“Undies Without Coupons”
Who would have thought that a wartime parachute could find a second life as nightwear? This
ingenious leaflet from the 1940s shows how creativity and practicality went hand in hand when
clothing coupons were scarce.
Stagg & Russell Ltd, Leicester Square, London, WC2
197 × 248 mm
Circa 1940s
With resources strictly limited, ingenuity became a necessity. One creative solution was to buy an ex-
government surplus parachute. This thrifty option allowed women to preserve their precious
clothing coupons for a special occasion while still obtaining the material they needed for underwear
and nightwear.
According to Stagg & Russell Ltd of Leicester Square, twelve panels of superfine, brand new
parachute nylon—available for five guineas (five pounds and five shillings)—were enough to make
three nightdresses, three slips, six pairs of panties, and three pairs of cami-knickers.
The leaflet captures perfectly the Make Do and Mend spirit that became a hallmark of wartime and
post-war Britain. It was a period when thrift, ingenuity and self-reliance were not only practical
virtues but patriotic duties. Parachute fabric—originally destined for the skies—found a second life in
bedrooms and sewing rooms across the country, transformed into garments that were both
functional and luxuriously soft.
Detail from Make Do and Mend leaflet No.11
134 × 210mm
Circa 1944
The marketing tone of “Undies Without Coupons” is both pragmatic and reassuring. It acknowledges
the everyday challenges of material shortages yet offers an imaginative solution, blending utility with
a touch of glamour. For women weary of utility clothing and endless coupon counting, the promise of
making dainty lingerie from a genuine parachute must have felt almost indulgent—a small victory of
femininity and creativity amid austerity.
Viewed today, “Undies Without Coupons” is more than just a piece of advertising — it is a small but
vivid testament to how ordinary people adapted to extraordinary circumstances. Like many items of
wartime ephemera, it captures both the resilience of the consumer and the creativity of the
advertiser in meeting the nation’s changing needs. As part of a collection, it offers a tangible
reminder of a period when necessity drove invention, and when a touch of comfort or elegance
could be fashioned from the most unexpected materials.