(Repost)The Garment Wars of 1913: Temple Brand, or “Approved By the Presidency”?

The competition for garment-wearing consumers was a brutal cockpit as early as 1913.

Here’s are two ads found at the end of the November 1913 IE.

The first is found on the page before the latter.  Next time: Manual of Young Manners, Chapter 1 and 2.



4 thoughts on “(Repost)The Garment Wars of 1913: Temple Brand, or “Approved By the Presidency”?

  1. Brian J. says:

    What a deal! You can get them pre-marked for only $0.20 a pair too. I’m going with West’s Mail Order House for all my garment needs. I never have the time to cut the marks and sew them myself anymore…

  2. Riddle says:

    I love the first one!

    “Special Notice to Garment Users” Sounds official, and as a “garment user,” I better read this (Wait…garment “user,” as opposed to say “wearer?” What does that even mean?)

    “It is recommended *and* advised” (By whom? “The most particular and careful buyers of garments…” And who is that; the First Presidency and Quorum of Twelve; our mothers, always the first line of defense in the war against dirty underwear?) “that TEMPLE BRAND garments be used exclusively.” Why? “Because of their superior quality, fit and finish!” You had me going there for a minute…I thought you were going to say because any other garment would not be “approved” and would therefore lack necessary covenant-backing capabilities…whew that was a close one! The photo of the SL temple is also a nice touch; even it approves of the APPROVED TEMPLE BRAND (manufactured exclusively by the Salt Lake Knitting Works for non-other than the “better class of trade and discriminating purchasers”).

    Wow, even my own mother could not humiliate me more into changing my underwear…

    What is also interesting, as anyone who has worked with unbleached cotton material recognizes, is the then lack of general requirement that garments be white.

    Good thing the church stepped in to stop all that garment madness!

    1. day2mon says:

      It is pure genius to name your label “Temple Brand”; why not start a corporation and call it the LDS Church?
      Oh yeah, a few guys did just that, and named themselves the corporation itself!

      1. Thomas says:

        Or why not start a couple other corporations and call them the Female Relief Society/Melchizedek Priesthood of the Church? They could then dictate the agendas of their own meetings, raise funds and print their own lesson manuals (that is, if they choose to have lessons as we know them). I wonder what the corporate takeover by LDS, Inc would look like?

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