FACTSHEETS

CLOTHES RATIONING

Rationing for clothes was introduced in 1940 because the fabrics that clothes were normally made from were needed for more important things like uniforms, parachutes and hospital blankets.

Clothes now had to be designed from government patterns, so that they were plain and practical and did not use up too much fabric. These were called utility clothes.

Utility clothing had a special label on it (right) to show that the government had approved the design. There were very strict rules as to how clothing could be made, for example, ladies’ jackets could only have three buttons on them and men’s jackets were only allowed three pockets. People had to mend and alter clothes so that the clothing could last longer. This was part of a government policy called Make-Do and Mend.

Vogue wrote, in October 1942, that:

All women have a chance to buy beautifully designed clothes suitable to their lives and incomes. It (the Utility Scheme) is a revolutionary scheme and a heartening thought. It is, in fact, an outstanding example of applied democracy.

The shortage of fashionable clothing meant that ladies had to find other ways to make themselves look attractive. Make-up became very popular, and in 1942, the Ministry of Supply became so worried about the morale of women munitions workers that they gave out an allowance of face powder and foundation with a book of beauty hints.

We might think that clothes rationing is a very difficult thing to do, but remember that people had fewer clothes in the 1940s. This was because they did not change them or wash them so much. Laundry was very hard work and time consuming. Larger items like bedding were normally taken to a laundry which was fairly cheap as prices were controlled by the government.

At the start of World War II, in 1939, everyone was given a book of 66 coupons to buy new clothes. Clothing ration books were pink. Due to increased shortages, in 1942 the number of coupons was reduced to 48 and then, in 1943, to 36.

Second hand clothes were not rationed and clothing was handed down through families or sold on.