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One of the most successful and ongoing of the J. C. Penney private label brands is Towncraft. It was 1st used in 1927 and is still an active trademark for mens clothing & accessories.
Occasionally a Towncraft label will not have the J. C. Penney logo to help with the dating - as shown below.
The above label is from the late 30's into the early 40's and was dated by style and construction details of the garment.
This is a necktie label from the early 50's and was dated by length, width & colors.
See my vintage necktie dating guide for more info.
This label is from a 50's shirt and was dated using style criteria and construction details.
However, most Towncraft labels will also have the Penney's logo, which is easily dated.
See my J C Penneys logo dating guide for more info.
In looking at this label, we know that the J. C. Penney logo dates from the 20's up until 1945. The Wool Products Act of 1939 made it necessary to identify wool products; the concise amount of wool used in the fabric of 33 1/3% will usually only be seen in 40's garments. So, we now know that this label dates from between 1939 and 1945.
The Penney's on this label dates from 1946 - 1957. Machine washable was definately a mid-50's marketing tool as families starting getting washing machines in their homes.
The Penney's on this label dates from 1958 - 1963. Wash 'N Wear was a marketing tool which started in the late 50's. But we have the small added label on top with the fabric content listed by percentage which complies with the 1960 USA Textile Product ID Act. So, this label dates the garment from 1960 - 1963.
The above labels are dated from 1964 to 1970 because of the Penney's Atomic P logo. Although the labels have no other information, there is no doubt as to the date.
Finally, if we look at this shirt, we see loop & button collar closures, horizontal buttonholes and a casual square bottom leading us to believe that it is from the 50's. But, in looking at the label, we quickly realize the the Atomic P Penneys logo dates it from 1964 - 1970. We also know from the Penneys guide that Penn-Prest (permanent press fabric treatment) wasn't used until 1964. So, we now know that this shirt has deceived our first impressions and is actually from the last half of the 60's.
I'm sorry that I don't have any more current labels for Towncraft to aid with your dating. But, here's a few more clues to help with dating any vintage garment.
When the new JCPenney logo came out in 1971, it corresponded with the US regulation that garment care labels be attached to every garment. Through the years, the garment care label has moved from its usual place in the back neck attached to a company logo to the side seam in newer garments. Union labels and country of origin / manufacture are also great clues to dating a vintage garment. And, finally, if your garment was made in the US and has International Care Symbols on a label, then it is newer than 1997.
Occasionally a Towncraft label will not have the J. C. Penney logo to help with the dating - as shown below.
The above label is from the late 30's into the early 40's and was dated by style and construction details of the garment.
This is a necktie label from the early 50's and was dated by length, width & colors.
See my vintage necktie dating guide for more info.
This label is from a 50's shirt and was dated using style criteria and construction details.
However, most Towncraft labels will also have the Penney's logo, which is easily dated.
See my J C Penneys logo dating guide for more info.
In looking at this label, we know that the J. C. Penney logo dates from the 20's up until 1945. The Wool Products Act of 1939 made it necessary to identify wool products; the concise amount of wool used in the fabric of 33 1/3% will usually only be seen in 40's garments. So, we now know that this label dates from between 1939 and 1945.
The Penney's on this label dates from 1946 - 1957. Machine washable was definately a mid-50's marketing tool as families starting getting washing machines in their homes.
The Penney's on this label dates from 1958 - 1963. Wash 'N Wear was a marketing tool which started in the late 50's. But we have the small added label on top with the fabric content listed by percentage which complies with the 1960 USA Textile Product ID Act. So, this label dates the garment from 1960 - 1963.
The above labels are dated from 1964 to 1970 because of the Penney's Atomic P logo. Although the labels have no other information, there is no doubt as to the date.
Finally, if we look at this shirt, we see loop & button collar closures, horizontal buttonholes and a casual square bottom leading us to believe that it is from the 50's. But, in looking at the label, we quickly realize the the Atomic P Penneys logo dates it from 1964 - 1970. We also know from the Penneys guide that Penn-Prest (permanent press fabric treatment) wasn't used until 1964. So, we now know that this shirt has deceived our first impressions and is actually from the last half of the 60's.
I'm sorry that I don't have any more current labels for Towncraft to aid with your dating. But, here's a few more clues to help with dating any vintage garment.
When the new JCPenney logo came out in 1971, it corresponded with the US regulation that garment care labels be attached to every garment. Through the years, the garment care label has moved from its usual place in the back neck attached to a company logo to the side seam in newer garments. Union labels and country of origin / manufacture are also great clues to dating a vintage garment. And, finally, if your garment was made in the US and has International Care Symbols on a label, then it is newer than 1997.
Guide created: 08/16/08 (updated 10/29/09)
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