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

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