1940s catalogue Archives

This past weekend I attended a new event in Toronto called “The Toronto Antique & Vintage Market” at the CNE grounds. I was attending on behalf of the Toronto Vintage Society and also for my own pleasure..hello Vintage Shopping! The event was a pretty good size with booths selling everything from vintage clothing to vintage postcards and antique furniture.

I had a very limited budget so I knew that I was not going to go all hog-wild on buying things, plus my closet is getting so jammed I really have no space to store any new clothing items until I do a purge (which is going to be almost impossible). So my plan..keep it small and easy to store. Well the show had lots of that so I scored a few awesome finds, and here is what I found….

One of my favorite finds from the show-a 1940-41 Fall & Winter Eaton’s Catalogue (Take a look inside HERE).

Eaton’s was once Canada’s largest department store retailer. It was founded in 1869 in Toronto by Timothy Eaton, and it grew to become a retail and social institution in Canada. With stores across the country, buying offices around the globe, and a catalogue that was found in the homes of most Canadians (we always had one in my home). Sadly in 1999 the company went bankrupt, so now finding pieces of history like this is means just a little bit more for vintage history lovers like me (Source).

1940s Eatons Catalogue Fall & Winter Fashion — The jacket is absolutely DIVINE!

Find # 2: 1950’s Rosanna Knit Sportswear Bolero

This sweater has the most wonderful details as you can see below and is in MINT condition. I got it for a steal AND it’s small so it will fit in whatever remaining space is left in my closet.

Next Purchase a Vintage Brooch-It needs a bit of TLC but I actually don’t mind the fact that there is only a bit of green left on the palm trees. Adds Character 🙂

Now my small but mighty finds-Several Vintage Photos from the 1940s and 1950s:

The below image has a story to tell and I love it! I believe that the couple is going on their honeymoon or something very important because air travel in the 1940s was not something you just up and did like we do today. Plus they look really really nice, which is nothing out of the norm for air travel in the early days but they just look like it’s a special occasion.

I think it is also great that the plane in the background is actually a Canadian airline (no longer around) called “Canadian Pacific Air Lines“. I love finding images like that this have a bit of Canadian history tied to them.

Lastly, lets talk about her outfit. Her hat is just amazing and so very different from what I normally see. She also has great peep toe shoes purse and her classic suit goes a long long way in the “simple but stylish” department.

1940s Vintage image of couple in front of Canadian Pacific airplane — 1940s couple in front of Canadian Pacific Airplane

Next up we have this 1940s cutie in a double-breasted winter jacket, that just looks soooo warm! Hopefully warm enough to keep her exposed head and toes warm too. Aren’t her shoes great?!

I was drawn to this picture for the simple beauty coming off the paper. She looks very happy smiling for the camera, and I wonder what her story is? Maybe off to see a loved one return from war?

1940s women in a coat image — 1940s Beauty

When I saw this picture my girlfriend and I tossed back and forth whether she was wearing a playsuit or not and finally after both agreeing that is was VERY clear that she was, I had to buy it!

Her playsuit is just great and looks totally comfortable. I love how she paired the simplicity of the outfit with nice big flowing 40s hair, some sort of brooch and big bow peep toe heels. Future Pinup Model? I think so 🙂

I am curious on where she is though? Those heels don’t look to easy to walk in for a stroll in the woods.

1940s woman in a playsuit — 1940’s Playsuit for the Win!

Next up is a early 1940s (maybe late 1930s) beach photo from my hometown of Sarnia, Ontario. The beach was at Canatara Park a frequent hangout for those who wanted to catch some rays and go swimming in Lake Huron. I was super excited to find this picture because I have never really seen any cool “life images” from my hometown. So to stumble upon a postcard with this image was a wonderful surprise for me.

I’m totally digging the swimsuits and hair in this photo.

Next up we have the most stylish 1950s Housewife on the block. Lets call her Marge 🙂 Isn’t she just lovely?

What colour do you think her dress is? I can’t seem to decide personally.

I also found this super funny postcard that from what I can see was mailed in the 1950s (according to the back) from one woman friend to another. Isn’t it hilarious??!!

Lastly I did NOT buy this at the show but I had to share it. I stumbled upon a 1930s Hair Perming Machine and had to take a picture of it. It was crazy cool and crazy scary at the same time! Can you imagine sticking your head under this thing?

1930s vintage hair perming machine — 1930s Perming Machine-Made in Hamilton

And that was my finds friends! Did you do any recent shopping this weekend or week? If so what was your favorite find?

Liz 🙂

“What is Montgomery Ward“?

Montgomery Ward was created by “Aaron Montgomery Ward” in 1872 as the first every dry goods mail-order catalog business in Chicago Illinois. After several years of working as a traveling salesman among rural customers. He observed that rural customers often wanted “city” goods but their only access to them was through rural retailers who had little competition and offered no guarantee of quality. Ward also believed that by eliminating intermediaries, he could cut costs and make a wide variety of goods available to rural customers, who could purchase goods by mail and pick them up at the nearest train station (Wikipedia-Montgomery Ward).

Montgomery Ward Firsts and Highlights

The Slogan “satisfaction guaranteed or your money back”, Ward began using in 1875 (he created it)

In 1883, the company’s catalog, which became popularly known as the “Wish Book”, had grown to 240 pages and 10,000 items

By 1904, the company had grown such that three million catalogs, weighing 4 pounds each, were mailed to customers

1926 the first Retail store is opened

1929 saw Montgomery Ward Double its stores to 531 across the United States

In 1939, as part of a Christmas promotional campaign, staff copywriter Robert L. May created the character and illustrated poem of “Rudolph, the Red-Nosed Reindeer.” Six million copies of the storybook were distributed in 1946. The song was popularized nationally by the actor and singer Gene Autry

1950’s saw the store fall into its eventual downfall as the company was slow to respond to the general movement of the American middle class to suburbia. It’s competitors (like Sears) built stores where the customers where, Montgomery Ward chose to stay in City Centers and Main streets where the customers no longer shopped like they used too

1985 the catalog portion of the business closes

December 28th, 2000 Montgomery Ward makes the announcement that it will shut its doors for good (Wikipedia-Montgomery Ward).

Wow that is some history, terribly sad that the business ended up closing its doors in the end though 🙁

All that sad part aside, lets take a look at some of the pictures from the Catalogue shall we? (Note: You will be seeing more of this book in future posts as I plan to use it as reference for blog posts to come).