Jantzen

Jantzen was founded in 1910 as a small knitting operation and retail store in downtown Portland, Oregon. It was here that a rowing suit was produced becoming the prototype of early suits and iconically “the suit that changed bathing to swimming.” As early as 1921, Jantzen swimming suits were promoted nationally in Vogue and Life Magazine. Early billboards were seen in Portland, San Francisco and Los Angeles featuring the red Diving Girl. The Diving Girl became the splash heard around the world and the 7th most recognized trademark in the 1930s. A Hollywood connection teamed up film stars wearing Jantzen swimsuits in Jantzen catalogues in turn crediting the studios and stars. In the 1940s Jantzen limited regular product lines and devoted its efforts to the manufacturing of products for the armed services. In the 1950s Jantzen produced a collection of swimsuits from 18 design studios around the world. Each swimsuit represented it’s country of origin and was called the International Set. They were considered global fashions for the new Jet age. This included the Conquistador Collection focusing on Central and South America and the Paris Collection designed by Hubert de Givenchy at his salon in France. In 1960 the “Just wear a smile and a Jantzen” advertising campaign was designed to appeal to women of all ages where for the first time photography was utilized rather than illustration. This new technique was just coming to the fashion forefront. The campaign was highly successful and the slogan was used for almost a decade. In the 1970s Jantzen continued to evoke a strong presence with both men and women’s offerings of swimsuits. An interest in glamour created diverse products to accessorize the swim line including caftans, patio dresses and cover ups. In 1980 Jantzen reigned as the world’s largest swimwear manufacturer with number one brand recognition. In 1992 Jantzen’s Clean Water campaign was revived with major retailers and worldwide organizations and included the first environmental billboard in Time Square. Princess Diana wore Sheer Delight, her favorite Jantzen suit and contestants wore suits that displayed the Diving Girl in the Miss U.S.A and Miss Universe pageants. In 2007, a campaign to relaunch the brand featured super model Caroline Murphy in a suit called the Vamp which was inspired by an archive original. In 2010, Jantzen celebrated its centennial anniversary with the Heritage Collection reflecting the brand’s signature glamour. Jantzen’s iconic Diving Girl continues to be seen in swimsuit design and embellishment by a new generation of consumers. Today with over a century of brand recognition, Jantzen’s unrivaled heritage is shaped by gutsy and visionary advertising, fashion innovation and cutting edge design. As muse, the red Diving Girl was seen around the world and continues today as one of the longest lived apparel icons.

Products
Swimwear and Accessories