The ‘smooth to the sensitive skin’ promise of this Meridian underwear booklet is borne out in a small sample of the fabric stuck on to the inside front page. So you can actually: ‘Feel its fine and soft yet strong texture. Note that it is uniformly smooth both sides. Imagine the comfort and lasting satisfaction it will give you in the form of Underwear, Slumberwear or Bathing Wear.’
Underwear, indeed clothing, isn’t often referred to as strong these days. Strong is no longer much of a selling property for clothing. We expect and get a little less wear out of things. Yet no other underwear than Meridian would give you ‘such satisfaction and service.’
The cover of this little booklet is sweet. One can’t help but wonder what they are reading together. Most likely something along the lines of those ubiquitous second-hand bookshop finds: Wonder Encyclopedia For Children. This particular Meridian booklet is stamped for a shop called Howell Bros, Penarth. The brisk coastal weather in Wales would suggest they probably sold quite a few pairs of these double knit singlets and combinations (available in short or long sleeves, ankle, short, drawer or trunk legs) to both fathers and sons.
Lastly, Shelf Appeal would just like to draw your attention to the lovely pullover pyjamas pictured at far right (below). As well as a snazzy black and white checked braid edge around the top, they were available in Sky, Mauve and Apricot. Super. The colours of the bathing costumes? We’ll just have to use our imaginations.