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 influenced consumer attitudes towards the natural fibre by encouraging them to feel wool as a next-to-the-skin experience. By focusing on underwear and swimsuits in the catalogues across the first three decades of the 20th century, it offers a historical counterpoint to promotional activities that continue into the present urging consumers to understand the benefits of wearing wool.