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1954-55 Theatre Catalog, 12th Edition, Page 370 (332)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 370
Page 370

1954-55 Theatre Catalog, 12th Edition, Page 370

Be Uniform Wise

A Discussion of the Latest Trends in Uniforms For the Theatre Staff, Plus Hints on Styles and Proper Maintenance Procedures

The philosophy of a large circuitls operations manager was, ttTo make my boys look like West Pointers. As to my girls-well, any old summer blouse, coat, or skirt would sufhce. After all, you can't do much with woments theatre uniformsfl

How wrong he was. Donlt you think if you had a staff of usherettes properly and attractively dressed that you would appeal to your theatre staff? Womenls uniforms have always been a serious problem with uniform manufacturers, chiefly due to the improperly designed patterns, and to the inconsistency of producing womenls garments in men's shops by workers skilled only in handling of menls garments.


Executive Sales Manager. Delta lint/onus

Women's Uniforms

Too few of the uniform mcmufacturen's have completely overcome this problem by operating the production of both mens and womenls garments, and, for the most part, establishing two womenls shops*one for the production of the mannish tailored military style women's uniform, and the other from the strictly feminine dressmaker style. This requires designers skilled in styling and patternmaking of womenls uniforms. Unfortunately, not too many of the uniform companies are so equipped.

IT IS IMPORTANT both tor the moral of the staff, and for the impression that it has upon the public that theatre personnel be properly unilormed such as this staff at the Warner Cineruma Theatre. NYC.

BRIEF: At the present time the entire theatre industry is going through a period of great change . . . and many houses are being refurbished and modernized . The wise exhibitor should also see to it that the uniforms of his staff are in keeping with the rest of the changes.

This article ojfers a discussion of the latest types of theatre uniforms . . . for the entire staff . . . including the ushers and usherottes the porters . . . ticket taker . . . and cashiers . . . There is also special attention given to the uniform problems of the drive-in theatre.

There is information on the types of materials best suited for specific theatre uniforms . . . One part of this article which should get particular attention is the one deroted to the maintenance of theatre uniforms It would be foolish to spend money to properly attire your sumr . . . only to have these gar. merits ruined . . . or have their useful life shortened by improper cleaning or treatment . The author attempts to noint out some of the most common hazards as troll as how to avoid them.

To exemplify this trend, the Sweetheart neckline cardigan jacket and airline stewardess type uniform coat were especially designed and manufactured for the Stanley Warner Management Corporation female personnel. The cardigan jacket has met with widespread acclaim as a complete departure from the common stereotyped unlined cashiers' blouses which have been in existence since 1928. A photograph of these uniforms taken at the Mastbaum Theatre in Philadelphia, which were designed and executed by the Delta Uniforms Division of Highway Outfitting Company, Inc., are shown here, illustrating the new trend.

Theatres showing Cinerama throughout the United States have adopted an innovation in ushernttes' uniforms. A smart vest type cardigan jacket with a dacron and rayon man-made fabric, has been used for the first time in theatre uniforms.

Men's Uniforms

For men the style runs from ultra smart uniforms with tail coats in deluxe houses, to the simpler type of Eaton jacket and double breasted coat, invaris ably having a two-tone effect, combining light-pastels with a darker color. This is best illustrated by the photograph of men's uniforms showing these various contrasting styles.

1954-55 Theatre Catalog, 12th Edition, Page 370