During the 1920s Jaegar clothes not just fashion but function & lifestyle

Jaeger Hand-Knit Magazine Cover
Smiling surfboards by Jean Julien

Jaeger is an English fashion brand and retailer of menswear and womenswear. Traditionally known for a classic ‘twinset and pearls’ image.

Health vs. Fashion

During the twentieth century, a movement arose that advocated for clothing to be worn as part of a sensible, healthy lifestyle rather than only for fashion. These concepts sprang from the work of nineteenth-century fashion reformers, in the same way, that English writer Edward Carpenter popularised the open-toed leather sandal for men. Individuals who felt fashion was a distraction from life’s more significant challenges expressed their sympathy with these garments, which became a major statement of social belief.

Using the same logic, Dr Jaeger, a German-born designer, created a new open-weave fabric for undergarments that promoted health. A broader line of clothes using the same name was commercially successful, earning a reputation for practical, well-made, and durable outdoor apparel. Inevitably, Jaeger looked to the broader tradition of similar clothes; hence, the tweed suit, such as 1929, made of woven Scottish cloth, presented itself as a hardy and valuable outdoor complement. Jaeger is still a well-known brand today.

Sources

McDermott, C. (1997). 20th-century design. Carlton.

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