ABSTRACT
Prior to the nineteenth century, learned discussions of clothing behavior focused on persons who dressed in fashionable attire that exceeded their social rank. Three theories regarding the origin of clothing emerged: the modesty theory, the protection theory, and the adornment theory. These theories and their critical reevaluations provide a context for a modern explication of the language of clothing. Although individuals in small groups can survive in a harsh environment, effective clothing makes social life possible, enhancing the comfort and quality of life. The white or light-colored clothing typical of countries close to the Equator reflects the rays of the sun, providing the best protection against solar radiation. The Athabascan Indians, who live in the frigid Arctic environment of Alaska and northern Canada have neither housing nor weatherproof clothing. Clothing worn during an interaction that resulted in success, like attaining a desired role or winning a game or a contract, is often worn again when a similar outcome is desired.
