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Books > Arts & Architecture > Industrial / commercial art & design > Fashion design
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Cc41 Utility Clothing - The Label That Transformed British Fashion (Hardcover)
Loot Price: R470
Discovery Miles 4 700
You Save: R126
(21%)
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Cc41 Utility Clothing - The Label That Transformed British Fashion (Hardcover)
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List price R596
Loot Price R470
Discovery Miles 4 700
You Save R126 (21%)
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The Utility symbol, CC41, is one of the most iconic symbols in the
history of clothing in Britain; instantly recognisable to anyone
who lived in Britain through the Second World War or the immediate
post-war years. Clothes rationing began in June 1941 in an effort
to cut down the nation's consumption of scarce resources; the
Utility scheme was started 3 months later as a method of providing
cheap, but well-made clothes for the less-well-off. The scheme was
such a success that over the next few years it was extended to
cover goods as widespread as shoes, furniture, lighters, pencils
and household linen. Mike Brown looks at the background to, and the
evolution of, the clothing scheme and the symbol as it changed to
include more items of clothing, from underwear to fur coats. He
also addresses the often misunderstood subject of 'Super Utility',
and the so-called 'Dinner plate' mark, uncovering the truth behind
a subject shrouded in mystery since its introduction. From somewhat
hit-and-miss early garments, through to 'the Couturier scheme', the
Utility symbol grew to be a mark of quality and value, which,
post-war, slowly deteriorated until many were removed from clothes
as a symbol of 'cheap and cheerful', and often not even cheerful
clothes. A fascinating explanation of a little understood scheme
with a wealth of knowledge complimented by colour photographs and
original illustrations throughout.
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