings, they are apparently intended for both boys and girls. The appeal is to children whose parents want them to wear full-length stockings for protection but who prefer a below-the-knee style of socks. This combination stocking was available in two different price/quality levels.
The ad copy read, "25c 3 Prs. 73 c. They pleae children who like below-the-knee-socks--they please mothers who want their children to wear full length stockings. These are in rich deep colors to the plaid cuffs--flesh color to the tops. They're richer, more lustrous than most, the texture finer--they're mercerized cotton, too! Well reinforced heels and toes. Lastex in the plaid cuff. Colors: Brown, Hunter green, Maroon, Navy. Sizes: 6, 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2, 10. State size, color. Shpg.wt., 3 oz.; 3 prs., 7 oz.86 D 2871--Pair 25c; 3 Pairs 73 c.
The ad copy read, "The same style but priced at 19c. Good quality cotton. Bright striped cuff with lastex. Colors: Brown, Maroon, Nay blue. Sizes 6, 6 1/2, 7, 7 1/2, 8, 8 1/2, 9, 9 1/2, 10. State size, color. Shpg wt., 3 oz.; 3 pars, 7 oz.
I don't think this style of stocking that tries to have it both ways--
over the knee and below the knee at the same time--ever caught on. I have not
seen this style repeated in later catalogs. I doubt that boys and girls would
have really liked these stockings, because it would be obvious to all
observers, even though the part of the stocking above the knee is flesh color,
that these are really long stockings just pretending to be something they are
really not. The subterfuge would be too transparent to children of both
genders.
We are not sure what age these stockings are for, but would assume primary school age. Sears provides a size chart, but it does not deal with age, but rather compares the hosiery sizes with shoe sizes. Hee the issue is further complicated with different sizes for little and larger children.
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