Tag Archives: Indian Head cloth

Sanforized Ad, 1933

Ad for Sanforized, pre-shrunk fabrics, Delineator, June 1933.

Shrinkage used to be a big problem with new clothing — especially if a cotton garment puckered and got tighter after washing, and kept shrinking with subsequent washes.

Text of Sanforized ad, Delineator, June 1933. “Sanforized process of controlled shrinkage, Cluett Peabody & Co.

“…New Sanforized-shrunk process by which chic new cottons and linens are completely shrunk so that they absolutely cannot shrink no matter how often you tub them.”

In 1930, Sanford Cluett devised a method for pre-shrinking fabrics without giving them that “limp washrag” look.

“Basically, he designed a machine on which cloth passed over a contracting elastic felt blanket where the pulling action during manufacturing was adjusted by a pushing action…. This process was named Sanforized in his honor [the d was dropped], registered in 1930 and ultimately became a worldwide famous trademark.” — Pamela Snevily Johnston Keating, quoted by info.fabrics.net

Many textile manufacturers were already using the Sanforizing process by 1933:

Textiles listed in the Sanforized ad, 1933. The letters A – G refer to fabrics shown in the Butterick dress patterns illustrated on the same page.

The cooperation of advertisers and editors in fashion magazines is nothing new. Delineator magazine was published by the Butterick Publishing Company, and all the fashions sketched for this ad were made from Butterick patterns.

Top of Sanforized ad illustrated with Butterick patterns. 1933. It looks as though the actual fabrics were photographed and the photos incorporated into the illustrations.

Not all these patterns were also featured in fashion illustrations in Delineator, but I did find some:

Right, Butterick 5104, called “White Frosting.”  Delineator, June 1933.

It looks so different that I wondered if the pattern number was printed correctly, but in this enlargement I see the same three-button closures at shoulder and hip:

Two versions of Butterick 5104. 1933. The white frill could be purchased by the yard and basted into place.

Two illustrations of Butterick 5140. June 1933.

Girls’ dresses 5159 and 5153, Butterick patterns from June 1933, featured in ad for Sanforized fabrics.

Obviously, washable, shrink-proof clothing for children was a great improvement! Butterick illustrated number 5153 on a slightly older girl. It’s still very appealing:

Left, Butterick dress 5153, for girls 8 to 15.

“It’s a dress you 12-year-olds can make yourself!”

Pattern 5159 was for younger girls:

Butterick 5159 for girls 2 to 7. The shoulders are “ringed” with tiny sleeves, extending the shoulder. “Nice in white with tomato red buttons and piping” or in gingham.

A Swatch of Sanforized Fabric and a  Doll Clothes Pattern

Not forgetting that most girls like dolls, and finding a very clever way to encourage women to order a sample of Sanforized fabric, the ad offered a pattern for doll clothes:

For a dime, you could order a doll clothes pattern including enough Sanforized fabric to make doll pajamas,  a dress, and a beret.

I haven’t found a specific Butterick pattern with those three ingredients — perhaps it was exclusive to this offer — but there were plenty of Butterick doll patterns available:

A doll wardrobe which included beach pajamas. Butterick 436 from December, 1930. (The little girl at left wears lounging/beach pajamas, too.)

Butterick doll wardrobe 443, from October 1933. Dresses, pajamas, and a beret-like hat.

A doll college girls used to decorate their bedrooms…. Butterick 438, from December 1930. “A very rakish beret” was included.

Those may not be “real sailor trou[sers]” as known in the navy, but they are definitely 1930 chic!

Let’s “give three cheers and one cheer more” for Mr. Sanford L. Cluett and his Sanforized fabrics!


Filed under 1930s, Children's Vintage styles, Old Advertisements & Popular Culture, Sportswear, Women in Trousers

Fall Color from Indian Head Cloth, 1920s

Ad for Indian Head Cloth, Delineator, September 1925.

Ad for Indian Head Cloth, Delineator, September 1925.

Indian Head was a brand that assured customers that its cloth was colorfast — it could even be boiled — and it was guaranteed not to run or fade.

Schoolgirls, Ad for Indian Head cloth, Sept. 1925. Delineator.

Schoolgirls, Ad for Indian Head cloth, Sept. 1925. Delineator.

The text next to this picture says, “The young girl knows that her school dresses of Indian Head are smart, attractive, and comfortable. The new Permanent Finish gives the appearance of lightness, but quality and weave are unchanged.”

Ads from the previous year (1924) usually emphasize the appropriateness of Indian Head for children’s clothing.

Here, a mother admires the way her little boy’s “Tom Sawyer suit” emerged from the laundy:

Ad for Indian Head cloth, Sept. 1924, Delineator.

Ad for Indian Head cloth, Sept. 1924, Delineator.

“The spot came out, but the color stayed.” “This dress can be made at home with Standard Designer pattern No. 7696. The boy’s suit is one of several Tom Sawyer suits made of Indian Head.” 1924 sept p 52 indian head fabric#7696 ad bottom text 500

“Scrub them; boil them; the color will not fade. . . . We guarantee every garment or other article bearing the Indian Head label to give perfect satisfaction as to fast colors, workmanship, and finish. If not, we will refund the total cost of the article.”

This advertisement also offered a free booklet to help women choose the most flattering colors for their own clothing. “The blue that brunettes should wear, and hues that give color to pale cheeks, are among the color harmonies explained in our booklet, ‘Your Color and Why.’ It is sent free upon request.”

An Indian Head Ad from May, 1924 shows a picture of the “Bag for 25 cents,” available in two color combinations, jade-and-mimosa-yellow, or silver-and-peach.  For 25 cents, you got the material to make this handbag.1924 may p 54 indianhead cloth hem mom kid bag 500Indian Head cloth was also advertised not to fade in the sun; letting down hems cam be a problem if the cloth inside the garment, protected from the sun, is a different color than the rest of the dress. 1924 may p 54 indianhead cloth hem 500“When you let down the hem you will find that the color of the skirt has not changed a bit, for —”

Indian Head cloth guarantee, May 1924, Delineator.

Indian Head cloth guarantee, May 1924, Delineator.

Amory, Browne & Company, which produced Indian Head Cloth, also made Nashua Blankets, Gilbrae Ginghams, Parkhill Fine Gingham, Lancaster Kalburnie Ginghams, and Buster Brown Hosiery.

Indian Head label, May 1924.

Indian Head label, May 1924.

This logo appeared in the selvage of yardage, and commercially manufactured clothes made from Indian Head cloth also had a hang-tag naming Indian Head. Obviously, this was a company that took pride in its product. For a detailed history of the Indian Head label and Amory, Browne & Co. by info.fabrics.net, click here.





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Filed under 1920s, bags, Children's Vintage styles, handbags, Hats, Old Advertisements & Popular Culture, Purses, Vintage Accessories