1934 Article: College Clothes

[Marc Chevalier]

.

In another thread, we asked ourselves about the wardrobes of (male) collegiates. What did they wear? What was sold to them? How did they choose their clothes? What influence, if any, did they have on men's fashion?


Here to help is a fascinating article from the advance Fall 1934 issue of good ol' Apparel Arts. The topic? How to sell clothes to college boys. Have fun!

 

[Dinerman]

Those are great. Thanks for posting them Marc.
The 1 suit, 1 jacket, 1 pair of slacks makes great sense.

 

[Fletch]

So people in 1934 thought of those as "post-depression days"! (At least writers of trade magazine copy did anyway. )

The gist is clear: these were some of the few people around with any money. Not much, mind you - but any. And they were the most likely to become leaders in the community. You needed their business.

 

[Marc Chevalier]

From the article: "Representatives of out-of-town tailors will visit [the student's] fraternity house or dormitory."


How times have changed!

.

 

[Marc Chevalier]

So people in 1934 thought of those as "post-depression days"!

Wishful thinking. Say it's over, and it will be.


Still, you can't blame them. 1930-'33 was such an awful time for the menswear industry, they couldn't imagine going anywhere but up.

.

 

[Marc Chevalier]

From a fictitious clothing store ad: "We know what is being worn at your chosen college, for that is our business."


Can you imagine today's colleges having their own individual clothing style? Apart from Berkeley (which lays permanent claim to Birkenstocks and tie-dyes), I can't think of any.

.