The conscription of fashion

The innovative Utility cloth, clothing and footwear schemes were introduced between 1941 and 1943 as part of the Government's home front policy during the Second World War. The schemes aimed to make the best use of scarce materials, to free labour for the armed forces and munitions work and ensure a continuous supply of civilian clothes and shoes in the categories, sizes and qualities which people wanted. This fascinating study looks at why and how Utility schemes were set up and run by the Board of Trade, how they were received by manufacturers and retailer's, and what customers thought of Utility products. Drawing on original, unpublished sources The Conscription of Fashion reveals that although Utility schemes were little loved at the time and regarded by many as just one more example of wartime deprivation, the impact of Utility was widespread and beneficial: the tight control of raw materials and prices led to improvements in production and manufacturing standards in the retail industries and the price of clothing and cost of living index during the war period was kept down.