Catalogs #42: Montgomery Ward (Fall-Winter 1978) - Men's Casual Fashion

Remember the guy that was supposed to be the new heartthrob on Welcome Back, Kotter - Beau De LaBarre (Stephen Shortridge)?  He's in here.  Also in here are lots of tight fittin' clothes, awkward stares, velour turtlenecks and feathered hair.  Let's take a look...

I apologize - some of these images weren't scanned particularly well.  Just let the 70s-ness wash over you; you'll forget about the wrinkles and glares soon enough.

Yeah, I know.  Montgomery Ward wasn't exactly at the cutting edge of fashion.  It was more where your mom got your school clothes, rather than your cool and style headquarters.

I can make fun of Montgomery Ward - I worked there from 1988-1989.

Why are the two dudes in (B) admiring slides in their pajamas?  Why is the guy in (D) going over his notes with an air of authority whilst wearing tight-fitting PJs?  And where are the two fellas in (F) headed? Is this the gayest conga line you've ever seen?

It's probably best not to ask too many questions.

"Put the magazine down, Randy. Time for bed."  (insert "bow chicka wow-wow" soundtrack here)

Ahhh, yeeeah.  Mark's got the velour jacket over the turtleneck, while Vic is sporting a three-piece leisure suit.  These guys are ready for action.

I always wonder, what could these models be looking at so high above the horizon line?  A sunset, a rare bird, a spacecraft?

(A) - "Do I make you horny, baby?"

Actually, I believe that's Douglas Barr ( 'Howie Munson' from "The Fall Guy" (1981-1986)).  He's in a few of these others as well.

Have you noticed there's an awful lot of wood paneling?  Was this catalog photographed in someone's rec room?

(B) - "I am ze locksmith of love, no?"

Prepare yourself for total turtleneck saturation...

Now these are some cool duds.  Just compliment it with some nut-hugging slacks and some gaudy jewelry, and you're ready for a night of cocaine & casual sex.  Viva la 70s!

This one is my favorite of them all.  This dude on the left (E) only appears in this one panel, as far as I can tell... but, God, I wish there were more of him.  His awkwardness, lack of fashion sense, and overall anti-male-catalog-model appearance has me begging for more.


  1. I swear, half of these guys look like they're hanging out in the breakroom, waiting for instructions to keep Jim Rockford or Barnaby Jones quiet.

  2. Why am I having huge, major flashbacks here? I know--because this catalog came our around the same time I got my first job at the Olde Southern Pancake & Steak House, and I had real dough to buy some new threads. Dear God, half this stuff was my wardrobe... and I'd go back & wear it again if I could!

    Gilligsn you get bonus points for pointing out the Welcome Back Kotter dude, but I expected no less :)

  3. I will never understand the seventies collar.never.I am entering my 48th year and I can tell yofrom the earliest age I sought out the smallest collars possible I must have driven my mother insane.Im currently resisting the new "collar up "look on wool pea coats.Sorry, I can't. just can't.

  4. Man, what was it with that hand pose? Not quite a fist, index finger slightly looser, almost as if they were told, "pretend you're about to feed a quarter into a pop machine."

    1. voiceofthe70sJanuary 03, 2016

      Good catch with the hand pose. They're almost ALL doing it in one way or another.

      You know, people didn't really walk around looking like this in the 70s as much as people think. Oh, they WANTED us to...I can still hear well meaning relatives, "don't you want a nice pair of double knit pants?", but we frequently managed to avoid it. I must be showing my true 70s soul however, because I kind of like those astrology pendants.

  5. DiscoDollyDebJanuary 07, 2016

    No man in history ever showed up at a work site wearing THOSE denim overalls.

  6. Your favorite anti-male model is standing next to John Kerry?