In “the Finest Australian Wool”: Foy & Gibson’s Healthy, Comfortable, Wool-Clad Bodies, 1900–1939

From the late 19th century, when the Melbourne manufacturer and department store Foy & Gibson began to produce mail order catalogues for country customers, it recognised the potential to sell clothing made of Australian wool. This article explores how Foy & Gibson in fl uenced consumer attitudes towards the natural fi bre by encouraging them to feel wool as a next-to-the-skin experience. By focusing on underwear and swimsuits in the catalogues across the fi rst three decades of the 20th century, it o ff ers a historical counterpoint to promotional activities that continue into the present urging consumers to understand the bene fi ts of wearing wool.