Measurements: approx. 2 1/8 x 5 1/8 inches
Product/Business/Organisation: Emu Wools, Africa House, London, WC2
Publication: Weldon’s Ladies Journal November 1944
Condition: In decent condition. Please check our images.
Internal notes: QC passed
The 1944 Emu Wools advertisement, featured in Weldon’s Ladies Journal, captures a blend of humour and innovation from the wartime era. During World War II, everyday items like quality wool were scarce and valued for their practicality, especially in a country focused on thrift and functionality. The ad’s playful design—a humorous cartoon showing two men on a football field—draws attention to the practical benefit of Emu Wool’s “unshrinking” quality. Emu promises a product that remains durable and comfortable, ideal for the chilly British climate and for clothing items that needed to last.
Emu Wool’s “emunising” process is prominently highlighted in the text, emphasising a technical achievement designed to prevent wool shrinkage. This scientific tone, combined with the playful illustration, is a reminder of the wartime balance between innovation and light-hearted resilience. While resources were limited, companies like Emu sought to ensure that even essential goods carried a guarantee of quality, durability, and a bit of British wit.
For collectors and historians, this ad is a delightful piece of ephemera. It not only speaks to Emu Wool’s commitment to quality but also serves as a small, tangible piece of the wartime spirit. The promise of a durable, “unshrinkable” product offered comfort amid scarcity, aligning with the era’s need for reliability and ingenuity. It’s an advertisement that echoes the resolve of British manufacturing and the continued push to bring innovation to everyday items, even during times of great challenge.
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