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The precursors of true sportswear emerged in New York before the Second World War. Clare Potter and Claire McCardell were among the first American designers in the 1930s to gain name recognition through their innovative clothing designs, which Martin described as demonstrating "problem-solving ingenuity and realistic lifestyle applications". Garments were designed to be easy-to-wear and comfortable, using practical fabrics such as denim, cotton, and jersey. McCardell in particular has been described as America's greatest sportswear designer. Her simple, practical clothes suited the relaxed American dress code, neither formal nor informal, that became established during the 1930s and 1940s. McCardell once proclaimed: "I belong to a mass production country where any of us, all of us, deserve the right to good fashion." Martin credits the 1930s and 40s sportswear designers with freeing American fashion from the need to copy Paris couture. Where Paris fashion was traditionally imposed onto the customer regardless of her wishes, American sportswear was democratic, widely available, and encouraged self-expression. The early sportswear designers proved that the creation of original ready-to-wear fashion could be a legitimate design art which responded stylishly to utilitarian requirements.
In the 1930s and '40s, it was rare for clothing to be justified through its practicality. It was traditionally thought that Paris fashion exemplified beauty, and therefore, sportswear required different criteria for assessment. The designer's personal life was therefore linked to their sportswear designs. Another selling point was sportswear's popularity with consumers, with department store representatives such as Dorothy Shaver of Lord & Taylor using sales figures to back up their claims. Maxwell and Potter were two of the first three sportswear designers, along with Helen Cookman, to be showcased and name-checked in Shaver's window displays and advertisements for Lord & Taylor. Between 1932 and 1939, Shaver's "American Look" program at Lord & Taylor promoted over sixty American designers including McCardell, Potter and Merry Hull. Shaver advertised her American designers as if they were French couturiers, and promoted their lower costs as a positive feature, rather than a sign of inferiority. One of Shaver's retail experiments was a 'College Shop' section in the store, opened in the early 1930s and run by her assistant Helen Maddock, with the intent of offering casual but flattering clothing to young female college students. The stock, however, ended up selling swiftly to adult women as well as to the students.
†The Triangle Rewards Program is owned and operated by Canadian Tire Corporation, Limited. The Triangle credit cards are issued by Canadian Tire Bank. Rewards are in the form of electronic Canadian Tire Money® (CT Money®). To collect bonus CT Money you must present a Triangle Rewards card/key fob, or use any approved Cardless method, at time of purchase or pay with a Triangle credit card. You cannot collect paper CT Money on bonus offers. Any bonus multiplier is based on the base rate of collecting CT Money, and will be added to whatever the Member would otherwise collect, without the bonus. The 30X for Triangle credit card customers consists of the 10X everyday plus the 20X bonus. Not all items sold at Canadian Tire, Sport Chek and participating Mark's/L'Equipeur, Atmosphere and other partner locations are eligible to earn CT Money or to be redeemed for. Certain Mark's/L'Equipeur and Atmosphere stores may not participate. Conditions apply. Visit triangle.com for full program rules and Partner location information. The offered rate is exclusive of any bonus or promotional offers or redemption transactions. CT Money is collected on the pre-tax amount of the purchase. Bonus CT Money collected from online orders will be applied to the Member’s Triangle Rewards Account within 5 weeks of the purchase date.
Ever been working out and have your cell phone crash to the ground from a loose pocket, or ever had to place your phone on the ground because your shorts or pants don’t even have a pocket to begin with. This brand saw a gap in the market and filled it—men’s compression shorts and pant with sweat-proof pockets made to securely stash your cell phone. While their shorts and leggings are most popular, they also make tops, too.