They played a crucial role in challenging traditional gender norms and promoting self-expression through fashion choices for men. While the brand experienced fluctuations in popularity over the years, International Male catalogs remain a significant part of fashion history. This transition allowed International Male to stay relevant in the rapidly evolving fashion industry. The brand transitioned from traditional print catalogs to online sales, expanding its reach and accessibility to a global audience. The brand aimed to provide a comprehensive shopping experience, enabling customers to curate their entire look from a single source.Īs the internet gained popularity and e-commerce became more prevalent, International Male adapted to the changing retail landscape. In addition to clothing, International Male catalogs also featured a wide range of accessories, including shoes, jewelry, hats, belts, and grooming products. The brand’s commitment to offering unique and cutting-edge fashion choices made it a destination for men seeking distinctive and fashion-forward clothing.
They showcased emerging trends, incorporating elements of punk, new wave, and alternative styles. Over the years, International Male catalogs continued to push the boundaries of men’s fashion. This bold presentation became a defining characteristic of International Male’s aesthetic and contributed to the brand’s allure. They featured attractive male models who often posed in seductive and provocative ways, breaking new ground in the realm of men’s fashion advertising. The catalogs gained attention for their innovative approach to fashion photography. It aimed to cater to a diverse customer base by offering clothing suitable for different occasions, including casual wear, formal attire, and even specialized costumes. The catalog presented bold and daring styles, incorporating vibrant colors, unconventional patterns, and experimental designs. In its early years, International Male catalogs featured clothing that challenged traditional notions of men’s fashion. The catalogs became an essential medium through which the company showcased its unique and avant-garde fashion offerings. The founder of International Male, Gene Burkard, envisioned a platform that would cater specifically to men’s fashion needs, allowing them to explore and embrace their personal style. What could have been a light, breezy look at a company that created a sexy catalog, turns into a potent look at life in the early 80s and the increasing horror of an epidemic in the gay community. And just like the 70s, as we headed into the 80s, AIDS begins to diminish the employees and models. The film features interviews with past models and people employed by the company. While New York had its After Dark magazine (mostly dancers and celebrities) this catalog had gay men clamoring for a peek at the tight, skimpy bathing suits. The documentary, directed by Bryan Darling and Jesse Finley Reed, is an hour and a half look into a time, a time before AIDS, a time when retail stores could make their mark, and time when the burgeoning gay community was getting a foothold in culture. And now there is a documentary-a very good documentary to tell the story. It was called All Man: The International Story. It helped redefine the notion of masculinity featuring ruggedly handsome models parading on oceanfronts across the world. It is likely that the International Male catalog spurred the onslaught of gay men to gyms across American in the late 70s. It is true that 1973 saw the launch of Playgirl magazine, but this was a catalog about fashion, style and sex appeal. The catalog was unlike the Sears catalog or anything else as it had as its focus, men. Once upon a time where was a catalog that appeared in public in 1974.
Theatrical screenings will take place in New York (now on June 5!), Los Angeles, San Francisco. ALL MAN: THE INTERNATIONAL MALE STORY, the Tribeca Festival and Outfest Official Selection arrives on digital platforms June 6.
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