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America 1930-1939: Fashion Research Article from American Decades

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Before the Depression Hawes had designed clothes for well-to-do women. In 1933 she hired herself out to a dress manufacturer to design ready-made clothes. Her moderately priced designs appeared in a storm of advertisements and promotion pieces, and she startled the retail trade with her unusual color combinations and designs. Though making a great deal of money, Hawes severed her connections with the manufacturer in 1934 when she discovered that dresses bearing her name were being made from inferior fabrics. Yet the money she earned in ready-made clothing financed the return of her own business, Hawes, Inc. In 1939, one year after the success of Fashion Is Spinach, she published Men Can Take It, an indignant attack on the uncomfortable clothing men wore. She advocated functional clothing without stiff collars, heavy belts, and stiffly buttoned coats.

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This section contains 139 words
(approx. 1 page at 300 words per page)
Buy the America 1930-1939: Fashion Encyclopedia Article
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