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Once a year U. S. males usually buy a suit (brown, grey or blue), a pair of shoes (brown or black), and a hat (brown or grey). Their typical order is, "Just like the one I got on." So by and large go Fashions for Men.

Yet year by year the menswear trade doggedly fights to infect its customers with the same virus of fashion and change prevalent among women. Rare are their successes. Last week it looked, however, as though they had succeeded with cuff links. Hickok Manufacturing Co. (men's accessories) announced triumphantly: "American men have bought more cuff links in the last four months than they bought in the previous four years." Other cufflink makers told the same story: Swank Products Inc. that it was selling ten times as many cuff links as it was a year ago; Krementz & Co. that its cufflink sales were up 200%.

Like stiff collars, cuff links went out with the War when a name-tag and a wristwatch became enough jewelry for any man to live and die with. Their return is credited largely to shirtmakers who have revived soft French cuffs (folded back) which require links.

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