Make Do and Mend

Make Do and Mend was a pamphlet issued by the British Ministry of Information in
the midst of WWII. It was intended to provide housewives with useful tips on how to
be both frugal and stylish in times of harsh rationing. With its thrifty design ideas and
advice on reusing old clothing, the pamphlet was an indispensable guide for
households. Readers were advised to create pretty decorative patches to cover
holes in warn garments; unpick old jumpers to re-knit chic alternatives; turn mens
clothes into womens; as well as darn, alter and protect against the moth menace.
An updated version of the book was recently released to coincide with the economic
recession, offering similar frugal advice for 21st century families.

Clothes rationing was an all important part of the British war effort and rationing
books and the make do & mend campaign dominated the 1940s.
At the outbreak of World War II in 1939, the British Government initiated a strict
rationing program which was to affect the lives of everyday people for years after the
war had finished. Britain was weakened by the War, imports were reduced, whilst
home grown and manufactured commodities were in short supply. All resources were
being used for the war effort, and so everything from clothes to food had to be
rationed, to ensure that everybody was able to receive equal amounts of raw
materials.

Wartime took away the fun and brought Britain back to a heroic sentimentality. The
War required such a gargantuan national effort, every English woman was a sensible
English rose buckling to, doing her bit. Class barriers fell and even high society had
to be seen to dig lettuces. In the black and white pages of Vogue, Lady Diana
Cooper was pictured in a headscarf, feeding the pigs.
The working class look of icons such as Rosie
Riveter became chic, as women of all social
standings joined the war effort. My Grandma,
Hilda Kaye, was 19 when the war broke out
in 1939 (pictured left in 1938, aged 18). She
Grandfather, and by 1944 had given birth to their
child Pauline, whilst he was away at war. In a
time of uncertainty, my Grandma had to keep
things going at home, as well as being a
new mother.

the

married my
first

During the war most women undertook

traditionally masculine activities which
imposed a suspension of social conventions
regarding dress. 80,000 women undertook
predominantly male roles, serving as cooks,
drivers and postal storage workers in The
Auxiliary Territorial Service. Previous to 1938
they wore a khaki uniform of a shirt, tie, cap,
jacket and shirt. However, with the
introduction of clothing rationing in June 1941,
government regulations ruled practical trousers
and overalls, causing fashion to take a back seat.
In response to the shortage of fabric a range of utility clothing was introduced, which
used the minimum amount of cloth and was devoid of embroidery. Mens and boys
jackets only had three buttons and two pockets and trousers had no turn-ups.
Womens and girls dresses had no pleats, elastic waist bands or fancy belts. Utility
shoes had a heel which was less than 2 inches.

References
http://www.bl.uk/learning/timeline/item106365.html
http://www.queensofvintage.com/make-do-and-mend-clothes-rationing-during-ww2/