Azure skies, turquoise seas, golden sunshine… and half the colors of the rainbow going down the gangplank to met the other half on the dock! Colorful as a Bermuda arrival are the new soft shades of Hockanum Woolens for Spring! Coats, suits and dresses made of these beautiful fabrics… for Southern resorts or immediate wear at home…. are now being featured by good shops all over the country.
Whatever happened to fabric awareness? There was a time, not so very long ago, that the makers of your dresses’ fabrics were just as important as the makers of the dresses themselves. People knew that quality began with the fabric, and the designers knew that the fabric was an important part of the over all design, and that consumers knew the difference between high quality goods and shoddy ones.
Today, a great deal of the fabric that makes up our clothes is made by giant, anonymous Asian factories. However, there are still some American weavers, and you can sometimes spot a label that declares that the fabric was woven in Italy or France or Ireland, or even Japan. Pay attention, because the makers are trying to tell you that they are proud of this fabric. Feel it and see if you agree.
The Vintage Traveler 
I love the descriptive language in vintage ads – and your comments about pride in worksmanship, so important to quality. If you start with poorly made materials, your end product will suffer.
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You post such wonderful things, Thank you
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You are so right! Other than “the touch, the feel of cotton the fabric of our lives” the only fabric awareness I am currently, um, aware of, is that of “technical” fabric–the stuff runners and other athletes care about. And that’s most likely because I live with an avid runner.
And that cotton ad isn’t anything new–but at least that ad still runs.
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