After the war in Britain there was a need for the nation to
regain pride in itself. The tailors of Savile Row started to create suits
reminiscent of the ones worn when Edward VII reined. This symbolised a time when
Britain was seen as great. However throughout the war the working classes had
been promised a less class-ridden society and these new Edwardian style suits
were opposing this. At the same time the increased number and spending power of
adolescents had been noted by the marketing and advertising industries.
Previously there had been no gap seen between childhood and adult hood, this
sparked the birth of ‘the teenager’. In the late 1940’s–early 1950’s in mainly
working class parts of London such as Elephant and Castle, this new youthful
group adopted the Edwardian style of dress attempting to gain what they had
been promised of a more classless society. Originally named Cosh Boys, they
were eventually dubbed ‘New Edwardians’ or ‘Teddy Boys’.
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