Trailblazing iconic fashion of the 1940s

advert for Rego

Although we look back at the 1940’s and think of it as a decade of mostly war and hardship, it was in fact a milestone decade for style in women’s fashion, despite the 1930’s being a hard act to follow.

With style icons such as Christian Dior, Ava Gardner, Bette Davis, Doris Day and Rita Hayworth, these women were trailblazers in styles and new silhouettes – many styles of which are still supported today in women’s fashion.

These adverts appeared in the local newspaper in 1943, encouraging women to invest wisely in their chose of clothing.  Rego was a large clothing retailer with over 100 stores across London and the Home Counties.  The company’s secretary, director and general manager, Lawrence Walker received a MBE in the King’s 1944 honours list.

The best investment for 18 coupons is a tailored-to-measure suit.

Coupons are far too precious to fritter away on clothes that will be looking sorry for themselves this time next year.  Whatever you buy now has simply got to wear – and nothing wears so well as a tailored-to-measure-suit.

There is the advantage, too, that it always looks right.  Working, shopping, even at a party, you can be sure of looking and feeling your best in a tailor-made.

At Rego you will find a better choice of Utility materials than anywhere else.  Many of the patterns are exclusive, too.  And because Rego have been expert tailors for seventy years you can rely on getting first-class workmanship, cut and finish.

There are over 100 Rego branches in London and the Home Counties.  Ask your Rego manager to show you the range of styles and materials.

Rego – Utility suits tailored to measure

104-106 High Street, Bromley
6 Elm Parade, Main Road, Sidcup
156 High Street, Eltham

Ladies fashion advert for Rego clothing shops
Advert for mens clothes at Rego clothing stores

Highest-grade cloth in a wide range of patterns

The highest grade of cloth in a wide range of patterns – many of them exclusive – is to be found at Rego.

A Rego suit made-to-measure with the expert cut, workmanship and finish which have characterised Rego tailoring for 70 years, is the logical answer to today’s most pressing clothes problems – lasting wear. 

Not only can it be relied upon to retain its smartness indefinitely – the efficiency of the Rego Planned Production system enables it to be sold at far less than the controlled prices for suits of the same high quality.  Over 100 branches in London and the Home Counties.

Women’s Rego advert -: Bromley & District Times, 7th May 1943, page 1
Men’s Rego advert – Bromley & District Times, 14th May 1943, page 7
London Gazette – Honours List, June 1944

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