ITALIAN INFLUENCE ON MEN’S CLOTHING IN DECLINE

Press, Volume C, Issue 29424, 28 January 1961, Page 15

ITALIAN INFLUENCE ON MEN’S CLOTHING IN DECLINE

The Italian influence on men's clothing in England is now being superseded by a return to the more conventional truly British styles, according to Mr A. F. Rich, export sales director of a Yorkshire group of men’s clothing manufacturers. After visiting several North Island centres during the last week. Mr Rich stopped briefly in Christchurch yesterday during a three-week tour of the Dominion. Describing the recent Italian influence on the clothing industry in the United Kingdom, Mr Rich said that like many other changing styles and fashions, this had been only another phase. Unfortunately this phase had tended to become cheapened by indiscriminate manufacturers until it was not always suited to the British climate and physique. “In fact the term ‘ltalian style’ is now unmentionable at home.” he said. The new recently introduced "London Line,” although incorporating some features of the Italian styled clothes, aimed at a more youthful and athletic line, said Mr Rich. Featuring narrow lapels, a natural shoulder line with slightly slanted pockets and slim-look trousers with narrow cuffs, it was still basically in accordance with Italian influence, although slightly more conservative. Still in popular demand in the United Kingdom, however

was the short 40 inch type Continental raincoat which was also growing in demand in Australia and New Zealand. Of the future, it was difficult to predict very much although it was certain that with possible modifications, the new “slim line” would be in for many years yet, said Mr Rich. Discussing the general increase in fashion consciousness among men in Britain, Mr

Rich said it was largely due to the growing prosperity. Similar trends were also noticeable in Australia and New Zealand. Particularly in New Zealand, there was very little difference in general standards of taste from those of Britain. In the sportswear line trends were generally towards the brighter colours in all three countries he said. It seemed that men today had a more lively colour sense and demanded gayer, brighter effects in their clothing. Although many persons now believed that synthetic-fibre materials were at present ousting natural fibre fabrics for general wear, this was not entirely true, said Mr Rich. "The trend is still for good quality all wool worsted fabrics rather than the synthetic types. These latter are more being used for the lighter summerweight materials and particularly in the trouser line are at present gaining considerable ground." After a further two weeks visiting centres throughout New Zealand, Mr Rich will fly to Canada and the United States to introduce his firm’s products there.