A Magazine Called “Quits”

Press, Volume CVIII, Issue 31785, 16 September 1968, Page 13

A Magazine Called “Quits”

Carl Smith started a house mazagine at Munns in 1936 and called it “Quits” It was part of his programme of personal service.

The first edition appeared at Christmas and thereafter became a record of fashions and prices in men’s wear. Some of the items of apparel discussed in pre-war days would raise a laugh and an eyebrow today. Sets of garters and braces 4s 6d, silk covered armlets Is 3d, shirts from 7s lid, dressing gowns 27s 6d, blazers from 255.

For “shy young men” the man’s shop provided a select range of gifts for ladies. Swimming costumes 14s 6d, bathing caps Is, boxes of handkerchiefs from Is lid. The Christmas 1938 edition of “Quits” carried a note from the editor which not only explained the name of the magazine but told of the departure by man from drabs to colours in his attire.

“You see, it’s this way,” he told his clients.

“Henry the Eighth told his wives where they go off (one by one). Those were the good old days. Then he was told much the same thing by—was it Joan of Arc or Lady Godiva? The male was degenerating. “With the animals and birds its different One hardly ever hears of the pea hen. In fact some people think all pea cocks are bachelors. Imagine this handsome fellow handing over the glory of his tail to his wife—it’s unthinkable. Yet virtually we have done this.

“Who wears the fully fashioned, ladder proof, stain proof pure silk sheer waste in savage red cheese mould blob blue and dust for which we pay a guinea a pair? “And the coat for which 200 little musquashes gave their skins and in payment for which 200 little guineas found their way from our pocket into the insatiable palm of Messrs Skin, Flint and Company. “And until the emancipation now in progress men were encouraged to boast, ‘l’ve worn this suit for 15 years,' or “this hat was bought from Dunn’s in London in the last year of the reign of Queen Victoria.’

“ ‘Quits’ is the official organ of emancipation. It guides the lately released males in their first faltering steps of

colour freedom. We are glad to find however, that the ladies themselves are the most enthusiastic emancipationists happy for their men to be quits.” In 1938 Munns, Ltd, started a passport club for their patrons. It was more than a gimmick as it gave the firm as good a record of the client members as a certain other prevention and detection organisation uses widely. This was the scheme. The firm allotted cards bearing the name, address and photograph of the client, size in hats, shirts and other apparel. The idea was to enable Munns to attend to clients

requirements swiftly and surely. The service paid off. It helped the firm and was a boon to busy businessmen. It was launched in the house magazine “Quits" which also gave clients tips about dress and answered queries about fashion. For example It answered the question if a white waistcoat was correct with a dinner jacket. “It is not incorrect but Is best avoided.” “When is double breasted dinner jacket correct?” On every occasion when a single breasted may be worn. For informal dress occasions

or for formal occasions where ladies are not present. The Easter 1939 edition of “Quits" published a wedding chart for the bridegroom. For a formal day wedding he would wear a black morning suit, black or grey waistcoat, black silk or grey top hat, white shirt, wide end tie starched wing shape or turn down collar, yellow or white chamois or white kid gloves, black or grey socks, black grain lea.aer shoes, white or grey spats. The spring 1940 edition of “Quits” reported scientists as predicting the ultimate extinction of the collar stud. “It Is comforting to learn

however, that this catastrophic event is not likely to take place in our time,” said “Quits.” “Its use is a matter of tradition and all attempt to remove it have so far ended in dismal failure.” “Quits” was enlisted In the war effort and hundreds of copies were sent to New Zealand servicemen abroad.