PROPAGANDA FOR WOOL

Timaru Herald, Volume CXLIII, Issue 20764, 26 June 1937, Page 15 (Supplement)

PROPAGANDA FOR WOOL

CLOTHES PSYCHOLOGY IMPORTANT ASPECT OF UTILITY Now that the wool industry of the British Empire is about to enter the field of publicity, doubtless special attention will be given to the study of clothing psychology by those who will conduct the important work of wool propaganda. Deeply rooted in mankind there is what may be termed a clothing psychology which may afford boundless opportunities for exploitation, says the Australian Mercantile, Land, and Finance Co., Ltd.

To-day, as throughout the ages, wool is looked upon as the chief utility clothing material of civilized peoples. In that respect—for utility purposes—wool appears to be well enough known among the masses, but are the attraction and beauties of high-quality woollen fabrics of various kinds appreciated as they might be, except by the comparatively few? There are latent-appealing virtues in wool, but the utility element is dominant sometimes to a painful, though useful degree. There is food for thought in the tendency to rely upon mass production of men’s suitings, and is this mass-production altogether good for the wooll-growing industry? Upon the subject, one of the company’s clients, who returned recently from England, made the following potent observations In a letter: —"During my trip I saw that men’s suits could be placed in three classes. First, the 50/- suit, the output of mass production; secondly, the six-guinea suit, skilfully tailored; and thirdly, the high-grade artistic suit, which cost about 12 guineas. The first is a utility article, admittedly, but just a body covering of average material and made up almost entirely by machinery. For this the lowest paid labour is employed, and the manufacturer of the cloth is obliged to supply the material, at cut prices to enable the mass producer to earn adequate returns from the large turnover of suits at 50/- each. The second is made by a master tailor employing experienced hands, and the material, style and cut of the suit are far superior to the first, while the third Is the creation of an artist who uses the best material and turns out a suit which is a pleasure to possess, and the owner of it feels better for the wearing of it.”

It would be to the benefit of the wool-growing industry if steps be taken to foster the desire to use not only the best of materials, but the output of the skilled tailor. The more superior suits are used the less likely are the mass producers to dominate the wool markets. And perhaps the wool grower himself could lead the way by acknowledging a measure of clothing psychology, and acquiring the habit of using the best. In the same way much might be done by women. Modern living conditions have created a special demand for light and flimsy garments, largely on account of convenience in laundering. This wear is to a great extent made from fabrics other than wool, but wool also should profit increasingly by the special demand as further progress is made by manufacturers in catering for modern requirements.

Lucky Escape To drop 80 feet down an old, disused well, to remain at the bottom without food or water, and to be recovered a week later without a single hurt was the experience last week of a sheep-dog owned by Mr Archie McKay, farmer, of Tirokino. After this unuusual accident, the dog is as good as ever, and is working sheep as if nothing untoward had ever happened. Agricultural Tractors During recent months quite a considerable number of new tractors have been purchased by farmers in South Canterbury. In some districts the horse is being ousted as a result of the use of the more expeditious modern tractor. Agricultural tractors in the Dominion at January, 1936, numbered 5710, against 5348 the preceding January. Of the 1936 year's total 1920 were in Canterbury, 810 In Wellington and 722 In Southland.