1943. World War II. Suddenly there are females now serving the war effort – the Women’s Army Corps, or “WACs”. This Quartermasters’ catalog devotes page after page to official regulation supplies for the new female Army personnel… Continue reading What the Well-Dressed WAC will Wear…
Was it hats that Sears was selling, or the American Dream? This catalog illustration portrays postwar manhood so idyllically that it’s hypnotic and a little spooky… Continue reading The Stepford Husbands
The Brown Fence and Wire Company, 1941: This page is eye-catching as much for the date as for the subject matter. It’s early 1941 and this moment, over half of American farms still didn’t have electricity…. Continue reading This Black Leather Team Harness will handle any farm job
During WWII, growing vegetables was not only patriotic – in a country still pulling out of the Great Depression, it was economical. Those packet of asparagus seeds were 5 cents each, and beans just 10 cents. Continue reading Vegetables – Vitamins – Victory!
B. Altman & Co, 1948: Was there ever a 20th-century gift more associated with fathers than a tie? Continue reading Give Dad a Tie for Father’s Day
National Bellas Hess “60th Anniversary Bargains” catalog, 1948. It's just possible this model is wearing an air filter on her head…or a maybe a once-fashionable hat. Continue reading Long Gone…both the Fashion and the Firm
Montgomery Wards, 1947 / These fellows, thanks to their snappy working wear outfits, could pitch hay or fill up your tank equally well Continue reading What the Working Man Wears