However, the style-featuring tapered trousers, long jackets similar to post-war American zoot suits, and fancy waistcoats-was not popular with its target market, leaving tailors with piles of unsold clothing which, to recoup losses, were sold cheaply to menswear shops elsewhere in London. In post-war Britain, rationing continued to affect the fashion industry, and men's tailors in central London devised a style based on Edwardian clothing hoping to sell to young officers being demobilized from the services. This was a reference to the king, Edward VII, in whose service they were. Nevertheless, the term had previously been used in Edwardian England to refer to members of the Territorial Army (see for example The Swoop! written by P. But the name Teddy Boy was coined when a 23 September 1953 Daily Express newspaper report headline shortened Edwardian to Teddy. After World War II, male youths in delinquent gangs who had adopted Edwardian-era fashion were sometimes known as "Cosh Boys", or "Edwardians". Bolo tie featuring Native American designĪ mainly British phenomenon, the Teddy Boy subculture started among teenagers in London in the early 1950s, and rapidly spread across the UK, becoming strongly associated with American rock and roll music.
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