The Pittsburgh Press (August 3, 1941)
HOSIERY INDUSTRY, 40 MILLION WOMEN HIT BY SILK ORDER
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McNutt pledges federal aid to 175,000 workers; tongues wag on necessity for bare or cotton-clad legs; shoppers rush stocking counters
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By the United Press
Faced with a possible shortage of silk stockings, women shoppers throughout the nation were staging rushes on hosiery counters and shops yesterday. Here is a typical scene in a Pittsburgh department store as the word got around that American hosiery mills face a quick shutdown as the government ordered production halted on all silk for civilian use.
An Office of Production Management order, effective at midnight Saturday, stopping use of silk in the manufacture of hosiery and non-military items, ran smack into the fashion foibles of upwards of 40 million American women today and set tongues wagging over prospects of longer skirts, bare legs, and the return of cotton stockings.
More serious was the plight of 175,000 hosiery workers who were laced with loss of their jobs. In Philadelphia, the nation;s hosiery center, a majority of 235,000 workers were believed in immediate danger of unemployment unless ways were found quickly of producing enough nylon, rayon and long-fibered cotton substitutes.
Federal Security Administrator Paul V. McNutt said that the government would seek new jobs immediately for the silk workers, adding they had an excellent chance of being re-hired in defense industries.
Rayon set aside
The Office of Price Administration and Civilian Supply ordered rayon yarn producers to set aside one-tenth of production and yarn stocks for hosiery and silk manufacturers.
The most potentially significant angle of the situation turned up in Washington when Ruth O’Brien, chief of the Clothing and Textile division of the Bureau of Home Economics, who has directed three years of government research leading to the development of stylish cotton hosiery, announced that American mills are now ready to manufacture 40 million pairs a year.
About 20% of stockings now manufactured are rayon and a few are nylon, but these materials are limited because of defense needs. Miss O’Brien said four out of five pairs of hose would soon be made of the new cotton, which was sad to be stylish and smooth as silk, longer wearing, and not subject to “runs.”
Boom in sales
Meanwhile, women in many cities across the country were crowding into stores to start a boom in silk stocking sales. There was talk of lowered hemlines to cover bare or cotton-encased legs, but style centers and retailers foresaw no change in skirt lengths. Women interviewed across the country generally turned thumbs down on cotton hose.
Bare legs were considered, particularly during the summer months. But one Dallas dealer said Texans considered them “crude,” and that attitude seemed to be general.
A Department of Agriculture estimate said that about 36 million American women wear an average of a dozen pairs of silk hose each per year; six million wear rayon at a dozen pairs a year, and a million wear nylon or cotton at a dozen pairs a year.
Cotton council busy
The National Cotton Council in Memphis was quick to rise to its opportunity. It said in a statement directed to American womanhood:
Just because you can’t get silk stockings don’t go bare legged this winter. Failure to wear any stockings at all is flirting with colds and pneumonia… It is both practical and patriotic to wear cotton stockings.
An informal poll of women shoppers disclosed that most liked nylon better than silk, that they would “hate” to wear cotton hose, and that they approved bare legs until fall.
The rush for silk in Detroit this week more than doubled last week’s sales. Department store buyers said they believed they could sell fine lisle with a rayon mix, if necessary, but doubted that women would accept bare legs or lower hemlines. They pointed out that cotton feet and tops were accepted three years ago when hosiery prices rose.
Texas sales brisk
Texas department stores reported a brisk, increasing business in silk hose, and it was estimated that the state’s silk stocks would be exhausted by Jan. 1.
In Columbus, Ohio, sales in three large stores “skyrocketed.” Bare legs were said to be popular only among Ohio State University coeds. Both men and women were rushing to buy silk stockings. The average price for women’s silk hose was $1, and women there said they would wear cotton when silk was gone – but not until then.
The increase in silk buying in St. Louis ranged from 10-40% this week. The jump in sales in Kansas City this week ranged from 20% in low-priced shops to 300% in leading department stores. Kansas City retailers said there had been no appreciable retail price advance but expected one within 30 days.
Cotton for feet, tops
Manufacturers said they had been discussing with customers the possibility of going back to cotton feet and tops and pointed out that it would be possible to have four or five-inch cotton tops without lengthening skirts.
Buying was brisk in Atlanta; one women bought $27 worth of silk hose. In Cleveland, department stores noticed no upward trend in sales, but a manager of a door-to-door silk sales company said business had doubled in the last 10 or 15 days.
Nylon and medium grade silk stockings were most in demand in a buying rush in Pittsburgh, where ione department store reported a singled sale of $123, or 84 pairs. Prices were rising as much as 20¢ a pair in medium grade hosiery. Bare legs were increasing and leg “makeup” sales were rising.
Women in Indianapolis queried on the street and by department store sales girls said that bare legs were “out” and that went also for cotton stockings, unless everybody wore them. They suggested as a solution stopping the manufacture of men’s silk stockings, since men:
…wouldn’t know the different anyhow.