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 to 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.