His & Hers Fashions on the Cover of "Stitchcraft" (1968-1970)

Stitchcraft was published by Conde Nast.  Though it contained all the usual patterns and projects found in craft and needlework magazines, it also (not surprisingly) had a fashionable slant.   The covers in particular were stylish, usually featuring fashionable young women wearing the very latest in knitwear.

Men, who weren't supposed to be interested in fashion, didn't make Stitchcraft's covers very often—occasionally popping up clenching a pipe between their teeth or pursuing some vaguely manly hobby.  That started to change in the 1960s.  By the late 1960s the His & Hers trend was in full swing, and Stitchcraft started showing couples in matching or coordinated garments on their covers.

June 1968

"Zipped Holiday Jackets.. easy and comfortable for holidays.  Zipped Jackets are practical for holidays.  Easy-fitting to slip on quickly—and smart for her to wear with culottes and slacks for rambling and biking.  Two sizes include the boy-friend."

(What could be more late sixties than a zip front-fastening with a ring pull no less?  The Nehru style collar adds the final mod touch to the outfits.)

October 1968

"Fashion for the active life... front-cover sweater match."

(Taken by themselves, the pullovers these models are wearing could belong to almost any decade of the twentieth century.   Their accessories, however, put them squarely in the 1960s—especially her fab little cap!)

June 1969

"START WITH A POPULAR HOLIDAY DOUBLE—clever colour changes and a new way with stripes."

(The knitwear is fairly sedate.  The font of the caption, however?  Groovy, baby!)

July 1969

"Double-up for the Sport Set.  Classic shirt styles are favourite looks with the sports crowd.  Cool and fresh to slip on after the game.  Four Seasons in a linen shade for hers and a ginger brown for his."

August 1969

"the late SUMMER SCENE.  Cardigan Team for a late holiday"

(Accessories for her: a scarf.  For him: an ascot.)

March 1970

"Colour team for the Weekend Scene... easy going looks for this classsic twosome—side panels add fashion interest and popular raglans make them favourites for spring."

(He's carrying baguettes, and she's wearing a beret.  Could they be on holiday in France?)

July 1970

"His and Hers Tennis Cardigans... SPORTS SPECIAL TEAM-UP match up looks with a subtle stitch variation—hers has openwork panels and his has more rugged cabling and a firmer, closer fabric—super in Snow White for the sports set."

To be honest, I'm not sure how many couples actually wore his & hers fashions—and if they did, how often did they wear their matching outfits together?  It's a cute idea, but actually putting it into practice sounds somewhat awkward!