Labels

Sambo Fashions - launched in 1947

Parent company Samuel Sherman Ltd was incorporated on 7 May 1947 and this original label became famous for it's reasonably priced yet stylish floral shirtwaist dresses exported all over the world.  It's success continued until the new look hourglass style popularised by Christian Dior started to go out of fashion in the mid 1960s, at which point the label was relaunched with a fresh look as simply "Sambo".

Sambo Sofisticates

A 1960s label for the dressier Paris style.

Sambo - 1960s relaunch

As the style of dresses that Samuel Sherman were initially famous far went out of style and the Dollyrockers label boomed, the original "Sambo Fashions" label was brought to an end and the label relaunched as "Sambo".  Catering to a slightly older audience of wives, mothers and professional women, but still offering a modern style.  Just not quite as short, tiny, cute, brightly coloured and outrageously on trend as the Dollyrockers.

 

Sherman of London

This label seems to have emerged in 1962 as a solution to the obvious problems of exporting to America under the already established "Sambo" label.  By the 1970s it was also being used in the UK.

Mr Sherman of London

Also emerging in 1962 with a focus on smart knitwear, coats and suits.  Samuel's wife Renee was the designer of a range of knitwear under the name "Mr Sherman of London" in 1963 and the label became a very popular creator of stylish Sweater / Jumper Dresses.

Colin Glascoe - launched in 1963

Colin originally designed for the first label, Sambo Fashions, but got his own label in 1963 which was aimed at "young executives wives".  Manufacturing for this label was done under the Samuel Sherman Ltd owned company Barmaico Limited.

Packaway - launched in 1963

Their first label to focus on easycare garments was the Packaway dress made from knitted Dicel fabric.  Sold in stocking style boxes from special display units rather than off the hanger to prove their unpack and wear credentials.  The house of Samuel Sherman would continue to explore easier to care for garments with dresses that were easy to care for such as the garments in Minicare fabrics (launched in 1960) which didn't need ironing and the later DollyKnits range which were easy to wash.

Hoot 'N' Anny

Circa 1964.  Very similar to Dollyrockers and referenced in both Fabulous magazine 11 April 1964 and the November 1964 issue of The Ambassador magazine.

Dollyrockers - launched in 1963

Aimed at the teenage market this label rocketed to success almost immediately.  Demand for larger sizes, dresses for taller girls, easycare fabrics, matching hosiery and shoes and the way it's audience didn't stop buying the label as they aged meant that Samuel Sherman quickly launched a vast array of other labels to support it in only a short few years.

Dollyknits - launched in 1967

As fabrics became more experimental and younger buyers got used to having access to clothing that was comfortable and easy to wash, the Dollyknits range was launched to cover all of the stretchy, comfortable easycare knit fabric garments.

Dollylonglegs - launched as a label in 1969

Originally thought up as a matching Dollyrockers hosiery collection (launched via matching Argyll stockings by Orlon in 1963), the requests for clothing suitable for taller ladies meant that Dollyllonglegs became its own garment label with a focus on trousers and dresses.

Superdolls - launched 1971 (Dollyrockers in larger sizes)

Rather than doing the same as other fashion houses and designing a completely different plus sized range, Dollyrockers designs were adapted for ladies with a larger chest and hip, and made available under the Superdolls label.  Chest sizes started at 38" while hip sizes were 42-48".

(label image to be added soon)

Liberty Prints - Dollyrockers in Liberty fabrics

Samuel Sherman had fabric designers creating exclusive prints for all his labels, but in the mid sixties he predicted the upcoming Liberty Print craze and teamed up to create a collaborate with Liberty with it's own version of the Dollyrockers label. 

Some of the Liberty Print range also include a second plain "Liberty of London" label.  These may have been the designs available exclusively through the Liberty store.

Concept - founded by Simon Sherman in 1968 

As the Dollyrockers buyers grew up and still loved the label, the Concept collections were released from 1968, aimed at the younger teenage market. Designed by Gill Sinclair and "Diana".  The yellow and grey label was used at the launch and the other flower child label came later.

Concept 2

A slightly more casual range to suit the teens of the 1970s.

Sherman Field - launched in 1968

This label was created to provide tailored collections such as coats and suits.  Not to be confused with the much later "Shermanfield", a jewellery company founded by Samuel Sherman's grandaughter Danielle.

Clothes by Samuel Sherman

More info needed.

The Dressmaker by Samuel Sherman

The earliest mention I have found of this label is 1964. 

Dolly Rockers London - not by Samuel Sherman

This label was used in garments manufactured in the 2000s from vintage fabrics and has no known connection with Samuel Sherman.  It does use some very beautiful novelty prints but the construction and other materials aren't up to Sherman standard.