From Life, July 17, 1939. According to this piece, it was in 1934 that the men's clothing industry began trying to get "Northerners" - which back then usually meant Northeasterners - to accept lightweight, light-colored suits for hot weather wear. Apparently a death-dealing nationwide heat wave in the summer of '34 did nothing to change prejudices that a respectable gent should not dress like a "cracker." Nor did another in '36. It was in '39 that the resistance finally began to fail - altho Wall Street men were still being warned against the "pajamas at work" look decades later. Note that an Irish linen suit weighed more than a wool gabardine!