In the mid-1970s, former ad salesman Gene Buckard opened a San Diego store whose name, Brawn of California, defined its mission: changing the way men perceived “loungewear” from tacky leopard-print brief and fat-shaming muumuus to sexy, body-hugging and box-revealing underwear, bathing suits, thongs and jocks. Undressing for success fueled a second store in Los Angeles. But it wasn’t until Buckard began mailing catalogs that his company really took off.
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We collected a slew of good, bad, ugly (and unbelievable) fashion on some amazing models over the years to remember what happened. And how much some of us cherished this catalog (for LOTS of reasons) before its inevitable demise.