Tag Archives: shoe prices 1937

A Pattern for Mother, Daughter, and Grandmother, 1937

Companion-Butterick Triad Pattern #7553, for Three Generations. From Woman's Home Companion, September 1937.

Companion-Butterick Triad Pattern #7553, for three generations. From Woman’s Home Companion, September 1937. Illustration by ERNST

Companion-Butterick “Triad” patterns usually were marked by their versatility: patterns with day and evening versions, or patterns that could be made in several ways to create a larger wardrobe. This is the first I’ve noticed that was versatile because it was equally suited to young, middle-aged, and older women. (There would be no savings in buying this unless all three wore the same size… and were still the same shape….)

“Pattern 7553 is designed for the family — a find for teas, luncheons, and bridge. To see it at its best you will want to make it up in an exciting new fall fabric and color.  For you mothers, we suggest a wool-like silk, bound in green grosgrain. It is a perfect foil for kid-trimmed brown suede shoes and a felt toque.” 1937 sept p 82 family triad pattern 7553 3 ages illus“For you daughters, very sheer wool is new in cranberry, a vibrant fall shade. Add high-cut black suede pumps, a felt calot, and you are dressed for any special occasion. You grandmother will like the heavy drape of satin-back silk  in soft blue tinged with lavender — a color flattering to gray hair. With this dull and shiny combination, no shoe could be nicer than one in black suede trimmed with patent leather.  And to complete your costume we suggest a felt hat in matching blue.”

1937 sept p 82 family triad pattern 7553 tops bodices 3 ages 500
The daughter’s calot is a close-fitting cap without a brim.  The styling of the bodices is varied, but, except for having shorter sleeves, the daughter’s version is not noticeably youthful. Grandmother’s heavy satin-backed silk is made with the matte side out and the shiny side used only as trim.  It also has ruching on the shoulders, perhaps to provide a little more bust fullness, and less puffy sleeve caps. Mother’s wool-like brown silk bound in green grosgrain strikes me as a bit too “Robin Hood.” (To be fair, the Errol Flynn Adventures of Robin Hood wasn’t released until May of 1938.) I’m hoping that’s a gorgeous Art Deco emerald clip on her neckline.

To my eyes, the most youthful-looking shoes are worn by the grandmother, not the granddaughter. 1937 sept p 82 family triad pattern shoes 500 7553 3 ages

From an Air Step Shoe Ad, September 1937. Woman's Home Companion.

From an Air Step Shoe Ad, September 1937. Woman’s Home Companion. “Most styles $6.00. Slightly higher in Far West.”

Notice how high and relatively narrow the heels on the “Fay” model are. Mother might also wear the “Stroller” heels, which are equally high, but not as thin. “Fernwood,” with a lower heel, looks more grandmotherly to me, and as recommended, they are suede or gabardine with patent leather trim. Perhaps the daughter is wearing “high-cut black suede pumps” with a zipper front, but these Air Step “Dianne” shoes would also do.

Air Step shoes, "Dianne" model, Sept. 1937. Woman's Home Companion.

Air Step shoes, “Dianne” model, Sept. 1937. Woman’s Home Companion.

The pattern information and back views of Companion-Butterick #7553: 1937 sept p 82 family triad pattern 7553 3 ages text back view



Filed under 1930s, Companion-Butterick Patterns, Hats, Shoes, Vintage patterns

Change-Abouts for Teens and Twenties: 1937

Change-About Fashions, Woman’s Home Companion, April 1937

Change-About Fashions, Woman’s Home Companion, April 1937

Companion-Butterick patterns often emphasized that they were economical because the dresses featured could be worn several ways, giving the look of a large wardrobe with only a few garments. These three patterns from the April 1937 Woman’s Home Companion are intended for teens and young women. (Sizes run through Junior Miss size 12 to a Ladies’ Bust size 38″) The text, by Fashion Editor Ethel Holland Little, says:

“If there is one rule that you Teens and Twenties can put at the top of every clothes list, it is: seek variety. You can wear so many of the new fashions. Why not arm yourself with all the season’s hits – the boleros, the bright prints, the colored sashes, the novelty piqués, the hats with fabric crowns? You can do this without stretching your clothes allowance too much – if you go in for change-abouts.

One day you wear it one way, the next, another – the simple dress that you vary by adding or subtracting a jacket, by substituting a belt for a sash. Try it; try all three of the change-abouts pictured here if you are looking for an economical way to put yourself on the fashion map.”

Companion-Butterick pattern #7296, April 1937.

Companion-Butterick pattern #7296, April 1937.

Pattern # 7296 looks demure with its jacket on; the surprise comes with the jacket off – revealing a back bare to the waist. 1937 april p 78 changebackless 500 7296

“No. 7296 is the beach dress you are practically forced to acquire if you want to build a reputation for knowing what’s what. Wide short skirt, cut-out back, and brief bolero – these are the three fundamentals of a style that looks right at the country club with its little jacket, on the sand without. Make both dress and jacket in a splashy surrealist print [popularized by Schiaparelli] or in this new combination of white linen with polkadot silk crepe. But in any case don’t forget your matching rubber-soled sports shoes (they’re cotton and remarkably inexpensive) and your big-brimmed fabric-crowned straw.

Was it a coincidence that rubber-soled Kedettes were advertised in the same issue?

Kedettes rubber-soled shoes ad, 1937. Keds and Kedetttes were made by United States Rubber Company.

Kedettes rubber-soled shoes ad, 1937. Keds and Kedetttes were made by United States Rubber Company.

“Kedettes are made by the makers of Keds and Gaytees. At the better stores… $1.29 to $2.25.”

Companion-Butterick pattern #7924, April 1937.

Companion-Butterick pattern #7924, April 1937.

“No. 7924 makes a good weekday school cotton – one that you can wear with or without the jacket according to the weather and your mood. It is perfect for a novelty piqué (the new ones are called by such pat names as boxbar or hexagon) and for a non-soiling shade such as this wine red, printed and plain.” [Note: She seems to be wearing a pair of the Kedettes featured in the ad.]

Companion-Butterick pattern #7298, April 1937.

Companion-Butterick pattern #7298, April 1937.

“No. 7298 is your silk daytime dress – made to order for club gatherings and monopoly parties. Wear it on Friday the ninth with the printed collar and peplum. Appear on Friday the sixteenth with a tricolor ribbon sash. The crowd won’t know it’s the same dress at first, and when they do, they’ll applaud your sorcery.”

If you look closely, you’ll see that there is no jacket – the same print fabric is used for the detachable collar and peplum, and the peplum is attached to a belt. 1937 april p 79 change abouts teens twenties peplum



Filed under 1930s, 1930s-1940s, Companion-Butterick Patterns, Old Advertisements & Popular Culture, Shoes, Sportswear