When the Fantastic Four were introduced, Marvel was unsure if it was really prepared to transition from doing science fiction and horror comics to doing superhero comics, so the Fantastic Four originally wore just normal clothes. Even in their second issue, the team is decked out in normal outdoor wear. When the series received a tremendous response from the fans, though, Marvel knew that it had a superhero hit on their hands and so with the third issue, so creators and execs decided to give them costumes. However, they wanted to stick with the basic idea that these were not ordinary superheroes. These were sort of explorers more than traditional superheroes, and as a result, Jack Kirby came up with an awesome sort of utilitarian design for their jumpsuits. Famously, the costumes originally had masks but they decided to drop them.
While the X-Men's film uniforms may largely be a snooze, Hugh Jackman's Wolverine is about as dead on as Logan could appear on film. Sure, he donned the same plain black leather as everyone else, but before that, Jackman captured Wolverine's logic defying hair, his old-man sideburns, and even his sneer in a way that comic fans could only dream about.
By the end of the 1940s, superheroes had lost a lot of their appeal to the public. National Comics (now DC Comics) went from having dozens of superhero titles to only having a handful. Most of the members of the Justice Society of America fell out of sight in the world of National. Flash and Green Lantern went from appearing in multiple titles to not appearing in any books at all!
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