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1968 - 1970 - The Successful Reintroduction of Men's Tights

The increasing enthusiasm about lady's and children's tights and the ability of using thicker yarns in hosiery production during the 1960's led to a new attempt to market men's tights. Most likely, one reason why the Helanca tights of the past were considered "feminine" was that they were - though opaque - glossy and relatively fine. With the ability of producing thicker, elastic knit tights, new designs for a more "masculine" look through the use of patterns or wide ribs became possible.

Men's tights in the renowned fashion magazine "Der Herr" ("The Gentleman"), 1970.

Part of the reason why men's tights now achieved higher acceptance was surely the production of tights specifically for boys beginning in 1964. With them, consumers became accustomed to men's tights since the idea of "growing up" in tights prevailed - from children's tights, to boy's tights to men's tights. Tights were the perfect complement to the knickerbockers, especially Lederhosen, worn in the winter, which were popular for boys in the 1960's. Especially "breeches" tights with slits for boys were widely circulated due to the increased design possibilities achieved through the production with new multi-colored jacquard circular knitting machines beginning in the 1960's.

"The company 'Marum Wwe. GmbH' sold two types of "breeches" tights for their adolescent customers - one type made of wool and Helanca, with jacquard designs on the calf, and another type in 6x Helanca quality, two-colored in vivid designs." (1965)

The fashion of knickerbockers for men was also an encouraging factor for the introduction of men's tights. In colder weather, tights were the ideal piece of clothing for "underneath".

The conventional type of underwear in the 1960's, long underwear and jacquard pattern socks.

The modern type of underwear in the 1960's, men's tights with jacquard pattern on the calf, made by Ube, app. 1968.

Tights were publicized as the ideal underwear for knee-breeches and knickerbockers.

Many manufacturers also sold special "knee-breeches" tights with sporty patterns on the calf or leg. They had the appearance of knee-length socks but without the annoying slipping.

Sample photo for the product palette, "knee-breeches" tights made by Falke, app. 1970.

By the end of the 1960's, a vast assortment of men's tights had emerged. Tights, which were produced with acrylic, wool or cotton mixes in the meantime, could be found in practically all assortments of hosiery manufacturers.

Another area of use for men's tights was in costumes for Carnival. Since the mid-1960's, men's costumes with publicly-worn tights were depicted in magazines.

"In the Burda insert 'Colorful Masquerade', mostly colored tights are highlighted in numerous costume suggestions. By the way, men's costumes with tights are also recommended here." (1960)

Suggestions for men's Carnival costumes from the fashion magazine "Petra", January 1968.

Suggestions were often based on the tight "work clothes" of the 1960's superheroes, e.g. Batman, Robin, Spiderman or Superman. Even pop and film stars of this time were not afraid to exchange their usual jeans or tight leather pants with tights.

As it seems, men's tights were able to establish themselves widely since the end of the 1960's - a trend which was probably influenced by the women's emancipation movement and the new youth culture. Unisex fashion, which also appeared during this time, was a sign of harmonization between the sexes and most likely also influenced the acceptance tights - which were originally designed for women and children - for young boys and men. The following was published in a 1970 editorial on the Schmallenberg-based company Falke:

"Falke pursuing expansion with an aggressive concept...target audiences: the emancipated woman, emancipated man...this year Falke is focusing on the target audience "emancipated men" (who want to drop convention)..."

The sociological aspects of these turbulent times - the end of the 1960's - and the break from traditional norms can only be mentioned in passing here. However, these factors may well explain why the reintroduction of tights for the male sex was so successful during the late 1960's.

Editorial on men's tights in the magazine "Der Herr" ("The Gentleman"), 1972.

"Now it got a hold on men, too!" Wide-ribbed men's tights made by Falke, 1970.

"Now it got a hold on men, too!" Advertising, we mean. But in this case justly. No more men who stumble into the bathroom in the morning wearing baggy underpants - what lovely times we can look forward to! Whether lively and colorful, short or long, the emancipation of men is developing in all areas", 1970.

Men and women, wearing only tights, are being shown in ads in a liberality never seen before in advertising. Knit tights have become the universal unisex piece of underwear for the entire family - for father, mother, son and daughter.

A man and a woman wearing knit tights, picture from the magazine "Arbeitsgemeinschaft Deutscher Strumpfstricker (ADS)" (Working Group of German Hosiery Producers), 1971/72.

Photo from the marketing campaign for Ergee tights for the entire family, app. 1970.

"Weekend in a Jumpsuit"