Through The Decades
The History of Jantzen Swimwear
For more than a century, Jantzen has helped shape the history of swimwear. What began in Portland, Oregon as a small knitting company grew into one of the most recognized names in the category, known for innovation, iconic advertising, and a lasting influence on how the world dresses for the water.
From the first rib-stitch suits to the legendary Diving Girl, from Hollywood glamour to international design leadership, Jantzen’s story is inseparable from the evolution of modern swimwear itself.
1910s | The Beginning of Modern Swimwear
Early Jantzen Advertisements
Jantzen began in 1910 as the Portland Knitting Company, founded by Carl C. Jantzen and partners in Portland, Oregon. In 1913, a member of the Portland Rowing Club asked the company to create a rib-stitch rowing suit that would stay in place without a drawstring.
The result was a lighter, flexible garment that allowed greater freedom of movement in the water. That design became the foundation of modern swimwear and launched Jantzen’s future in the category.
By 1918 the company officially became Jantzen Knitting Mills, and the brand quickly gained recognition for its innovative swim designs.
1920s | The Diving Girl and National Fame
The iconic Diving Girl becomes one of the most recognized symbols in swimwear.
The 1920s established Jantzen as a national brand. In 1920, the Red Diving Girl made her debut and quickly became one of the most recognizable advertising icons in American fashion.
By 1921, Jantzen advertisements appeared in national magazines including Vogue and Life. In 1923 the company introduced its famous slogan: “The suit that changed bathing to swimming.”
Windshield decals featuring the Diving Girl became so popular that Boston reportedly banned them in 1924 because drivers were too distracted.
In 1926, Jantzen launched the Jantzen Swimming Association of America to promote swim education and water safety.
1930s | Hollywood and Iconic Advertising
Jantzen advertising helped transform swimwear into fashion.
During the 1930s, Jantzen became synonymous with glamour and aspirational beach culture. The brand launched what was described as the largest swimsuit advertising campaign in history in 1931.
Its campaigns appeared across magazines, billboards, theaters, and retail promotions nationwide. Artists such as George Petty and Alberto Vargas created illustrations that blended athleticism, beauty, and modern femininity.
Through these campaigns, Jantzen helped move swimwear from purely functional clothing into the realm of fashion.
1940s | Wartime Contribution and Post-War Fashion
Jantzen returns to swim innovation after wartime production.
During World War II, Jantzen temporarily shifted production to support the war effort, manufacturing military goods such as sweaters, sleeping bags, and parachute bags.
After the war, the company returned to swimwear with renewed creativity. New materials such as nylon and elastic fibers helped transform swim silhouettes and improve fit.
1950s | Global Expansion and Resort Glamour
1950s swimwear embraced elegance and international style.
The 1950s brought an explosion of leisure travel and resort culture. Jantzen expanded globally, working with design studios around the world to create new fabrics, silhouettes, and resort-ready swimwear.
In 1956, Jantzen introduced the International Set, a collection developed by eighteen international design studios.
1960s | “Just Wear a Smile and a Jantzen”
One of Jantzen’s most memorable advertising campaigns.
The 1960s introduced the cheerful and iconic campaign “Just Wear a Smile and a Jantzen.”
Smile contests sponsored by the brand brought winners from across the country to Hawaii and into national advertising campaigns, reinforcing Jantzen’s connection to joy, sunshine, and beach culture.
1970s | Swimwear Becomes Lifestyle
Bold and expressive swimwear defined the era.
The 1970s expanded the definition of beach dressing. Jantzen introduced swim separates, cover-ups, beach skirts, and caftans designed for life both in and out of the water.
Bright prints, bold color, and expressive design reflected the carefree spirit of the decade.
1980s | Shape, Color, and Performance Fabrics
Performance fabrics reshaped modern swimwear.
The 1980s saw the rise of sculpted silhouettes and technical fabrics. Nylon and spandex blends allowed swimwear to stretch, recover, and contour the body in ways never before possible.
Jantzen explored dramatic necklines, bold graphics, and innovative silhouettes including the trikini.
1990s and 2000s | Fit Innovation and Environmental Advocacy
Jantzen supported environmental initiatives and improved fit engineering.
In the 1990s, Jantzen revived its Clean Water Program, supporting beach and bay cleanup initiatives across the country.
At the same time, the brand introduced improved engineering in fit and support, continuing its legacy of designing swimwear that flatters and performs.
Today | A Legacy That Continues
More than a century of swimwear innovation continues.
Today, Jantzen continues to draw inspiration from its rich archive while designing swimwear for the modern woman. From its earliest innovations to its iconic advertising and timeless silhouettes, Jantzen remains one of the defining names in the history of swimwear.