The low-cost variety store had been around since the late 1800s and took off as a retail concept in the middle of the 20th century. To visitors from abroad one of the perennial marvels of America is the five-and-ten crammed with household articles.
The five-and-ten stores have proved as fast—and three to four times as cheap—as many a department store at copying simple fashions. As proof, in 1949, LIFE magazine ran a fashion spread in which every item came from a five-and-ten and cost $2.00 or less. (The two-dollar price tag translates to $24.59 in 2023 dollars). Some fashions came from the original five-and-ten store, Woolworth’s.
LIFE photographer Nina Leen was behind the camera while top model Jean Patchett posed for the pictures. The resulting photos are a tribute to the talents of both, as well as to the quality of the discount store wares.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbEekEzvGsZV-KptN6_lFMFO9tDQm6771pDv_P9U20DwBpj6Y0qomS5F3aJ6IMuuu3WHGDNVwmyxyIqTYZswGyNYI6Wy1YsmKjXvjhvthVSJNjgzqVBmcjzWcPcPk_mJBCjflRqEGRXixA18kvqjH1Z4ARLyAGZ11PkR85eReUfZQzoyvqByYOZAsJ/w634-h640-rw/dime-store-fashions-1.jpg) |
Jean Patchett modeling earrings (25 cents), a necklace (94 cents), a bracelet ($1.00) and earrings (25 cents), setting off a white rayon blouse (98 cents) for a story on dime-store fashion, 1949. |
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDulJrO_AKkH3F4WAnYCo-Fp5M0Jqa1P1jSiw61KZyFslONelJj80Gw5WpD3no3FdsfRU0bjmjLR1kEgNQISJ48EDQze55W5n9w1EoiRUNL3-f9dzyk70rPQsPalt6UFgCUvrhjHT_mdQemZ0FuZS5tw1HruEhPi3B1Qq9JrEoQ5rAdgK2aXmgUwkV/w500-h640-rw/dime-store-fashions-2.jpg) |
Jean Patchett modeling a dime-store outfit, featuring a cotton sun dress (59 cents) accessorized with a gold kid belt (59 cents), a choker ($1.24), and three costume bracelets (75 cents), 1949. |
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-FXVoFTm2ZV6NH6PgqmHbcO572UGNfjhQ3NPrPyVCWFQgNBNB3vmDlBASA9FthV5y4MC6BZi3W50tYoNPr4jUDCWF_gTM5jLXw3aXC1tvBrabAC1sYf4CDzqh3112130GuDS6GujtX6ZOZUsqB96GwzrgrBbQwjTfqrgP5LDUGI6MVA-SxQ5_gpLo/w634-h640-rw/dime-store-fashions-3.jpg) |
Model Jean Patchett wearing a dime-store hot weather costume that cost a total of $3.41, including the rough-straw bonnet for 45 cents, the blouse and dirndl for 98 cents each, and the $1.00 basket bag. |
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyCwEToxtWKgy3PGchr4yBiVQj7_NCqVxNx6SYw6vwGM4hlcuZrWBhyoALKOrJ45x-GGJTYwyECZt0HS38nPvI7QgAdVaOWn1T9MYGWXFPdTjtiOsQr761KcE-aHMdIYRYZxk_XH5zRZ3f_UK7-1pFY-BqogyLhfRgTy9gIf78JUHx1tSk90TvjDCG/w640-h634-rw/dime-store-fashions-4.jpg) |
Model Jean Patchett wearing bracelets that cost a nickel each, for a story on dime-store fashions, 1949. |
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmbKpM5iLNG4swloe54FDlCBa4Et5y92rZOba-BQm1-Ex6yMVcZxDE1som-c6TiQAd7jUoUuWTHhRRk_-gFrPSMrDME4BWWXX0krPUK0uN84I982fDS66v0HmDGeTcZVwsgZunnJOgBmdELpuj0pTOZIP35U0Z3TOvTYhW-IknullzANjhVhrdMq2P/w606-h640-rw/dime-store-fashions-5.jpg) |
Jean Patchett modeling a belt (79 cents), gloves ($1.00) and bracelets ($1.50) that set off a more expensive black dress for a story on dime-store fashion, 1949. |
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4fdZSUocbm3KPM3g-bAKAFV9bpnoL8jQcZKsYddst493iCvmMLA2BWjjMfA5RA7O2w1LjKWs-zYxqOzmJzozhepU_f_GZipeg2L8KfaUl9rThvVZgNuKFSjm9kL1Lt9QXx5Xfjhw7-9kJONGJDv2ahQbzM4lEe-4P5aramFmzH3ATXag_I3gRZ4r5/w640-h634-rw/dime-store-fashions-6.jpg) |
Jean Patchett modeling huge Woolworth earrings (25 cents), a beret ($1), and pearl-and-rhinestone clips (50 cents) for a story on dime-store fashions, 1949. |
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijAW1n7JDTqXntR57Bx4IWtdFLJrX5nc6lXNNM7Ka5B69p1QJOJu6HmuAxlaWndCr2FEHClUdrT3N1AbSEkPB4SouX2HVnsiSHsBy7Uaq4294ckf7Lp3ssqZDC7rm_ihlPOl2JL04tBIBvAacJG4G1kVCBObYd-Bw3ADTraP1ExNVzN9OlYJcl4C74/w640-h640-rw/dime-store-fashions-7.jpg) |
Model Jean Patchett wearing a bathing suit fashioned from three allway scarves that cost a total of $1.98, from a shoot on dime-store fashions, 1949. |
(Photos by Nina Leen/Life Picture Collection)
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