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culture

Vintage Toronto Ads: What Does He Want from Mr. Mort?

Tips from a North York clothier on how to make any man look stylish.

Source: the Don Mills Mirror, December 16, 1970

Source: the Don Mills Mirror, December 16, 1970.

Did the boys at Mr. Mort’s succeed in their quest to make heroines out of girlfriends/partners/wives determined to give their man the most stylish winter threads 1970 had to offer? Or did those men stumble upon this ad and shake their heads in disbelief at what this groovy clothier had to offer?

The main figure in the ad is decked out in a finely tailored suit, apparently named after a brand of house paint. The description doesn’t indicate if customers can use paint chips to select the perfect colour combinations to weave into the smart, checked pattern.

Model B–C shows off Mr. Mort’s casual combination. This outfit is ideal for swinging get-togethers with other couples, hitting the party scene, or, with sunglasses on, driving down the highway with the radio at full blast. But be careful—the police might ticket you for driving under the influence of fine fashion!

Model D—the “leathers are in” gent—is definitely a man on the move. His ensemble is ideal for a mod mob enforcer, a primped-up pimp, a sharp-dressed bank robber, or a small-time radical terrorist. It’s an outfit any man would wear with pride on the day they suddenly decide to hijack a plane to Cuba.

Don’t forget the finishing touches! The vest scarf is a fantastic item for keeping any neck warm, but proper sizing is important. Mr. Mort does not take any responsibility for customers who accidentally choke themselves by buttoning up too tightly. Your heroine will thank you for continuing to breathe.

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