Jantzen Inc.: Clean Water campaign
Mariko FujinakaOverview
Jantzen Inc., a division of apparel giant VF Corporation since 1986, manufactured sportswear and clothing but was best known for its swimwear. Generally considered the founder of the modern U.S. swimwear market, Jantzen dominated the women's swimwear category for many decades. The highly recognized, respected Jantzen brand was boosted by innovative marketing, including the "Clean Water" campaign from the mid-1920s. The campaign was designed to promote swimming as a healthy and safe sport and to create standards of cleanliness and safety at public pools and beaches.
In the late 1980s and early...