Dear readers, I’m still not able to add new content, so I hope you’ll enjoy this post from five years ago when I had only a few followers.
Come first to our swimming suit department – then a trip to the crashing waves or placid pool is bound to be successful. Here assembling your ensemble becomes joy. We have a complete line of Jantzen sun & swim suit from which to choose the foundation of your costume. We have the necessary shoes, caps, beach bags, robes, to build a brilliant, stunning outfit. Won’t you come in and look our things over soon?
From the 1930s From the 1950s
Jantzen made sure the diving girl was seen by putting the logo on the outside of the swimsuit, starting in 1923. They also made promotional giveaways, such as car window decals and hood ornaments. By 1931, Jantzen was the 7th most recognized trademark in the USA, and it is one of the oldest clothing trademarks in use today.
Notice that in the sales brochure, Jantzen used the words “swimming suit” rather than “bathing suit.” It is thought that Jantzen was the first company to adopt the term swimming suit, which they first used in 1921.
Posted by sues:
:) I am so glad you didn’t resist. I may not have patronized owen moore in 1930, but did shop there in the 1970’s or 1980’s when I was in college. It was a fine store with good quality clothing and accessories. My mom grew up in the Portland, So. Portland area so she would have more info. if you wish. Let me know.
Posted by Stacey Brooks Newton:
Went to an estate sale today and thought of you- tons of vintage mod clothing. The girl ahead of me in line bought $500! The dresses were only $10 a piece and the hats were $8. Some real beauties:)
Have a great weekend!
Posted by Lizzie:
Hi Stacey, I’m glad that vintage clothing reminds you of me! Shop on!
Posted by Mod Betty / RetroRoadmap.com:
Not sure if you’re a watcher of Mad Men, but in viewing the season premiere tonight they featured Jantzen as one of the clients and I immediately thought of you! Interesting to realize that b/c you know more about their history than I do, you would know before any of us if they decided to use Don Draper’s advertising pitch or not! :-)
Posted by Lizzie:
MB, I actually do have a few thoughts on this subject, so stay tuned for a blog post later today.