Men’s fashion: action against the gray brigade – archive, 1970 | Mode | Instant News


TThe British Men’s Wear Association, with its usual kaleidoscopic optimism, opened its exhibition in Harrogate yesterday with another prophecy that menswear will explode into brilliant colors. Old hands at the exhibition have heard it all before, especially those who remember the 1961 fair and its catchphrase “Blue is new for ’62.” But who can doubt that the men’s clothing store has won one win over the gray horde of the British by wearing them in brightly colored shirts.

The aim of the exhibition is to persuade the gray men to give up in droves towards color. But they’re almost unlikely to give up this year on one model, the pink corduroy suit with brass buttons. A thousand guesses will not produce the name of the exhibitor from this exhibitionist outfit. This is the Community Wholesale Cooperative, diligently dressed up two Male.

Some of the outfits at the style show seem to be further away from next year. One is a knitted gold jump suit, carrying a bit of a comic echo of old-fashioned “combinations.” and another red casual suit for inspiration on the bib-and-brace dress.

Flower shape
What made the show interesting was the new jacquard weave for the suit, with floral shapes, lozenges, and zigzags replacing the fired trio of herringbone, check, and stripe.

For next year’s color, one can try to follow one of the self-appointed authorities. The International Wool Secretariat promises berry colors – loganberry, strawberry, blackberry, and damson – and the Men’s Clothing Association estimates match gold olive, leaf green, moss, peppermint, claret, and chianti (liquor colors always seem to be a popular choice – perhaps because they are can hopefully excite the sober person).

Ties made of fluorescent finished polyester yarn will be available in stores before Christmas. They will give a “beautiful glow effect under the ultraviolet rays of the discotheque.”

And in January stores will be selling “Y-front” pants that “now reflect a more permissive age with a little red heart design with the message” I love you. “They are intended for women to buy for men on St. Valentine’s Day.

The Guardian, 23 September 1970.



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