By investigating the changing nature of the retailing of menswear, this book illuminates wider aspects of masculine identity as well as patterns of male consumption between the years 1880 and 1939. It considers the relationship between men and activities which were widely considered to be at least potentially 'unmanly'.
This history of retailing in Britain looks at the development of retail forms, the nature of consumerism and the consumer revolution, the connection between property ownership and retail development, and the complex relations between retailer identities and representations of the trade.
Explores the experiences of middle-class men on the English home front during the First World War -- .
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