All texts and graphics are subject to applicable copyrights.
Use of the texts only by express written consent.

Decline in Sales and Production Since the 1980's

Since about 1974, new competition for men's tights appeared on the market - a new form of long underwear. Lingerie producers probably started thinking about a new line of products since tights began pushing the traditional long white underwear from the market. Instead of cotton or wool, nylon blends and synthetic fabrics were increasingly used in the production of long underwear, which ensured a better fit. The color white, which was predominant for long underwear, noticeably declined. At first, pastel tones and "careful" color combinations were produced. Starting in the 1970's, vivid and bright colors were used, sometimes even gaudy colors, which forever ended the monotony of men's underwear. This new athletic underwear was an attractive alternative to tights, since one could combine it with matching tops and bottoms - matching tops for tights were not available.

These new, modern underwear types were probably the main reason why the popularity of men's tights, which were successfully established in the market, began declining in the early 1970's. Something similar happened to children's tights - during this time, sales were decreasing for the first time. The following comment was made in 1980:

"What children are wearing underneath is now as colorful as children's skiwear - children's skiing underwear. The times when gray, brown or beige tights pinched are forever gone. Colorful cotton, which is long-lasting through its blend with small amounts of synthetic fibers, is being used in the production of long or short-sleeved t-shirts and long underwear. The ideal complement to this is a pair of the new, modern thick knit ski-socks - where you don't have to wear two pair so that the feet are really warm." (1980)

This trend carried on into the 90's - fewer and fewer hosiery producers are marketing or producing men's tights. Even in mail order catalogs is the decline of tights more evident from year to year. Another reason is certainly also the development of new high-tech yarns, which though used in athletic wear, rarely in the production of hosiery.

One "could be seen" wearing modern underwear and attractive colors, 1979.

Functional underwear made with high-tech material increasingly displaced men's athletic tights. Models from "Craft of Sweden", 1982.

Special winter underwear for athletic activities still sold well, but the revenue of long daytime- underwear declined sharply. Reasons for this are the new approaches to body-protecting and warming clothing, apparent since approximately 1980. The weight of clothing worn reduced to about a tenth of the original weight between 1900 and 1990.

Through increasing climate-control, it was less necessary to adapt one's clothing to the season - both in private and in public. Apartments, schools or gyms which could only be heated with difficulty led to children wearing tights under their gym clothes in the 1960's and 70's, and public transportation and buildings with inadequate heating were for the most part a thing of the past by the mid-70's. This also caused men's tights - when used as a protection against cold - to become obsolete, as opposed to women's tights, which were more a matter of fashion.

A Renaissance for men's tights appears to have taken place since the end of the 1990's, where new models began appearing in the industrial powers Germany, Austria, Japan and the U.S.A. This novelty is the appearance of men's fine hosiery.

Article in the magazine 'Neue Revue' - "Tights for Machos - Women's Last Stronghold has Fallen. Tights for Men are Here."