Montgomery Ward Fall-Winter Catalogue 1978: Men’s Casual Fashion

Montgomery Ward catalogue retro 1970s
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…
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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.


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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.


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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.


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


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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.


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


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(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.


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



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(B) – “I am ze locksmith of love, no?”


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Montgomery Ward catalogue retro 1970s

Montgomery Ward catalogue retro 1970s


Prepare yourself for total turtleneck saturation…


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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!


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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.

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