until the late 19th and early 20th century, when most Friends began dressing more like the rest of society. As the Quaker Oats brand shares the Quaker name, despite having no links with the Society of Friends, there is now a somewhat popular misconception that Friends today still wear the traditional clothing. A small minority of contemporary Friends continue to dress plainly. Traditional plain dress has survived among the Conservative Friends and Holiness Friends branches of Quakerism, which is today represented by meetings such as the Ohio Yearly Meeting and the Central Yearly Meeting respectively, where there exist Friends who have kept plain dress alive up to the present day. For Conservative Friends, plain dress for men usually includes "a broad-brimmed felt or straw hat, trousers with suspenders instead of a belt, and muted colors in the fabrics: blacks, whites, greys, browns", sometimes with "broad-fall trouser cuts". Quaker men traditionally are clean-shaven. Conservative Quaker women practice Christian headcovering by wearing a "scarf, bonnet, or cap" and "wear long-sleeved, long dresses". The number of contemporary Friends voluntarily wearing traditional plain dress is growing and has been called by some Quakers "The New Plain". Some Conservative Friends do not self-describe this witness as being part of their simplicity testimony, but rather their integrity testimony, viewing it as an obedience to God's will rather than a witness to a human-generated ideal. Thomas Hamm, in his book Quakers in America, describes a transition among most Friends from plainness to simplicity. However, the vast majority of Quakers today (apart from Conservative Friends and Holiness Friends) are all but indistinguishable from non-Quakers as far as style of clothing is concerned. Simplicity in speech Plainness in speech addressed other concerns than materialism: honesty, avoiding class distinction and vestiges of paganism, and the speaking of truth. These principles were put into practice by affirming rather than making an oath or shaking hands to agree upon a deal, setting fixed prices for goods, avoiding the use of honorific titles and using familiar forms for the second person pronoun. Early Friends also objected to the names of the days and months in the English language, because many of them referred to Roman or Norse gods, such as Mars (March) and Thor (Thursday), and Roman emperors, such as Julius (July). As a result, the days of the week were known as "First Day" for Sunday, "Second Day" for Monday, and so