1917 - Everyday Life

Everyday Life

The American Association of Park Superintendents issues "Bathing Suit Regulations" requiring that beachgoers wear proper attire, including tops for men (see Kellerman, 1907). Men will not be allowed to appear bare chested for another 20 years, and some municipalities will bar men from exposing their navels (see Bikini, 1946).

The U.S. War Industries Board asks women to stop buying corsets in a move to free up metal for war production (the 28,000 tons made available is enough to build two battleships). Patriotic women boost sales of brassieres (see 1914).

The first compact mascara is introduced by the Maybelline Co., founded 2 years ago by U.S. chemist T. L. Williams and named for his sister Mabel. He blended vaseline jelly with coal dust in 1913 to create the first mascara lash darkener, has been promoting the product through mail-order sales, and will soon be selling his compact mascara through pharmacies (see 1920).

Johnson Wheel Co. is founded at Terre Haute, Ind., by Louis, Harry, and Clarence Johnson, who built their first marine engine in 1908 and will sell their outboard-motor company in 1935 to Ole Evinrude's son Ralph and Stephen F. Briggs.