American Mail Order Catalogs with Boys Clothings: Sears Shortie Suits / Sets (1942-43)


Figure 1.--This illustration for "shortie suits" imcluded a dressy shirt and tie with herringbone shorts asnd a more casual knit long-sleve "T-shirt. They were done in sizes 3-8/9 years.

Here Sears offered four short pants sets. These were also offered in dressy and casual styles. Note one has a tie. The Long-sleeve "T"-shirt might be seen as a play outfit, although boys did commonly wear them to school. The polo shirt is similar to one shown with the longpants sets. There was also a sweater set. Here Sears also uses the term suits rather than sets. Notice that these are outfits in the Fall-Winter catalog showing that boys still wore short pants in the Fall-Winter weather. Also note that they are shown being worn with kneesocks. For some reason, blue is not as dominant with the shorts set as with the longs sets at lest with the illustrations, blue was an option for these sets. The age range for the shorts sets was a little different than the long sets.

Sears

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.

Terminology

Sears here used the term suit rather than "set". This was beause a suit was essentially an outfit weith matching jacket and pants. Here Sears has picvked up on the term suit because the shirt and pants are coordinated. The term suit sounds strange to us now and the term set became standardized.

Longie Sets

Sears on the same page offere three similar sets which they also called suits, but with long rather than short pants. Here Sears grouped together both a long pants suit and long pants sets. There were one suit and three sets offered. Sears here used the term suit rather than "set". This was because a suit was essentially an outfit weith matching jacket and pants. Here Sears has picvked up on the term suit because the shirt and pants are coordinated. As they were offered in the Fall-Winter catalog, they would have been seen as appropriate school fashions. These sets could be dressy, but the oly dressy or formasl outfit here was the blue suit. The sizes were 4-9 years of age. Blue was the dominant color, but there was also maroon and brown.

Seasonality

Notice that these are outfits in the Fall-Winter catalog showing that boys still wore short pants in the Fall-Winter weather. The key factor here seems to be the age of the boys rather than the seasonaslity. Also note that they are shown being worn with kneesocks. We note that by the 1940s kneesocks were becoming less common for boys. Presumably they are shown here as it is a Fall-Winter catalog.


Figure 2.---This illustration for "shortie suits" included a set with corduroy shorts and another sweater set. They were done in sizes 3-8/9 years.

Garments

Here Sears offered four short pants sets. These were also offered in dressy and casual styles. Note one has a tie. The Long-sleeve "T"-shirt might be seen as a play outfit, although boys did commonly wear them to school. The polo shirt is similar to one shown with the longpants sets. There was also a sweater set. Here Sears also uses the term suits rather than sets. For some reason, blue is not as dominant with the shorts set as with the longs sets at lest with the illustrations, blue was an option for these sets. The age range for the shorts sets was a little different than the long sets.

Herringbone shorts

The ad copy read, "Big value--4 pieces $1.25 Pleated front herringbone shorts of heavy weight cotton suiting. Sanforized- Shrunk, max. fabric shrinkage 1%; convenient side openings, two side pockets. Self-belt; buckle. Cotton broadcloth button-on blouse. Tie included. Shpg. wt. 1 lb. Sizes: 3, 4, 5, 6, 7, 8, 9. State size; see page 306. 40 D 3110--Brown $1.25 40 D 3111--Blue $1.25

Knit suit

The ad copyread, "2-piece 2-piece knit Suit $1.35. Sturdy and colorful combed cotton yarns. Bright, striped crew neck shirt, long sleeves; ribbed cuffs cling to wrist. Solid color shorts have covered elastic waistband for snug fit; fully lined for extra wear and warmth. Shpg. wt., 12 oz. Sizes: 3, 4, 5, 6, 7, 8. State size; see page 306. 40 D 3204--Blue $1.35 40 D 3205--Brown $1.35

Corduroy shortie suit

The ad copy read, "Corduroy shortie Suit $1.89. Colorful striped cotton knit shirt with two button neck; long sleeves. Pleated shorts of soft fine weave corduroy; imitation fly front; side openings, pockets; elastic waistband inserts. Self-belt with buckle included. Shpt. Wt., 1 lb. Sizes: 3, 4, 5, 6, 7, 8. State size; see page 306. 40 D 3133--Maroon $1.89. 40 D 3134--Blue $1.89

Sweater suit

The ad copy read, "4-piece sweater Suit $3.49. 2-ply combed yarn cotton knit sweater. Striped front, solid color back, sleeves. All wool falnnel fly-front shorts, fully lined; side pockets; elastic waistband inserts. Artificial leather belt. White cotton poplin button-on blouse. Shpg. Wt., 1 lb, 7 oz. Sizes: 3, 4, 5, 6, 7, 8, 9. State size; see page 306. 40 D 3151--Green $3.49 40 D 3150--Blue $3.49"









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Created: 3:17 AM 12/4/2004
Last updated: 3:17 AM 12/4/2004