Figure 1.--This page shows the boys' underwear offered by Sears in its Fall-Winter 1942-43 catalog. |
|
This page from the Sears 1942 Fall and Winter catalog
for 1942-43, p. 298 illustrates three alternative styles of boys' underwear--(1) the traditional union suit with long sleeves and legs at the top for cold weather; (2) sleeveless shirts and broadcloth shorts for warmer days; and (3) the increasingly popular white knit briefs and tee-shirts for younger boys. The union suits come in sizes from 4 to 16 years of age. The broadcloth shorts and sleeveless shirts fit boys from 6 to 16. The briefs and tee shirts offered here only go up to age 10, but they were also worn by older boys and adults because the ad specifies that they are "styled like dad's and big brother's."
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 in their Fall-Winter 1942 catalog offered various types of underwear for boys. There were both union suits separate shirts and shorts. The ad copy read, "Boyville Union Suits in warm winterweight. Flat Knit Cotton Thickly Fleeced. "Like wrapping yourself in a blanket"
There were twonweights of union suits.
The Sears ad copy read, "97 c. Each. 3 for $2.86. Medium weight. Loose fitting . . . full sized. If you want real warmth and comfort, you're sure to get it here. This heavy cotton fleece line underwear is Boyville brand . . . a name so famous for good quality boy's wear. Long sleeves and ankle length legs keep him snugly warm . . . even on the coldest days. Ribbed cuffs and anklets fit neatly around wrists and ankles. Convenient one-button flap seat. Shipping weight, each suit, 1 pound, 2 ounces. Color: Mixed random. Even sizes: 4 to 16. State size wanted.43 D 7548 -- Each 97 c.; 3 for $2.86."
The Sears ad coopy read, "$1.25 Each. 3 for $3.70. Extra heavyweight Thicker fleeced cotton. This underwear is even warmer and longer-wearing than the suit shown above ... because it has thicker fleecing inside, and it's knit of extra heavyweight yarns. The flat knit fabric holds the warmth in, keeps the cold out. Heavy and bulky, it's just the suit for coldest weather. Long sleeves and ankle length legs, with trim ribbed cuffs and anklets that give real protection against the cold. One-button flap seat. Front closure is strongly sewed. Shipping weight, 1 pound, 7 ounces. Color: cream. Even sizes: 4 to 16. State size wanted on order.
43 D 7549 -- Each $1.25; 3 for $3.70.
Sears had a second page for boys nion suits. Here we have four different styles. Note that the union suits have much greater prominence than the briefs and tee shirts or than the broadcloth shorts and sleeveless knit shirts. This ad takes up two entire pages of the Sears 1942-43 Fall and Winter catalog (pp. 300-301). In 1942 union suits or waist union suits (see another HBC page for 1942 on the waist union suits) seem to have remained the standard underwear for boys. The shorts and shirts were still a minority style apparently. After the war ended in 1945, union suits, although still available, became less popular.
Seas also added a variety of separate shirts and shorts.
The Sears ad copy read, "Thrift special Shirts and Shorts. 23 c Each garment; 4 for 89 c. Cut full from waist to crotch, side to side.
Low-priced cotton broadcloth shorts, rib knit cotton shirts. Cut full sizes throughout . . . no skimping. Shorts have bartacked fly front; smooth fitting waistband, 3 buttons yoke front. Shirt has hemmed bottom, tubular neck and arm openings. Shipping weight: each garment, 4 oz.
43 D 7517 -- Shorts: assorted patterns. Sizes: 6, 8, 10, 12, 14, 16. State size wanted 43 D 7500 -- Shirts: white. Sizes: small (6 to 8), medium (10-12), large (14-16). State size wanted. Each garment 23 c.; 4 garments 89 c.
The Sears ad copy read, "Warm, rib-knit cotton. 32 c. Each Garment; 4 for $1.24. Shorts and Shirts ... sizes 4 to 10. Ideal underwear for little boys because it's rib-knit throughout to give stretchy freedom . . . and lightly brushed inside for extra warmth. Styled like dad's and big brother's. Shirt has short sleeves; shorts have ribbed cuff; fly front, double crotch. Shipping weight, each 4 ounces. Color: cream:
Sizes 4, 6, 8, 10. State size. 43 D 7420--Shirt 43 D 7421--Shorts
Each garment 32 c.; 4 for $1.34.
The Sears ad copy read, "Boyville Shirts and Shorts -- Postive Wear -- Guaranteed Shorts 29 c. Each garment; 4 for $1.12. Triple stictched seams. Guaranteed not to rip. Double fabric trooper seat. Double bartacked fly front. Fine quality cotton broadcloth shorts. More comfortable and longer wearing than those at left. Your money back if they rip. Assorted patterns similar to picture. Shipping weight, each 4 ounces. Sizes: 6, 8, 10, 12, 14, 16. State Size. 43 D 7525 -- Each 29 c. 4 for $1.12."
The Sears ad copy read, "Rin knit. Pilgrim tailored. White. Shipping weight, each, 4 ounces. Sizes: small (6-8); medium (10-12); large (14-16). State size wanted. 43 D 7508--Each ... 29c. 4 for $1.12.
Navigate the Boys' Historical Clothing catalog/magazine pages: Navigate the Boys' Historical Clothing Web Site: Navigate the Boys' Historical Clothing Web Site:Medium weight
Extra heavy weight
Other Sears Union Suits
Separate Shirts and Shorts
Thrift special shirts and shorts
Rib-knit cotton
Boyville Shirts and Shorts -- Postive Wear
Fine cotton shirts
HBC
[Return to the Main American mail order 1942 age]
[Return to the Main American mail order 1943 page]
[Main photo/publishing page]
[Store catalogs]
[Fashion magazines]
[Introduction]
[Activities]
[Biographies]
[Chronology]
[Clothing styles]
[Countries]
[Bibliographies]
[Contributions]
[FAQs]
[Glossaries]
[Images]
[Links]
[Registration]
[Tools]
[Boys' Clothing Home]
[Sailor suits]
[Sailor hats]
[Buster Brown suits]
[Knickers]
[Eton suits]
[Rompers]
[Tunics]
[Smocks]
[Long stockings]
[Stocking supporters]
[Underwear]
Created: 7:05 PM 3/28/2005
Last updated: 8:40 PM 3/29/2005