The country was in the market for Heroes in the 1920s. The sturdy, young veterans who’d recently fought, and won, the World War, fit the bill perfectly. The media presented the young heroes, the pride of their country, as victorious but modest. They were already becoming what heroes often become unintentionally: fashion trendsetters. America’s clothing manufacturers were now designing suits that, they believed, reflected this vibrant young American male.
The new look came at a time when America was hungry for fresh starts and new ideas. Unfortunately, the 1920s had a bad start. A sharp, post-war recession slowed business growth and consumer spending. But by 1922, the market had revived and the U.S. economy took off.
With the return of optimism and the promise of prosperous times, men grew tired of the heavy, bulky suits that filled their wardrobes as shown in these ads below from The Saturday Evening Post.
See more »