MODERN LIVING: Consumer's Choice

" 'Courage!' we said to ourselves when we had finished thinking up this one." said New York's B. Altman & Co. department store in an ad last week as it put on sale the first short-sleeved suit for men.

Altaian's hoped that the out-at-the-elbows look might fit in the trend toward cooler, lighter, more comfortable men's wear. It was a long reach. But like manufacturers and retailers all over the U.S., Altman's was taking no chances on passing up whatever the big-spending U.S. consumer might want. Anticipating his whims and angling for his...

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