'Coats & Clark's Sewing Book' (cover)

A few years ago i found this book, copyright 1967, at a used bookstore:  Coats & Clark’s Sewing Book: Newest Methods from A to Z.

It’s by the Educational Bureau of Coats & Clarks, which in itself is amazing enough.  A sewing notions manufacturer with its own educational bureau??  You know that shit got axed in the ’80s.

The information inside is useful enough.  But the most amazing thing about this (thank god i found it used) find?  It has a thoroughly condescending introduction.  Which i will now present to you in its entirety, via photograph:

'Coats & Clark's Sewing Book' (intro) {Click for a larger version.}

I think it’s fairly safe to assume that in 1967 the target audience for this book was probably women sewing at home.  Why, in the world, did the Educational Bureau of Coats & Clark’s decide to take the tactic of insulting them??  “Listen up, ladeeez, sewing is nothing more than following instructions.  Look how this man followed instructions and made a dress for his wife!  Now man up and SEW!!”¹

So, so awful.

Then i bought the Reader’s Digest New Complete Guide to Sewing and life was much better.  I do so hate being insulted by my how-to books.

1. Also insulting to men, y’know? [↩]