What it meant to be young

by Sara Clarke

Photo by Jim Jocoy.

As a Mad Men fan, I’ve been thinking a lot lately about the moment that a new kind of zeitgeist begins. In its first three seasons, the aesthetic of the show (true to the period, of course) felt really fifties. Season four, which takes place in 1964 and ’65, suddenly starts to feel like the sixties. Right now — 1966 in series time — suddenly, the sixties are happening!

In the late 70’s, Jim Jocoy had a day job in a copy shop. By night, he wandered the San Francisco punk scene, shooting portraits of his fellow club kids. It was the beginning of a new aesthetic.The eighties were being born, just like the sixties are finally being born on Mad Men right now.

It’s interesting to see what people are wearing in these portraits. Suddenly, the jeans are skinnier. The shoulders are boxier. There’s no more avocado green and burnt orange: it’s all black and white and red and neon

In 2002, Jocoy’s photos were collected in a book called We’re Desperate, which includes essays by Thurston Moore and Exene Cervenka. I highly recommend that you search it out. If you can’t track down the book, you can find more photos from the West Coast punk scene at Wine & Bowties.