A NEW website charting the fashions of the 20th century, as seen in Kays Catalogues from 1913 to 2000, has been launched.

For more than 100 years Kay & Co Ltd answered all of the nation’s shopping needs from homewares to high fashion. The new website explores the impact the Worcester catalogue firm had on shaping the nation’s lifestyle and clothing choices, as well as documenting the contributions made by former staff to establishing its trademark style.

Run by a University of Worcester team, the online resource – www.worldofkays.org - features over 1,500 high quality images from the Kays catalogues, the originals of which are held in the University of Worcester Research Collections.

Alongside the images are a growing series of comments and blog entries concerning the imagery on show, and the changing 20th century lifestyles they represent.

Film and audio recordings of the reminiscences of former Kays staff members and Worcestershire residents are also being added to the site. Copies of the recordings will also be deposited at Worcestershire Record Office.

High points include branch manager June Reeves’ memories of running the phone ordering department in the 1960s and fashion buyer Gerry Donohoe’s description of how Kays took on rival catalogue Freemans to win back the teenage market in 1973.

Project manager Jenni Waugh said: “Kay & Co Ltd was a hugely important part of Worcester’s history and many people in the city, and beyond, have memories of either working there, or shopping through the catalogues.

“The website is a fantastic resource for community historians and fashion enthusiasts alike. It’s a wonderful opportunity to make the history of Kays more available.”

Established in 1890 Kay & Co. became one of the largest mail-ordering catalogue companies of the 20th century, selling everything from contemporary fashions to household items and luxuries.

The Kays Archive was deposited in University of Worcester Research Collections in 2009 by Bernard Mills, chairman of Kays Heritage Group.

For more information or to add your contributions visit worldofkays.org