Laura Ugolini is Director of the Committee in the Centre for the History of Retailing and Distribution, University of Wolverhampton, UK.

’... a welcome contribution to the emerging study of men and consumption.’ Business History Review ’...a valuable addition to the growing literatures of gender, fashion, and consumption in the nineteenth and twentieth centuries.’ Enterprise & Society ’Overall, this book represents an important contribution to our understanding of retailing and of consumption practices, drawing on a wealth of material not available elsewhere.’ EH.NET ’... the chapters on menswear during the First World War, on democratisation of male attire, and on selling menswear, are outstanding; the quality of the research throughout is exceptional; and the whole makes a substantial contribution to our understanding of the importance of garments, and their consumption, to the making of masculinity. Ugolini has dug deeply into the historical evidence to provide an informative and engaging - even entertaining - assessment of male sartorial sensibilities.’ English Historical Review

• Contents: General editor's preface; Introduction; Part I Consuming Menswear: Identities, 1880-1939; Non-conformity, 1880-1939; Menswear and war,1914-1918; The democratisation of menswear? 1919-1939. Part II Selling Menswear: Tailoring and manliness, 1880-1914; Menswear retailing and war, 1914-1920; The struggle for survival, 1920-1939. Part III Buying Menswear: Shopping decisions, 1880-1939; Making a purchase, 1880-1939; Conclusion; Bibliography; Index.

Laura Ugolini is Director of the Committee in the Centre for the History of Retailing and Distribution, University of Wolverhampton, UK.

’... a welcome contribution to the emerging study of men and consumption.’ Business History Review ’...a valuable addition to the growing literatures of gender, fashion, and consumption in the nineteenth and twentieth centuries.’ Enterprise & Society ’Overall, this book represents an important contribution to our understanding of retailing and of consumption practices, drawing on a wealth of material not available elsewhere.’ EH.NET ’... the chapters on menswear during the First World War, on democratisation of male attire, and on selling menswear, are outstanding; the quality of the research throughout is exceptional; and the whole makes a substantial contribution to our understanding of the importance of garments, and their consumption, to the making of masculinity. Ugolini has dug deeply into the historical evidence to provide an informative and engaging - even entertaining - assessment of male sartorial sensibilities.’ English Historical Review

• Contents: General editor's preface; Introduction; Part I Consuming Menswear: Identities, 1880-1939; Non-conformity, 1880-1939; Menswear and war,1914-1918; The democratisation of menswear? 1919-1939. Part II Selling Menswear: Tailoring and manliness, 1880-1914; Menswear retailing and war, 1914-1920; The struggle for survival, 1920-1939. Part III Buying Menswear: Shopping decisions, 1880-1939; Making a purchase, 1880-1939; Conclusion; Bibliography; Index.

Laura Ugolini is Director of the Committee in the Centre for the History of Retailing and Distribution, University of Wolverhampton, UK.

’... a welcome contribution to the emerging study of men and consumption.’ Business History Review ’...a valuable addition to the growing literatures of gender, fashion, and consumption in the nineteenth and twentieth centuries.’ Enterprise & Society ’Overall, this book represents an important contribution to our understanding of retailing and of consumption practices, drawing on a wealth of material not available elsewhere.’ EH.NET ’... the chapters on menswear during the First World War, on democratisation of male attire, and on selling menswear, are outstanding; the quality of the research throughout is exceptional; and the whole makes a substantial contribution to our understanding of the importance of garments, and their consumption, to the making of masculinity. Ugolini has dug deeply into the historical evidence to provide an informative and engaging - even entertaining - assessment of male sartorial sensibilities.’ English Historical Review

• Contents: General editor's preface; Introduction; Part I Consuming Menswear: Identities, 1880-1939; Non-conformity, 1880-1939; Menswear and war,1914-1918; The democratisation of menswear? 1919-1939. Part II Selling Menswear: Tailoring and manliness, 1880-1914; Menswear retailing and war, 1914-1920; The struggle for survival, 1920-1939. Part III Buying Menswear: Shopping decisions, 1880-1939; Making a purchase, 1880-1939; Conclusion; Bibliography; Index.