Figure 1.--The trend toward short underwear is particularly apparent by 1940. The short underwear insured a neater, more form-fitting and classier look. Here are some of the shorter styles offered by Filene in its summer 1940 catalo. |
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The trend toward short underwear is particularly apparent by 1940. The short underwear insured a neater, more form-fitting and classier look. Also heating arrangements by 1940 were more modern so that children in homes and classrooms didn't need to dress as warmly even in the severe
winter month. Notice also that the stockings worn are all in tan or beige shades, not black, although black stockings could still be purchased. Beige or tan stockings for both boys and girls had become
the norm by the 1940s. The different grades of hose supporters, underwaists, and garter waists (several choices in all the categories) would seem to confirm that long stockings were still fairly widely
worn. The children in the photographs seem to be about 8 or 9 years old. The pin-on supporters come in sizes up to ten years of age. The garter waists and one of the underwaists come in sizes up to 12 years
of age. The suspenders (for holding up leggings, skirts, shorts, and slacks) seem to be a one-size-fits-all item because the elastic straps can be adjusted for length. We note companies beginning to market new styles of underwear in 1940.
Munsingwear, one of the leading manufacturers of men and boys' underwear, issued a catalog in 1940 with a diagram showing the various styles of men and boy's briefs.
We notice the use of grip snap fastners on underwear. This is the ealiest use we have noticed, although the snap fastners may have actually appeared earlier. This ad illustrates a bit of new technology in boy's underwear and sleepwear-- namely the use of the snap fastener instead of buttons. Snap fasteners had the advantage of being easier than buttons for younger children to manage. Also they didn't come off in the laundry or get pulled off through repeated use. The boy in the illustration seems to be about eleven years old, but such union suits, like others of their type, were probably made for boys from about 2 to 14 years of age. Presumably the drop seat in back also has the snap fasteners rather than buttons. This ad appeared in Parents Magazine for September, 1940, p. 93, just when parents would be shopping for school clothes for their children. The advertisement doesn't tell us what the brand of underwear is that has adopted the new technology because the snap-fasteners are being advertised--fasteners that were used on a variety of children's and adult garments. The firm for "Gripper Fasteners" was the Scovill Manufacturing Company of Waterbury, Connecticut. We know nothing about the company at this time. The caption reads; "[Boy's] One-Piece Knitted Union Suit" "The laundry-proof snap fastener that ends button bother."
The brand of shoulder brace advertised here is "Per-fit" manufactured by A. Stein & Co., the same firm that sold the famous Paris Garters for men and the well-known Hickory Hose Supporters and Garter Waists for boys and girls. Here is another shoulder brace ad from Parents Magazine (March, 1940, p. 94). The A. Stein Company advertized extensively in Parents' Magazine. A reader tells us, "The expression "Throw back those Drooping Shoulders!" was one I used to hear all the time from my father in the late 1930s and early 1940s. This garment is made of "strong, pre-shrunk cotton, padded with shaker flannel". The boy in the illustration seems to be about 12 years old, but such shoulder braces were made for children of all ages as well as for adults.
Macy's offered various underwear for small boys and all girls. The boys underwear was for sizes up to 6 years of age. The girls underwear was for sizes up to 16 years. Included were boys' union suits and mesh underwear for children. Macy's was more upscale than Sears and not quite as upscale as Best & Company.
Filenes, a Boston area department store, offered a range of underwear for younger children. William Filene was a German Jewish immigrant from Posen, Prussia. He was one of a number of German Jewish immigrants that played a major role in American retailing. The primary method of advertising for city department stores was the local newspapers. This provides a wealth of information on popular styles. Major stores also issued catalogs. This page is from the summer 1940 catalog. Filene's offered a variety of undershirts (vests) and pants (panties) as well as union suits. Also included were light-weight summer pajamas. The page is headed, "Cute undies for cute youngsters". World War II had begun in Europe, but during 1940, American manufscturers were still using strategic materials for consumer goods.
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