Jantzen
Product brand
UnclaimedJantzen is an American swimwear brand originating in Portland, Oregon, and known internationally for its red Diving Girl emblem.
Last updated August 26, 2026
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History
Jantzen developed from the Portland Knitting Company, founded in Portland, Oregon, in January 1910 by Carl Christian Jantzen, John A. Zehntbauer, and C. Roy Zehntbauer. The original business produced sweaters, wool hosiery, and knitted goods. Its connection to swimming began in 1913, when the founders created rib-knit rowing trunks for use on the cold Willamette River. Further experimentation produced a lighter knitted wool swimsuit, and the one-piece design became the foundation of the Jantzen swimwear business around 1915. The Jantzen trademark was adopted after the founders considered a number of possible names. Although the corporate entity continued to be known as the Portland Knitting Company, Jantzen became the public-facing identity for the branded merchandise. Following the First World War, the company expanded its advertising through national magazine placements. It promoted the concept of the “swimming suit” as an active, purpose-built garment rather than simply a bathing costume, helping shape the vocabulary and commercial presentation of modern swimwear. The brand’s signature Diving Girl was created by Frank and Florenz Clark. She first appeared in advertisements in 1920 and was placed on Jantzen swimsuits from 1923. The original figure wore a red one-piece suit, cap, and stockings and was shown in a diving posture. Later versions simplified the figure and modernized its styling, but the emblem remained a key part of Jantzen’s identity. During the 1920s and 1930s, Jantzen established overseas production and sales activity, especially in Europe, and achieved substantial international recognition. The company widened its assortment in the 1940s with sweaters, girdles, and activewear. It also participated in the postwar development of more abbreviated swimwear, including the bikini trend that emerged in France in 1946. In the 1950s, Jantzen apparel contributed to the fashion visibility of pink menswear through work associated with designer Maurice Levin. During the 1970s and 1980s, the brand emphasized resort dressing and the needs of working women seeking coordinated vacation and beach wardrobes. Its offerings included swim separates, cover-ups, ankle-length beach skirts, and garments made with nylon and spandex for stretch and shape retention. The Trikini, combining a string bikini with a lacy, semi-transparent maillot, was another expression of this period’s experimentation. Ownership changed in 1980 when Blue Bell acquired Jantzen. VF Corporation acquired Blue Bell in 1986. In 1995, Jantzen discontinued menswear production and refocused on women’s apparel, particularly swimsuits. Perry Ellis International acquired the Jantzen trademark in 2002. In 2019, Perry Ellis International sold the brand to Jantzen Brands Corporation. The supplied sources do not provide enough information to verify the brand’s current distribution, leadership, headquarters beyond its historical Portland origin, or operating status.
- 2019
Brand sold to Jantzen Brands Corporation
[1]Perry Ellis International sold the Jantzen brand to Jantzen Brands Corporation.
- 2002
Trademark acquired by Perry Ellis International
[1]Perry Ellis International purchased the Jantzen trademark.
- 1995
Menswear production discontinued
[1]Jantzen stopped producing menswear and concentrated on women’s apparel and swimwear.
- 1986
Blue Bell acquired by VF Corporation
[1]VF Corporation acquired Blue Bell, bringing Jantzen into its corporate portfolio.
- 1980
Acquired by Blue Bell
[1]Blue Bell acquired Jantzen.
- 1946
Bikini era enters the brand’s fashion context
[1]Jantzen participated in the wider postwar swimwear market shaped by the emergence of the bikini in France.
- 1932
International trademark recognition
[1]Jantzen was reported as one of the world’s most recognized trademarks.
- 1923
Diving Girl added to garments
[1]The Diving Girl symbol began appearing directly on Jantzen swimsuits.
- 1921
Swimming-suit terminology promoted
[1]Jantzen advertising adopted “swimming suit” rather than “bathing suit,” emphasizing activity and performance.
- 1920
Diving Girl appears in advertising
[1]Frank and Florenz Clark’s red-suited Diving Girl was introduced in Jantzen advertising.
Products and positioning
A heritage American swimwear label positioned around knitted construction, functional performance, fashion-led resort apparel, and the highly recognizable red Diving Girl identity.
Swimwear · 1915
Rib-stitch swimsuits
Jantzen’s foundational product was a knitted one-piece swimsuit derived from the ribbed construction used in sweaters and rowing trunks. The design was developed to provide warmth, elasticity, and a secure fit in cold water. It established the technical and functional basis for the brand’s later swimwear identity.
Swimwear · 1916
Women's one-piece swimsuits
One-piece swimsuits became Jantzen’s central commercial category. The garments evolved from heavy wool constructions toward lighter and more fashion-oriented fabrics, while retaining the brand’s association with fit, shape retention, and active swimming. The Diving Girl emblem became a defining visual feature of many versions.
Swimwear · 1946
Bikinis and swim separates
Jantzen expanded from traditional one-piece suits into two-piece swimwear, including bikinis and separates. These products reflected postwar changes in swimwear and later resort lifestyles, allowing customers to combine tops, bottoms, cover-ups, and other beach garments.
Resortwear · 1970
Beachwear and cover-ups
During the 1970s and 1980s, Jantzen developed coordinated beach wardrobes including cover-ups, swim separates, and ankle-length beach skirts. These pieces positioned the brand beyond the swimsuit itself and addressed vacation and resort dressing.
Sportswear · 1940
Activewear
Activewear was added to Jantzen’s assortment during the 1940s as the company broadened beyond swimwear. The category complemented the brand’s practical, movement-oriented image and its broader participation in knitted apparel.
Swimwear · 1970
Trikini
The Trikini combined a string bikini worn underneath a lacy, semi-transparent maillot. It represented Jantzen’s experimentation with layered and more fashion-forward swimwear during the 1970s and 1980s.
Marketing campaigns
- 1921“Swimming suit” terminology campaign
United States
Jantzen changed its advertising language from “bathing suit” to “swimming suit,” presenting the product as equipment for active swimming rather than merely a garment for seaside bathing.
Outcome. The terminology was subsequently adopted more broadly by swimwear manufacturers and advertisers.
- 1920Red Diving Girl advertising
United States · International markets
Jantzen used a stylized woman in a red swimsuit and diving pose as the centerpiece of magazine and other advertising. The campaign connected the product with movement, modernity, and recognizable visual identity.
Outcome. The Diving Girl became Jantzen’s enduring emblem and one of the most recognizable apparel icons associated with early twentieth-century swimwear.
Brand decisions
2019
Sale to Jantzen Brands CorporationM&ABackground
Perry Ellis International owned the Jantzen trademark after acquiring it in 2002.
Action taken
Perry Ellis International sold the Jantzen brand to Jantzen Brands Corporation.
Aftermath
Jantzen Brands Corporation became the recorded owner of the brand, although the supplied sources do not establish its subsequent operating scale or market activity.
2002
Perry Ellis International acquires the Jantzen trademarkM&ABackground
Jantzen was a long-established swimwear trademark that had passed through earlier corporate ownership changes.
Action taken
Perry Ellis International purchased the Jantzen trademark.
Aftermath
The brand became part of Perry Ellis International’s portfolio until its later sale in 2019.
1995
Refocus on women’s swimwearStrategyBackground
Jantzen had historically offered multiple apparel categories, including menswear, sweaters, and activewear.
Action taken
The company discontinued menswear production and concentrated on women’s apparel, returning its strategic emphasis to swimwear.
Aftermath
Jantzen’s business identity became more closely associated with women’s swimwear and related beach apparel.
Sources1 sources
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