Unveiling History: Introducing Our New Collection of 1963 'Hygiene Belongs' Matchbox Labels

In our quest to unearth hidden treasures from the past, we are thrilled to announce the arrival of our latest collection: the complete set of 1963 'Hygiene Belongs' matchbox labels. These labels aren't just artifacts of a bygone era; they represent a fascinating chapter in the history of public health and societal norms in Czechoslovakia during the 1960s.

Back in 1963, as Czechoslovakia was striving for a healthier populace and a robust workforce, the government launched the 'Hygiene Belongs' campaign. This initiative aimed to promote essential aspects of a healthy lifestyle, including cleanliness, proper nutrition, and regular exercise. The imagery on these matchbox labels vividly portrays this ethos, with a predominant focus on youth. Young boys and girls engaging in various activities underscored the importance of instilling healthy habits from a tender age.

However, a closer look at these labels reveals another intriguing facet of the societal dynamics of the time. Alongside the youthful figures, women are depicted, often in roles synonymous with traditional gender expectations. They embody the archetype of the "Angel in The House," the nurturing caregiver responsible for maintaining the health and well-being of the family. This portrayal reflects the prevalent stereotypes of women as homemakers and primary caretakers of children.

The choice of colours further reinforces this narrative. Muted and dusty shades of pink and red, commonly associated with femininity, were deliberately chosen to appeal to women of that era. These colors were not merely aesthetic choices; they were symbols aimed at reinforcing the idea of women as the guardians of household health. In the societal context of the time, the notion of a "healthy home for a healthy future" rested squarely on the shoulders of women.

It's important to acknowledge that the symbolism portrayed in these matchbox labels is outdated and reflective of the prevailing attitudes of the past. The concept of women as sole caretakers of family health and the associated gender roles have evolved significantly since then- Thank Goodness! However, these labels serve as valuable artifacts, offering us a glimpse into the mindset and priorities of an outdated generation. 
As we showcase this collection, we invite you to appreciate not only the artistic craftsmanship but also the historical significance embedded within each label. They serve as poignant reminders of a time when notions of health, hygiene, and gender roles were intricately intertwined.

In unveiling our new collection of 'Hygiene Belongs' matchbox labels, we celebrate not just the 60's 'Pin- Up' art, but the enduring spirit of progress and evolution in which this stereotype has been broken- Girl Power!  Join us on this journey through history, as we pay homage to the past while embracing the possibilities of the future.