Jantzen
| File:Jantzen Diving Girl logo.svg The "Jantzen Diving Girl" emblem | |
| Company type | Private company |
|---|---|
| Industry | Swimwear, Apparel |
| Founded | 1916 in Portland, Oregon, USA |
| Founder | Carl Christian Jantzen, John A. Zehntbauer, C. Roy Zehntbauer |
| Headquarters | Portland , United States |
| Products | Swimwear, activewear, sweaters, girdles (historically) |
| Parent | Jantzen Brands Corporation (since 2019) |
| Website | jantzen |
Jantzen is a swimwear label founded in 1916 in Portland, Oregon, USA. The brand eventually adopted the name of its parent company, distinguished by the famous "Jantzen Diving Girl" emblem—a depiction of a young woman clad in a red one-piece swimsuit and bathing cap, poised as if diving. This symbol gained international fame during the early 1900s.
Origins
In January 1910, Carl Christian Jantzen alongside brothers John A. Zehntbauer and C. Roy Zehntbauer established the Portland Knitting Company, which later evolved into Jantzen Inc., in Portland, Oregon. Initially, it was a modest knitting enterprise crafting sweaters, wool hosiery, and similar items, with production taking place upstairs and retail operations downstairs. Carl Jantzen passed away from a heart attack in 1939 while returning from a global journey.
Design Innovations
The founders, who were members of the Portland Rowing Club, were tasked in 1913 with designing rowing apparel suitable for chilly mornings on the Willamette River. Zehntbauer recounted their creation of knit trunks without drawstrings that quickly became favored among rowers. This success prompted them to develop lighter rib-stitch wool swimsuits that offered warmth and comfort in cold water conditions. The resulting one-piece wool garment laid the groundwork for Jantzen’s rib-stitch swimwear first produced in 1915, setting the stage for their leadership in swimwear design.
Brand Identity
Following World War I, Jantzen initiated a nationwide advertising effort showcasing its swimsuits in prominent publications such as Vogue and Life. The "Red Diving Girl" logo emerged as a widely recognized emblem worldwide, solidifying the brand’s market presence and identity.
Product Positioning
During this period, the company transitioned its terminology from "bathing suits" to "swimsuits," promoting the tagline "The Suit That Changed Bathing to Swimming":
Logo Evolution
Created by Frank and Florenz Clark, Jantzen’s Diving Girl first appeared in 1920 wearing a red swimsuit paired with a stocking cap and stockings; by 1923, it was featured on Jantzen swimwear. Over subsequent decades, the image was simplified—removing stockings and cap—and by the late 1940s, the suit became strapless. The emblem underwent modernization once more during the 1980s and continues to serve as a lasting international brand symbol.
| 1920s | 1940s | 2000s |
|---|---|---|
Expansion and Product Development
In the late 1920s through early 1930s, Jantzen broadened its reach internationally by setting up manufacturing and sales facilities overseas, especially across Europe. By 1932, it was ranked as the seventh most recognizable trademark worldwide.
During the 1940s, Jantzen expanded its offerings beyond swimwear to include sweaters, girdles, and activewear. The debut of the bikini in France in 1946 influenced global swimwear trends.
In the 1950s, fashion designer Maurice Levin helped popularize pink menswear through initiatives under Jantzen’s brand. In subsequent decades, Jantzen adapted to changing consumer tastes by appealing to working women seeking fashionable beach attire for leisure time. The company incorporated materials like nylon and spandex to improve fit and introduced innovative garments such as the Trikini—a combination of a string bikini with a lace maillot.
Changes in Ownership and Brand Portfolio
In 1980, Blue Bell Holding Company took ownership of Jantzen, which was subsequently acquired by VF Corporation in 1986. By the year 1995, Jantzen shifted its focus solely to women's swimwear, ceasing production of menswear. The Jantzen trademark was purchased by Perry Ellis International in 2002. Later, in 2019, the brand was sold by Perry Ellis to Jantzen Brands Corporation, initiating a new phase in its organizational structure and strategic direction.
See also
External links
- A Brief History of Jantzen (archived 2011)
- Jantzen Through the Decades
- Jantzen Red Diving Girl – Oregon History Project