Figure 1.--Sears offered some styles especially for younger boys. The Sears ad copy read, "Junior size Socks for the little fellows ... knit smaller throughout." These junior socks were for a somewhat different size range, hosiery sizes 7-9 or 9½. That youd be a full size lower and not the larger sizes. While the sizes are different, the styles seem quite similar to those made for the older boys. |
A page from the Sears 1942-43 Fall and Winter catalog, p. 287,
advertising Boys' Coat Style Sweaters. They are meant to appeal to boys who aspire to be college fraternity "prep" students like their older brothers. They were done in the cardigan style, although Sears calls them "coat-style" sweaters.
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.
Sears refers to these sweaters a "coat style". They look to us like cardigans, but this term does not appear to be in common use.
Several styles of coat-style or cardigan sweaters were offered by Sears.
The Sears ad copy read, "Fraternity Prep. The finest Coat Style Sweater we've ever offered. Inside
shoulder yoke is of rich rayon plaid, inside shoulder seam is covered.
Whipstitch pockets . . . Our only coat style sweater with this smart new
feature. Double fabric elbows reinforced right where most sweaters start to
wear out. Corded front is all wool. $2.89. This is your best buy in a coat style Sweater . . . the features tell you why. Here's the finest looking sweater-coat in our 1942 line. And it's priced so you can afford it. In addition to features listed above it has sporty leather buttons, raglan shoulders, firmly knit sleeves and back and snugly ribbed cuffs. Inside shoulder seam is covered to prevent fraying. All-over fiber content is 20% wool, 69% cotton, 11% rayon. Hand washable with care. Use LUX. Colors: luggage tan, teal blue. Even sizes: 28 to 36-inch chest. State size and color. Shipping weight, 15 ounces. 43 D 7062 $2.89.
The Sears ad copy read, "Argyle-effect front . . .sporty raglan sleeves. $1.00 Each. A tightly spun, hard-textured rayon that will wear and wear. Smart, dull finish that looks like wool. Ribbed-knit raglan sleeve and back. Snug fitting ribbed cuffs. Two lower front pockets. Button front. Hand washable in LUX. Colors: navy blue, maroon. Even sizes: 28 to 36-inch chest. State size and color wanted. Shipping weight, 1 pound. 43 D 7050 $1.00."
The Sears ad copy read, "Two-tone terry front . . . warm part wool. $1.75. Zipper front (see below). Unusual chevron pattern front. Ribbed cotton sleeves and back. Overall fiber content, 5% wool, 95% cotton. Two lower front pockets. Ribbed cuffs. Hand washable. Colors: luggage tan front with teal, royal blue front with heather blue. Even sizes: 28 to 36-inch chest. State size and color. Shpg. wt. 15 oz. 43 D 7064 $1.75.
The sears ad copy read, "Capeskin leather front . . . it's extra warm. $1.98 each. Zipper front (see below). Supple capeskin is a real windbreaker on cold days. Brushed knit sleeves, bottom and back. Ribbed cuffs. Front partly cloth lined for better finish. Two pockets. Knit trim is 12% wool, 73% cotton, 15% rayon. Dry clean. Colors: luggage tan, green. Even sizes: 28 to 36-inch chest. State size and color. Shipping weight, 1 pound. 43 D 7066 $1.98."
The Sears ad copy read, "Part wool . . .all-over panel rib knit style. $1.85 Each. Smart all-over panel rib knit allows plenty of elasticity, holds shape. Ribbed cuffs. Leather buttons up front, button flap on chest pocket. Two lower frontpockets. Fiber content: 12 1/2% wool, 75% cotton, 12 1/2% rayon. Hand washable. Use LUX. Colors: camel tan, teal blue. Even sizes: 28 to 36-inch chest. State size, color. Shipping weight, 15 ounces.
43 D 7065 $1.85.
The metal zippers proved to be a problem because of World War II. Sears advised customers, "Note: The zipper front sweaters above and on following page were made before government [war-time] regulations were issued restricting zippers. We believe we have enough on hand to fill all orders; however, should our stocks become exhausted, we will fill orders with button-front sweaters. Remember, we gaurantee satisfaction or your money back.
These sweaters are designed for boys from about 10 to 16 or 17
years of age.
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