Today, Santa Claus is instantly recognised by his red suit trimmed with white fur. Yet this familiar image is a relatively recent creation. Santa’s origins lie in Saint Nicholas, a 4th-century bishop known for generosity, compassion for children and care for the poor and sailors.
As stories of Saint Nicholas spread across Europe, they absorbed local customs. In England, he appeared as Father Christmas; in the Netherlands, as Sinterklaas. Their clothing varied widely, reflecting regional traditions rather than a fixed appearance.
A colourful Santa in the 19th century
In the United States, Santa’s image began to take shape in the 19th century. Clement Clarke Moore’s 1823 poem A Visit from St. Nicholas introduced key details such as the sleigh and reindeer but did not define Santa’s clothing. Illustrations of the time showed Santa in green, brown, blue, yellow and even black.
Artists freely interpreted the character. Thomas Nast, whose illustrations appeared in Harper’s Weekly from the 1860s, shaped many modern traits — a round belly, twinkling eyes and the North Pole workshop. Nast often dressed Santa in red, but also in green and tan, keeping the image fluid rather than fixed.
When advertising standardised Santa
By the early 20th century, Santa’s look remained diverse until mass advertising brought consistency. In 1931, Coca-Cola commissioned artist Haddon Sundblom to paint Santa for winter campaigns aimed at boosting cold-season sales.
Sundblom’s Santa was warm, human and grandfatherly, dressed in bright red with white trim. He based the figure on Moore’s poem and Nast’s illustrations, refining — not inventing — the red-suited Santa. Over three decades, repeated global advertising helped fix this version in public imagination.
A myth clarified
While Coca-Cola did not create Santa or his red suit from nothing, its consistent imagery standardised what the world remembers today. The modern Santa is the result of centuries of faith, folklore, art and commerce — a reminder that traditions often evolve quietly before they feel timeless.