Figure 1.--The lapeless Eton suit had become an American standard for younger boys in the 1920s. Note that here is still worn with an Eton rather than a Peter Pan collar. Also notice that the boy here is shown wearing grey rather than matching blue kneesocks. |
Sears offered Eton as well as single and double breasted suits for younger boys. The single-breasted suit was called a Rugby suit. The suits were done with short, knicker, and long pants. There are also shorts and long sets with coordinated shirts and pants. The outfits were for boys 3/4-8/10 years old. The Eton suit was
made for the younger age range and the knicker suit for the older age range. The Sears page here certainly suggests that blue had become the dominany color for boys' suits, although one was also offered in teal.
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.
Mothers in 1942 had qyuite a wide choice of suits to choose from for their sons. Sears offered Eton as well as single and double breasted suits for younger boys. The single-breasted suit was called a Rugby suit. The suits were done with short, knicker, and long pants. There are also shorts and long sets with coordinated shirts and pants. The outfits were for boys 3/4-8/10 years old. The Eton suit was made for the younger age range and the knicker suit for the older age range. The Sears page here certainly suggests that blue had become the dominany color for boys' suits, although one was also offered in teal.
Sears offered a blue double-breasted suit with long pants. The ad copy read, "Navy blue cheviot $3.19. Twill weave, 40% reused wool, 60% cotton. Double breasted coat, 3 pockets;
piped inside seams, taped fronts, lined front facings. Fly front longies, side pockets. Artificial leather belt. Shpg. Wt. 2 lbs. 4 oz. Sizes 4, 5, 6, 7, 8, 9. State size: see page 306 (sizing by chest and waist measurement). 40 D 3276 $3.19."
The lapeless Eton suit had become an American standard for younger boys in the 1920s. Note that here is still worn with an Eton rather than a Peter Pan collar. Also notice that the boy here is shown wearing grey rather than matching blue kneesocks. It was much more common to have the kneesocks match the suit. We seem to have noted these suits more commonly done in black and grey. There were also white suits. This was considered a classic, conservative style and particularly popular with upper-class families. The age range here is a little younger (3-8 years) than the other suits on this page (4-9/10 years). Sears of course appealerd more to middle-class families. The ad copy read, "4-piece Eton model $3.98 --Good quality flannel, 60% wool, 40% rayon --Shorts full lined; 2 pockets, artificial leather belt --Button-on blouse Shorts lined with sturdy cotton fabric. Stylish plain back Eton coat; 3 pockets. White cotton poplin blouse, Eton style collar. Navy blue. Tie not
included. Shpg wt., 2 lbs, 5 oz. Sizes 3, 4, 5, 6, 7, 8. State size; see page 306. Single breasted coat full lined with rayon.
40 D 3142 $3.98."
We have relatively little information on on the Rugby suit. The American Eton suit was based loosely on the Emglish Eton suit. We do not know if this style of suit was based on a suit style worn at Rugby school. As far as we can tell, the Rugby suit as marketed in America was essentially a single-breasted short pants suit. Note that the suit here was blue. Such blue suits were not common in England. The ad copy read, "Boyville Jr. Rugby Suit $3.49. --Good-looking, 2-button single breasted coat
--Shorts are fully lined --Complete with smart artificial leather belt Sturdy flannel 50% resued wool, 50% cotton. Coat has taped fronts, lined front facings; 2 side pockets; welt chest pocket. Fly front shorts, 3 pockets. Shpg. wt., 2 lbs. Sizes: 4, 5, 6, 7, 8, 9. State size; see chart on page 306. 40 D 3274--Navy $3.49
40 D 3273--Teal $3.49."
American boys commonly wore knickers in the 1930s and they were still quite common in 1940. The popularity of knickers, however, very rapidly declined in the early 1940s. The same was true of double-breasted suits. Here we see that Sears was still offering knicker suits, but they were not prominently featured. The ad copy read, "Boyville Jr. Knicker Suit $4.39. --Double breasted coat with piped seams --Full lined knickers
--Artificial leather belt 40% reused wool, 60% rayon blue herring-bone. Coat has lined front facings; taped fronts, lined sleeves, rayon lined yoke; 3 pockets. Fly front knickers;
3 pockets; knit cuffs. Shipping weight, 2 lbs, 8 oz. Sizes: 4, 5, 6, 7, 8, 9, 10. State size; see page 306. 40 D 3272 $4.39."
Figure 2.--Sears provided a sizing chart for the sets and suits offered in the 1942 catalog. |
Sears provided a sizing chart for the sets and suits offered in the 1942 catalog.
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