Early bathing costumes for women were a far cry from what we see at beaches and pools today. Virtually a dress with long pantaloons, these costumes were meant to cover and disguise the natural curves of a woman’s body. Not much thought was given to form or function. At the turn of the 20th century swimsuits became more streamlined, using lighter weight fabrics and a tighter fit that did away with some of the modesty and allowed for freer movement in the water. A necessity for the New Woman and flapper, for whom as swimming for sport became more and more popular.

By the 1920s, Hollywood along with popular women’s magazines were promoting the idea of “sexy” swimwear with bathing beauties featured in films and swimsuit beauty contests happening across the United States. Bathing costumes became smaller, tighter and less restrictive on a woman’s shapely curves.

This new obsession with swimming and swimwear also saw the rise of popular bathing suit company Swim Easy. Manufacturing suits for women, children and men, Swim Easy was branded by the Myers Manufacturing Company, Inc. of Poughkeepsie, New York. Their trademarked suits were advertised heavily in newspapers and magazines throughout the early 20th century. Their one-piece suits boasted a variety of novel and stylish models and many of Hollywood’s aspiring starlets were photographed in their fashions. Popular among the Swim Easy style of suits was its wool jersey fabric, often belted at the waist, and featuring one of their logos –– an all caps SWIM EASY banner, a silhouette of a mermaid, or a bathing beauty flapper standing in shallow surf with a globe at her back.

To further promote their brand, Swim Easy photographed Hollywood stars in their suits and also held bathing beauty revues and contests.

 

 

While very popular in the early part of the 20th century, Swim Easy eventually fell out of popularity in competition with brands like Jantzen and Catalina.