Gendered representations in the post-war years structured British society by promoting particular feminine and masculine roles. Attributes of masculinity, the counterpart of femininity, are linked with those of domesticity. After the war, men returned to their role as civilian ' breadwinner' once again and reaffirmed their position as provider. In illustrative and photographic imagery, the knitwear designs particularly show men in a 'masculine', active or sporting mode, for example, golfing, with racing binoculars, or smoking a pipe.