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Civilian Clothing utility label, WW2
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Civilian Clothing utility label, WW2
Civilian Clothing utility label inside a cotton garment. The labelling was introduced during the Second World War to help conserve resources, ensure a reasonable standard of clothing and keep prices down. Date: 1940s
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Media ID 14226735
© Mary Evans Picture Library/John Maclellan
1941 Civilian Cloth Cotton Garment Label Labelling Labels Material Osman Prices Resources Standard Stitched Stitching Textiles Utility Woven Conserve Made
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EDITORS COMMENTS
1. Title: "A Symbol of Wartime Fashion: The Utility Label in WWII Civilian Clothing" During the tumultuous 1940s, as the world grappled with the far-reaching effects of World War II, everyday life was significantly altered. Amidst the chaos and uncertainty, the fashion industry was no exception. In an effort to conserve resources, ensure a reasonable standard of clothing, and keep prices down for the general public, the British government introduced the Utility Scheme in 1941. This initiative, which became known as the CC41 scheme, led to the widespread use of utility labels in civilian clothing. The photograph captures a close-up view of a utility label, stitched inside a simple yet elegant cotton garment from the 1940s. The label, adorned with the distinctive red "CC41" insignia, bears the inscription "Made in England" and "OSMAN" – the name of the textile manufacturer. The label's minimalist design, with its woven fabric and white stitching, is a testament to the austere yet functional aesthetic that characterized wartime fashion. The utility label was a crucial part of the CC41 scheme, which aimed to regulate the production and distribution of clothing materials during the war. By limiting the number of fabric types and colors available to manufacturers, the government was able to ensure that resources were used efficiently and that clothing was produced at a reasonable price for the general public. The labels served as a mark of quality, indicating that the garment met the necessary standards set by the government. As the world marks the 80th anniversary of the beginning of World War II, this photograph offers a poignant reminder of the ingenuity and resilience of the British people during those challenging times. The utility label, with its simple yet evocative design, stands as a symbol of the collective spirit that helped the nation weather the storms of war and emerge stronger on the other side.
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