Etiquette and formality have always played a part in hat-wearing. At the turn of the 20th century, ladies would not consider venturing out without a hat and gloves, and would often change their hats several times a day. Gentlemen would wear a hat appropriate for each activity. In the Edwardian age, everyone, rich or poor, would wear a hat. During World War II, hats were not rationed as they were considered a morale booster and Christys' supported the war efforts within its family-run company, effectively running it like an extended family. After the World Wars, men returning from Allied Forces were obliged to wear a hat for a certain time as part of their demob process, from six weeks to a few months; so hatting continued to thrive.