Thursday, April 5, 1934
Expressions
Pago 35
Cotton, pastels and bright colors are In'
By JEFF BROWNE
Ernie Ganzebaum from Winnetoon has a problem.
No, it's not his acne. His mom always said that
would clear up when he found a girlfriend.
No, it's not girls. Betty Lou has sworn to be true.
And Belinda (the girl with the harelip) has been
chasing him all over Harper-Schramm-Smith.
No, Ernie's problem is his spring wardrobe. Ernie's
closet is full of petroleum products combustible
clothes.
Cotton is in, Ernie. So are pastels and bright
colors, baggy pants, layers and traditional-looking
suits, according to Lincoln retail men's specialty
shops.
"We're trying to feature fashion looks that aren't
as conservative as what Lincoln buyers are used to,"
said Mark Rezac of Magee's The Shop. "We want to
make a consumer look stop and buy."
Look, stop and buy. What's on the market? Some
looks are new, some carry-over from past years.
Here's a brief guide for Ernie Ganzebaum, where
ever you are.
Headgear. Hats only if you're driving a tractor,
Ernie. Headbands only if you're Mike Reno of
Loverboy fame or similar persuasion.
Neckwear. Throw those chains away, Ernie. Melt
em, hock 'em, or hand them out at the door at
Stooge's.
Shirts: Lots of madras, which has been making a
steady comeback in the last three years and is now
the staple of many specialty stores.
"Madras is never out," Rezac said.
Ben Simon's buyer Leilani Stohl also stocks her
store with madras.
The Hitchin' Post, however, is relying on pastel
pullovers.
All three stores have a variety of different shirts,
ranging from traditional Oxford cloth button-
downs to referee-striped all-cottons. Whatever your
tastes, all that seems to matter is that your shirts
are cotton.
Sweaters: Cotton, if anything.
"Believe it or not, cotton sweaters are starting to
sell," Stohl said. "People are going on vacation and
they feel they need cotton sweaters."
Rezac, however, has completely forsaken the cot
ton sweaters. He said Nebraska springs and sum
mers are too hot for any sweaters at alL
"We've tried to sell cotton sweaters in the past, but
they didn't move," he said.
Shorts: More fashion than function.
Stohl said Simon's is featuring cotton in general,
madras in particular. The shorts aren't much longer
than last year, Stohl said, but most won't show off a
lot of leg.
Rezac was especially enthusiastic about The Shop's
pleated and cuffed military shorts, which he said
offer a fashion alternative Magee's shoppers haven't
had in the past. The Shop at Gateway will also stock
corduroy shorts, a very popular item the last three
years.
Slacks: Colors, pleats and silhouettes.
Gregg Mallam of the Hitchin' Post emphasized the
diversity of slacks available this spring diversity
in color, patterns, fabric and style.
"Colors depend on the individual," Mallam said.
"Many lines are heavy into brighter colors, but oth
ers are sticking to earth tones."
Mallam said to look for lots of striped slacks with a
generally looser fit.
Stohl of Ben Simon's added pleats and cuffs to
what's in for spring slacks. Ben Simon's also features
bright colors, but they haven't sold welL
"I'm baffled," Stohl said. "I just love the colors."
Rezac spoke mostly about a silhouette pant with a
-contoured seat and full leg that narrows at the
bottom.
Suits and Sport Coats: Neither have much in
common with the other this spring. Suits will be
more traditional than theyVe been in the past 15
years, while sport coats are getting away from navy
blue.
Don Stewart of Ben Simon's said surface-interest
fabrics, rather than smooth and flat materials, will
become popular in the next year.
Stewart and Mallam both emphasized the pre
dominance of linen, silk and silk blends in this year's
sport coats. Mallam is counting on plaids also being
popular. He said bold stripes and plaids figure more
prominently in sport coats than they have before,
but Stewart downplayed their patterns' import
ance. Suits range from business stripes and blues to a
"touch of double-breasted," Stewart said. The look,
though, is generally very traditional, he said.
De-emphasis of the vest also highlights this year's
look, Stewart said.
Sales: "We had a great retail season last year and
we expect an even better one this year," Stohl said of
Ben Simon's.
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Cheri HellerDan Ernst
Students University of Nebraska
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