The 1930s was a fascinating era for fashion, with styles blending the elegance of the 1920s with the more practical and tailored looks necessitated by the Great Depression. These trends are beautifully illustrated in this advertisement page from the 1935 Chicago Mail Order Company catalog, showcasing a variety of stylish yet budget-friendly clothing options for men, women, and children alike.
Among the featured items are men’s shirts labeled as “Sanforized,” a term that was becoming a standard in the textile industry at the time. Sanforization, a process invented in the early 1930s, refers to pre-shrinking fabric to ensure a better fit and minimize shrinkage after washing. This innovation became a major selling point, as consumers were drawn to practical and durable clothing during economically challenging times. The shirts on this page not only include this new luxury of pre-shrunk fabric but also come with stylish additions like matching ties and initialized tie clasps—a proof that even utilitarian menswear retained a focus on refinement. Accompanying the shirts are classic men’s summer hats, a must-have accessory for any fashionable gentleman as protection from the summer sun and a continuation of early 20th-century hat culture.
For women, the catalog features boucle knit sweaters—light but warm, they were perfect for layering during transitional seasons. Boucle fabric, with its textured and looped appearance, gained popularity in the 1930s for adding a hint of luxury to otherwise practical garments. The sweaters were paired with silk crepe de chine scarves, offering a touch of sophistication and softness. Crepe de chine, known for its soft texture and matte finish, became widely popular in women’s fashion, often used for dresses, blouses, and accessories. These wardrobe staples provided women with stylish, affordable options during an era when clothing had to balance flair with frugality.
The children’s section is just as delightful, offering a glimpse into how young boys’ and girls’ outfits echoed the styles of their adult counterparts. A two-piece outfit for boys, designed for ages 3 to 8, speaks to the early 20th-century trend of dressing young boys in miniature versions of men’s clothing—a departure from the Victorian-era tradition of dressing young children in gender-neutral frocks. Similarly, for toddler girls, an organdie dress and bonnet combo is featured. Organdie, a lightweight, crisp, sheer cotton fabric, was highly sought after for children’s clothing, particularly for warm-weather outfits and special occasions. This adorable ensemble would have been ideal for church, parties, or family photos, encapsulating the refined sweetness that marked children’s Sunday best during the era.
Looking back at these items, it’s incredible to note the craftsmanship and attention to detail that went into every garment, despite the economic hardships of the Great Depression. These clothes reveal not only what people were wearing but also reflect the mood and innovations of the time. The 1930s fashion scene had to adapt to a global climate of financial strain, and on pages like these, it’s clear just how designers and retailers walked the line between practicality and style.
The advertisement page also gives us a sense of how far-reaching mail-order catalogs were in making stylish and affordable clothing accessible to the average American family. By 1935, catalogs like this one were a household staple for many, especially for those living in rural areas without direct access to department stores. The Chicago Mail Order Company served as both a fashion guide and a shopping destination, bringing trends from urban centers into homes across the country.
In addition to showcasing specific garments, this catalog page represents a broader snapshot of family fashion in the mid-1930s. Men’s fashion emphasized simplicity, subtle elegance, and utility. Women’s clothing leaned towards lightweight, versatile pieces with hints of femininity and softness. Children’s fashions, while stylish, were designed with play and practicality in mind. Together, these styles reflect a nation striving to maintain a sense of normalcy and self-expression during a time of economic uncertainty.
Fashion historians today find catalogs like this invaluable, as they capture the evolving styles, textiles, and technologies (such as Sanforization) of their time. Whether you’re seeking to recreate an authentic 1930s look or are simply fascinated by the intersection of history and fashion, this page illustrates the charm, functionality, and adaptability that defined Depression-era clothing.
Take a closer look, and you’ll find more than just shirts, hats, sweaters, and scarves—you’ll peek into a world where fashion provided a source of joy and identity amid challenging circumstances. Even today, these vintage styles inspire us with their timeless grace and thoughtful details.
Get 10% Off Your First Vintage Find
Subscribe to receive a 10% off welcome coupon by email, plus early access to new vintage drops, behind-the-scenes sourcing notes, and scans of the old photos, programs, and paper ephemera I uncover and digitize.
Almost there! Please check your email inbox right now and click the link in our confirmation message to complete your subscription. (If you don't see it, check your spam folder!)