Beefcake with your cheesecake

Sivil’s Drive-In, Dallas, Texas, April 1940

A recent article on Messy Nessy brought up a little known piece of sexist uniform history – beefcake carhops. According to Paula Bosse of Flashback Dallas in the late 1930s “Women were dressing in scanty outfits, hula skirts, midriff-baring costumes, to serve drive-in customers,” and so the owner of one of those restaurants in Dallas had the idea of appealing to female customers by putting men in scanty serving uniforms too. The hunky male server trend was short-lived though, in part because of the onset of WWII with young men enlisting to serve their country rather than hamburgers.

About Jonathan

Jonathan Walford is a fashion historian and co-founder of the Fashion History Museum in Cambridge, Ontario. The FHM maintains a collection of nearly 12,000 artifacts dating from the mid 17th century to the present. Jonathan has authored various books and museum catalogues, including The Seductive Shoe, Shoes A-Z, Forties Fashion, 1950s American Fashion, and Sixties Fashion.
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