Category:Utility mark

During the Second World War, in 1941, the government introduced clothes rationing and books of coupons were issued, so that scarce resources would be shared out equally to everyone. The basic allowance was 66 coupons per year, soon reduced to 60 per 15 months, which had to cover all clothing; a pair of shoes took 5 coupons. In the Spring of 1942 the Utility Scheme was launched and top designers were asked to produce a range of clothing aiming for good quality but with restrictions on the amount and types of materials that could be used, and with fixed prices. Shoe manufacturers were required to produce half their footwear under the Utility Standard Guidelines for Wartime Production; the height of heels was restricted to 2”, and features such as sling-backs and peep-toes were banned. All clothing in the scheme carried the symbol CC41, the utility mark. Many restrictions were relaxed after the end of the war, and clothing and shoes came off ration in March 1949; rationing finally ended in 1954.

• 

  Illustration from an article in Picture Post about clothes rationing

• 

  The cover of a ration book for clothing