Forgotten queer artifact matchbooks featured in new book
A new book, Cruising: Gay Matchbooks, showcases matchbooks from mid-20th century gay bars that served as a social tool and advertising before digital apps.
Before the advent of digital apps like Grindr, gay men utilized matchbooks from bars as an analog method for discreet communication and connection. These now-forgotten artifacts are the focus of designer Darian Newman's latest book, Cruising: Gay Matchbooks.
The second volume, by the same name, features 200 new matchbook designs and 12 curated essays. The book highlights a period when queer spaces cultivated distinct visual identities, offering a rare glimpse into moments of queer joy during an era often defined by struggle and hardship.
Newman notes in the book's introduction that while design for marginalized communities often centers on protest, these matchbooks exude pleasure. The pleasure of being out, of meeting new people, and of community belonging.
These matchbooks functioned as advertising for gay bars and clubs at a time when discretion was paramount due to potential police scrutiny. Their designs were meticulously crafted, with each matchbook conveying the establishment's unique vibe and atmosphere to prospective patrons.
Newman sourced the book's material from platforms like eBay, Instagram, and through connections with collectors. The work provides a tangible window into an era when seeking companionship required active participation and physical presence.