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The skilled coat maker had to be part craftsman, part fashion designer, and had to be familiar with the tastes and attitudes their fellow settlers had towards the role of clothing. In many early English colonies, Puritanical ideas of fashion ruled. Furs were transformed into simple overcoats or cloaks with little adornment. Buttons were considered unacceptable flair to the Puritan mindset, so any coat maker hoping to sell his wares in a Puritan settlement had to be adept at adding hooks and latches to their wares that could hold out the American cold, but not appear "vain."