Word: ski
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Dates: during 1940-1949
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Tenors Needed. A big 1948 weekend, say Jones & O'Riley, costs the college man anywhere from $35 to $60. Williams, like Dartmouth, is a skiing college: "You'll eat in ski pants, dance in ski pants, and if you ever get to bed, you might just as well sleep in ski pants." Amherst parties "are definitely of the beery, spur-of-the-moment variety"; a Holyoke girl once complained that "all they ask you for is to sing tenor in some quartet." Princeton parties are held "in rooms that seem no larger than a small station wagon...
Once upon a time, anyone who wanted to ski simply pulled on a sweater and an old pair of pants, shouldered skis and took off for the hills. That was before the U.S. clothing industry made it its $15 million-a-year business to make sure that skiers got to the wilds suitably groomed to: 1) ski and 2) impress other skiers. Last week, with snow falling in Canada's Laurentians and in the U.S. Midwest, department stores went after the skiers with fashion shows, grand openings and a fanfare of flashy publicity...
Gushed a fashion writer: "Ski wear in general has got over the whimsies and settled down to functional good looks." To many an old skier it looked as if the new functionalism-designed chiefly for women-had taken the sport right off the slopes and into the cocktail lounge...
Canada's brash, young (29) Irving Margolese ("Irving of Montreal"), who had parlayed a tailor shop with three employees into an estimated $275,000-a-year ski clothes business, even brought out tow capes to keep skiers warm on the cold ride up the slope. (Tow attendants will send the capes down on empty chairs.) He also went after customers with flashy tailormades up to $225. Parisian Dressmaker Carven designed "kiss-not" hoods that left an opening only for the nose and eyes...
Even conservative, Finnish-born Jules Andre, a top ski clothes designer, was showing a fancy two-piece outfit. The mass manufacturers had also ducked up. Portland, Ore.'s White Stag Manufacturing Co., whose ski clothes had outsold all others for years (last year's gross: some $1,500,000), stepped out with a jazzy checkered suit (price...