by Thomas F. Schwartz
Part of Herbert Hoover’s genius in mobilizing Americans to conserve food in World War I was the use of mass media and symbolic gestures showing support. Urging American housewives to sign pledge cards indicating their support in “Hooverizing,” Hoover persuaded Americans to voluntarily reduce their consumption of needed food for the war effort by fifteen percent. He also promoted creative ways to help the war effort, such as the “Practical War Pig Plan.”
As head of the United States Food Administration [USFA], Hoover recruited the services of leading home economists to lead food conservation efforts in every state. As one writer claimed: “No other government department during the war employed as many women in executive capacities as did the USFA. For the home economists in particular, this rare opportunity to be part of a crucial national effort was empowering.” To further demonstrate the value of their efforts, Hoover embraced the creation of the “Hoover apron” as the official uniform for women in the USFA.
The Hoover apron was based upon a traditional design of a cross-over apron long in use. What made it distinctive was adding the USFA emblem, a hat design, and an official pattern for both available for purchase through the USFA Washinton, D.C. office. The cost was a dime and the entire uniform could be made for less than a dollar. It was practical should one side get soiled, it could easily be swapped with the clean side. It also was a statement by the wearer that they supported the war effort through food conservation.
A notice in the Washington Herald’s society column, July 29, 1917, stated:
All over the town during the past week could be seen the ‘Hoover aprons’ worn by young and old of all classes. The ‘aprons’ are really very attractive blue and white kitchen dresses with loose belts fastening in the back and high white cuffs and low white collars. They are really quite attractive summer dresses and with the white pointed tokish caps which go with them make rather good street costumes.
The beauty of the Hoover apron is that it costs something less than a dollar and is serviceable for both indoor and outdoor wear.
The style and name persisted well after the war. In the 1930s, Sears catalogues sold versions of the Hoover aprons now called “Hooverettes”. What Hoover used to symbolize a food conservation uniform for American women became part of everyday fashion.