In 1929, the Men’s Dress Reform Party was established in response to what its founders regarded as the heinous modern age. One of them, John Carl Flugel (a psychologist from University College London), contended that, since the end of the eighteenth-century men had been progressively ignoring brighter, more elaborate, and more varied forms of masculine ornamentation by ‘making their own tailoring the more austere and ascetic of the arts’. He called this event ‘The Great Mascu