Jantzen

Jantzen is one of the oldest names in swimwear, and that longevity says something about how its suits have held up over the decades. The brand made its name on flattering, comfortable one-piece silhouettes, so it tends to suit shoppers who want a classic, dependable swimsuit over a trend-led one. Judge fit and fabric on the specific style you are eyeing, and you will usually find a suit built to last a few seasons.

The Diving Girl is Jantzen's signature emblem: a young woman in a red one-piece swimsuit and bathing hat, caught mid-dive with outstretched arms and an arched back. The image became famous around the world in the early twentieth century and remains one of the longest-lived apparel icons there is. Spotting that little red figure is the quickest way to recognise the brand.

The Diving Girl was designed by Frank and Florenz Clark and first appeared in advertisements in 1920, then on Jantzen swimming suits in 1923. Over the years her stockings and stocking cap were dropped, the suit became strapless in the late 1940s, and the whole design was modernised again in the 1980s. She has evolved with fashion while staying instantly recognisable.

Jantzen is a swimwear brand established in 1916 that first appeared in Portland, Oregon. Its roots reach back even further, to the Portland Knitting Company founded in January 1910 by Carl Christian Jantzen and brothers John A. and C. Roy Zehntbauer. The brand name eventually replaced that of the parent company that made the products.

That tagline captures Jantzen's role in reframing the garment itself. Around 1921 the company began promoting the idea of the swimming suit rather than the old-fashioned "bathing suit", a shift in language it pushed across all its advertising. The earlier rib-stitch, one-piece pure-wool prototype, designed by Carl Jantzen and first produced in 1915, was lighter and better to swim in than what came before.

They serve different swimmers. Jantzen built its reputation on fashion-forward, flattering swimwear with classic one-piece styling, where a race-focused brand concentrates on technical, performance-driven suits. If you want a beach-and-poolside suit that flatters, Jantzen is squarely in its lane; for competitive lap swimming you would look to a performance label instead.

A classic one-piece is the most natural introduction, since flattering one-piece silhouettes are exactly what the brand has long been known for. A timeless cut in a solid colour is the most versatile starting point and the easiest to wear year after year. From there you can branch into two-piece and separates styles.

Rinse the suit in cool fresh water after every swim to flush out chlorine and salt, then lay it flat to dry away from direct sun. Avoid wringing it hard or tumble drying, both of which break down the stretch. A little gentle care keeps the fabric and colour looking good for far longer.

Extremely. By 1932, Jantzen was reportedly the seventh most known trademark in the world, helped along by the Diving Girl who leapt from catalogue covers onto billboards and beyond. Few apparel brands have ever reached that level of global recognition. It is a remarkable footnote for a company that started as a small Portland knitting concern.

Jantzen has passed through several owners: it was purchased by Blue Bell in 1980, which VF Corporation acquired in 1986, then the trademark went to Perry Ellis International in 2002. In 2019 the brand was sold to Jantzen Brands Corporation. Through all those changes, the Diving Girl has stayed at the heart of its identity.

Its origins were broader than swimwear. The founding Portland Knitting Company produced sweaters, woollen hosiery and other knitted goods before the brand became synonymous with swimming suits. In 1995 the company ceased producing menswear to concentrate on women's apparel, returning to its swimwear roots. That focus on women's swim is where the brand sits today.