Figure 1.-- Here is the page mostly on suits and hackets groimn the Best 1940 summer cataloh. Notice the reference to Palm Beach. Florida had become a popular summer vacation spot. Tracel to Floida at the time was by train. |
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A Best Department Store summer catalog offered a range of outfits, mostly suits and blazer outfits for primary school boys (figure 1). While a ramnge of outfits were offered on this page, the focus on suits and blazers causes us to archive it here in the suit section. The ad copy priviudes valuable information on the color, material, and ages. Best was an store catering to a more affluent clientel than other Department stores. The age range for the itemd was 4-12 years.
he Best & Company appaers to have been an important New York City department store that went national. They built a large store at 645 5th Avenue at East 51st Street, NE Corner (Wing on 52nd Street). It was located in Midtown Manhattan. The building was replaced by the Olympic Tower of Aristotle Onassis. I am not sure when the company was founded, but it must have been in the mid-19th century. We note the company handling Little Lord Fauntleroy suits, probably in the 1890s. We note a catalog with rompers from 1912. We note that the company was active in the 1950s and 60s. They varried an extensive line of fashionanle clothes. One fashion writer in 1957 noted that Kays Thompson, author of Eloise autographed at Best & Company in New York where various Eloise products were available. We know that Best & Company was a major U.S. department store chain, but have pmly limited information on the company at this time.
Today boys do not much dress up in suits during the summer. But while children's clothing was becoming more informal, suits will still being worn in the 1940s even during the summer. And we vhave a tropical olay suit include. These suits did not rank as summers suits because of the short pants, rather it was the light material being used. Also note the ankle socls rather than knee socks. The sizes are moy=rlsy primary school ages, neaning 6 yeras old, although many nbhin at age 4 years. Although done for school age boiysm these are npt common outfits to be worn to school which pf course was not in session during the summer, but rather outfits for parties, specuial events, and church. With the one play suit thrown in.
While a ramnge of outfits were offered on this page, the focus on suits and blazers causes us to archive it here in the suit section. The ad copy priviudes valuable information on the color, material, and ages. Everfast seems to ve a material brand.
This was the har to mnatch There are different bames for this hat, but 'turn down' is a good desription of the way it was worn here. We do mot see a lot of boys wearing it in the photographic record. The ad copy read, "MATCHING turn down hat. (Also in whire or blue Everfast poplin.) Sizes 6 1/2 - 7 1/8 ..... 1.50 "
Ths play outfit looks like a shirt and matching short pants with belt loops. Actually it was a button-on set. The buttons held up the pants. The fabric belt was only ornamental. It looks like a safari suit, but the hat was not a pith helnet, but a fabric turn down hat. 'Tarzan' was very popular in the movues at the time. The ad copy read, "EVERFAST button-on was suit in imported linen. White, yellow , copen (a medium blue) or rust. Sizes 4-9 yrs ...... 5.95. .
This was the cap to be worn with the Eron suit pictured here. It was a standard peaked cap done in the same material as the suit, but was sold sepately. The ad copy read, " Matching Eton cap. SIZES 6 1/2 - 7 1.8 ..... 1.50. In flannel ...... 2.00.
This is an Eton suit done in mostly light-weight summer fabrics. Although not identified as an Rton suit in the ad copy. It is pictured with an Eton colllar. In 1940, detachabke Rton collars were still availavle, but this could be an Eton collar vlouse. The ad copy read, "Linen collarless suit with plain back. Sizes 408 yrs ...... 6.95. Also in white or slate blue gabardine ..... 6.95. Oalm beach cloth in whure, tan, blue r blue green ...... 4.95. Naby cheviot ..... 8.95. Navy, gray, or brown flannel ...... 12.95"
Notice that the sports jacket here is depicted being worn with an Eton collar, kind of a mixed message. The ad couy read, " BROWN MIXTURE check sports jacket with half belt. Also in blue gray mixture check. Sizes 4-9 yrs ...... 6.95"
The ad copy , "TROPICAL worsted shorts with side elastic and self belt. Tan or vlue. Siuzes 4-12 yrs ......2.95."
Rehulation suit seems to be a term for a sailor suit with unifirm stykling meaning the V-frint ans three stripes. The ad copy read, "EVERFAST poplin regulation suit. White or copen trimmed with navy. Sizes 4-8 yrs ..... 3.95."
Here we see a double-breasted short boants suit. Most of the images in the photograohic record shows boys wearing single-breasted jackers by 1940. The ad copy read, "PALM BEACH jacket suit in white, tan, blue, or green. Sizes 7-12 yrs ...... 5.85." We are not sure what thesuit bhad to donwirhnOalm Beach.
Eton sports jacket meant that there was no matching pants with the suit. The boy here is pictured wearing a Peter Pan blouse. The ad cooy read, "COLLARLESS sports jacket in navyb fkannel with half belt. With pearl buttons. Sizes 4-9 yrs ..... 6.95."
The ad copy read, "WHITE LINEN shorts with self belt. Sizes 6-10 yrs ..... 2.50. Sizes 11-14 yrs ..... 2.75. Also in tan, green pr blue lightwear gabardine ..... 2.95.
We are not sure why these jackets were described as Palm Beach ither than they were light weight. The ad cooy read, Palm Beach blazer jacket suit. Coat has bone buttons, cut in 3-button sack model with center vent. Bkue and white with bkue shorts; brown and white with btan shorts; maroon and white with contrasting shorts. Sizes 6-12 yrs ...... 5.95."
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