White Stag, 1953

Over the years I’ve written a lot about White Stag. It continues to be one of my favorite American sportswear companies, and with good reason. It represents a time when quality in clothing was more important than quantity. I’ve seen dozens of White Stag pieces from the 1940s through the 1960s over the years, and in only one instance can I say a piece looked worn out.

Until the 1960s, White Stag made most of their clothing from the same material they used to make tents and other canvas outdoors items. I’ve seen White Stag rucksacks that were made from the same fabric as a canvas coat I have. The fabric was sturdy and remarkably color-fast.

I recently acquired this White Stag blouse from one of my favorite vintage sellers, Past Perfect Vintage. I was eager to add it to my collection because I have some other coordinating pieces from White Stag. And that is part of the joy of collecting sportswear. I never know when a matching piece to things I already have will pop up.

And as luck will have it, I found an ad for this line from 1953. It does not show any pieces in brown, but the ad copy reveals that these items were available in “eleven sunbright colors.” White Stag used brown quite often, sometimes combining it with turquoise and black. I am hoping to someday find that nifty carry-all.

The top-stitching adds to the sporty look. It’s another common feature of White Stag clothing from the 1950s.

I have, on occasion, been accused of putting too much store in the labels found in vintage garments, but when combined with a dated ad, all the guesswork of when certain labels were used is erased. I know without a doubt that this label was used in 1953.