Despite increasing academic interest in both the study of
masculinity and the history of consumption, there are still few
published studies that bring together both concerns. By
investigating the changing nature of the retailing of menswear,
this book illuminates wider aspects of masculine identity as well
as patterns of male consumption between the years 1880 and 1939.
While previous historical studies of masculinity have focused
overwhelmingly on the moral, spiritual and physical characteristics
associated with notions of 'manliness', this book considers the
relationship between men and activities which were widely
considered to be at least potentially 'unmanly' - selling, as well
as buying clothes - thus shedding new light on men's lives and
identities in this period.
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