Catalina, the coveted swimsuit line of the vintage community (for women and men). The line is classy, beautiful and as you will see in this post, truly one of a kind.
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Note: If you click on an item and it is no longer available, don’t fret! The websites I have provided are updated daily with 1000’s of new & vintage items. Just do a quick search and see what you find.
Vintage Catalina Swimsuit History & Advertising
History of Catalina Sportswear:
Their history began in 1907, as Bentz Knitting Mills, a small manufacturer of underwear and sweaters. The name was changed to Pacific Knitting Mills in 1912, accompanied by the introduction of swimwear to their existing knit lines. The third and final name change came in 1928, to Catalina.
During the 1920s, Catalina broke out of the norm of producing wool knit suits that were patterned after a simple one-piece style and created baring and fashionable swimwear for both men and women. Styles like, the boldly striped Chicken Suit, men’s Speed Suit and Ribstitch “S” suits.
The 1930’s glitz and glamour of the sliver screen had Catalina adopting the slogan “Styled for the Stars of Hollywood“. They added to the prestige by using Hollywood starlets, including Bette Davis, Joan Blondell, and Olivia de Havilland in their marketing campaigns. At the time, the average Catalina swimsuit retailed between five and ten dollars, equivalent to $87–$175 today (assuming 1935 dollars) (Source).
The Miss America Beauty Pageant:
Catalina was a sponsor of the beauty pageant starting in the 1940’s, with the contestants wearing their off-the-rack swimsuits (featuring 2 flying fish logo’s, instead of the standard 1 on the hip as seen below).
In 1951 there was a bit of drama when Catalina dropped sponsorship of the pageant after the winner Yolande Betbeze, refused to pose for publicity pictures while wearing a swimsuit.
Side Note: Yolanda is pictured above (Miss Alabama), wearing a Catalina swimsuit before she was a winner so I’m so sure what the issue was (if you know please share in the comments below).
Seeing pageants as a good publicity tool, Catalina would go onto to found the Miss USA, Miss Teen USA, and Miss Universe pageants, co-sponsoring them for decades to follow. With this came a new slogan to emphasize their growing global awareness: “Around the world… it’s Catalina” (source).
1960’s Catalina becomes a sister company to Cole of California, a swimwear manufacturer established in 1925.
- 1993 the duo joins Authentic Fitness Corporation, a subsidiary of Warnaco Inc.
- 1994 Catalina and it’s newly extended swim, active & fitness brand (thanks to its merger with Wanaco) is offered to Wal-Mart stores across America
- 2007 Warnaco sells the Catalina business to In Mocean Group
- As of 2014 you can only buy Catalina swimsuits in Wal-Mart
- Catalina is one of the oldest clothing manufacturers in California (Source).
History lesson complete, now lets check out some of the awesome advertisements!
Catalina Swimsuit Vintage Advertising 1930’s-1960’s
1935’s vintage ad – “Everybody is crying for baby pants”
1940s Vintage Catalina Ad. A giraffe on a swimsuit?! How fantastic!
If your looking for unique then look no further then this 1949 Catalina men’s swimwear ad…. “Beach-Comb Swimwear (with the built-in pocket comb)”.
Source: Etsy
1949-Convertibles Catalina swimsuits.
The most popular swim trunks in America! 1950s vintage Catalina’s men’s swimsuit ad.
Families who match their swimsuits together, stay together. -1950s vintage ad-
“Any girl who wears a Catalina swimsuit is apt to be singled out for special attention from Mr. Cupid.” -1950s vintage ad.
“The sea-fearing man is a Catalina man” -1960’s Men’s Swimwear ad.
Schiaparelli’s design for Catalina -1950s swimsuit ad.
“Lovelier by Design.” -1950s vintage Catalina ad featuring a fish pattern swimsuit.
1952 Miss Universe Catalina Ad.
1953-New Swim and Sun Fashions.
1948 & 1949 Ads. Fish and Ducks for men and women on these fun 1940s bathing suits.
1955 ad for “Summertime Cottons by Catalina”. More beautiful examples of 1950s Swimsuits.
Source: Etsy – SwellVintageAds
Vintage Swimwear Examples:
Vintage Shopping: I have created an Etsy collection of Vintage Catalina Swimsuits that you can buy right now. The collection is updated Monthly.
1950s Catalina Umbrella print cotton swimsuit (avail as of March 2023). So Fantastic!!
Source: Etsy – vintage109online
Vintage 1940s Catalina swimsuit with black palm leaves, similar to the illustration on the right (Available HERE).
Source: Etsy
Cute 1960s Catalina Playsuit/ Romper perfect summer beach outfit for that retro look.
Source: Etsy
Vintage 1950’s Catalina Black Swimsuit (avail as of March 2023 HERE).
Source: Etsy
1950’s Women’s Turquoise and White Catalina Swimsuit.
Source: Etsy
Gorgeous, high quality 1950s swimsuit by Catalina.
Source: Etsy
1950’s Catalina of California Junior Novelty Print, Red Owl Swimsuit.
Source: Etsy
I also own a Catalina that I wore at VIVA Rockabilly Weekend in 2016, it’s not as glamorous as the ones in the ads we just saw but it’s still cute!
Lastly, If you are interested in what the Catalina Labels looked like, the Vintage Fashion Guild has a super collection of them that can be found HERE.
QUESTION TIME: Do you own a Catalina? If so please share what it looks like. If you don’t do you like the brand? Want to own one yourself one day? Do tell in the comments below.
Further Reading:
- Vintage Fashion Designers 1920s – 1960s (Archived Blog Posts)
- Vintage Fashion 1920s-1960s (Archived Blog Posts)
Liz
Great post i dont own a catalina yet, but one day. The adds are amazing and your suit is lovely. Vintage suits are so much better then modern ones. I own a key print 50s bathing suit and a solft gold repro vintage suit both new to me this summer
Thanks for the compliment 🙂 Ohhh a Key print vintage suit, how fantastic! I would love to see pictures of that one day.
Gorgeous swimming costumes! I particularly love the Baby Pants one and the one with the fish on the skirt part. Oh, and don’t you look stunning in yours! You look so perfectly dressed for VIVA Rockabilly. xx
thanks Cate for the lovely compliment 🙂 The Baby Pants one is so divine! Oh to own one now 🙂
You look fabulous. I like the picture suits best, the birds and the ducks are great.
Thanks Kate-Em! Gosh swimsuits were so fab back in the day.
Hey Liz! Great post you did with this article!
So you know (or anyone else) where I can find knitting patterns from Catalina swimwear? I am trying to reknit old patterns and I am horribly in love with these swimwear and would love to reproduce then or design some inspired by them from Catalina.
Pls answer on email or facebook
Jhil1@gmx.de or
Fb JauntyJo Hill
Hi Jenna! thanks for reaching out 🙂 I am not knitting myself, but a did a quick search and I found this website https://www.fab40s.co.uk/Ladiesswimwear.html which has knitting patterns you can purchase. ALSO a fellow blogging friend Kate-Em who is an avid knitting and could probably point you in the right direction better than I. Here is her website: http://whatkate-emdidnext.blogspot.ca/
Good luck and happy Creating!
Liz
Oh yes thank you! 😊 on the fab40s site and some other sites
I already found some patterns but there wasn’t a Catalina style yet…. I will go on searching and check your friends website. Or maybe i will design my own bathing suit inspired by Catalina! Greetings
Oh great! Well best of luck with your hunt and I say go and make your own. How marvelous would that be?
I have a 1970’s navy knit suit that I would like to sell. Anyone know what the value is for these suites? Excellent condition.
Size 12
Navy onepiece with button straps in back.
Two daisies on it. One is the top right Best area, the other in the bottom left.
Hi there! I’m not great at putting a value on vintage clothes personally, but I would recommend seeing if you can find something similar on vintage clothing sites like Etsy and see what others are selling them for. This is what I do when I’m wondering about a price for my own personal knowledge. You could also reach out to a local vintage shop and see if they could help. Good luck and sorry I could not b more help.
Liz
Where do these old adverts sell online, more so the Catalina ads?
I’d like to frame a few for interior design. Great! site.
Cheers,
– MG Masterson
Vancouver, Canada
Hi Mark,
I would try websites like ETSY for the old ads to frame. This is where I have found many vintage advertising for Catalina.
Happy hunting!
Liz
The swimsuit with the Giraffes I have and it’s in decent condition! I want to try to leave a photo of it. It’s amazing
If you wish to email it to me @ thevintageinnblog@gmail.com I sure would LOVE to see it! So envious you own that!
Liz
Just ran across my Mom’s Catalina beach towel in the basement.
Probably from the 1950’s, It is still intact but very thin.
Oh wow! What a find! Hold onto that for sure 🙂
Thanks for dropping by!
Liz
The Picture of the three gals posing in front of the swimming pool was actually the pool at the Catalina Sportswear offices in Commerce, California. That pool was kept clean and nobody was allowed to swim in it. I used to look on at it as a child when I visited my dad at work and when I worked there.
That is super to know Stacie! Thank you for sharing this information. I’m going to update the post about the location. Thanks for the memory.
Liz
Hi there last night I found a kind of metal button while metal detecting .I researched it on the net and found it is very similar to the catalina swimwear logo with its flying fish .I would post you a photo but can not .I was wondering if you might recognise it .Derek
Hi Derek,
Not sure if I can help you but feel free to drop me an email at: thevintageinnblog@gmail.com
Liz
I have a men’s blue Catalina swimsuit from 1942, with 12th Air Force insignia on it. My dad was Army Air Corps. It has a perfect Catalina, Styled for the Stars of Hollywood tag on it. I’d love to send you photos to see if you have information on it.
Hi Tommy,
I would love to see the photos, and can share it with my vintage community friends if are okay with that. I’m not an expert on Catalina swimsuits just the research I was able to find for this post but some of my friends own vintage shops and may know.
You can email me at: thevintageinnblog@gmail.com
thanks!
Liz
Hi Liz, I have a mens shirt and the label is Catalina A California Creator Styled for the Stars of Hollywood Made in Canada by Silknit. I have been researching lately the history of Silknit and Catalina connection…at first some thought that it was a reproduction…but I feel that Canada did not get much recognition for their involvement in fashion. Have you any info regarding these two. I will send pics if am allowed. Thank you. Geri
Hi Geri,
Sounds like you have a cool piece of fashion history in your hands. I would love to see a picture if you could email me: vintageinnblog@gmail.com.
I however have no knowledge of the connection between the two, but I would not be surprised like you said that Canada did not have help with production in some form. Wish I knew more! If I ever do stumble upon any info on this I will 100% reach out though.
So sorry I could not help.
Liz
Hi Liz, I tried sending to the email you gave me vintageinnblog@gmail.com but it will not send, came back address not found? Geri
sorry! I gave you the wrong address (I’m jet legged from a recent trip). thevintageinnblog@gmail.com
All good I figured it out…thanks
i think i own a catalina dress!
ohhhh really! Cool!
Hello! Think I figured out why Yolande decided not to model for Catalina. Apparently, she wanted to pursue opera singing and entered Miss America for the scholarship money. The woman in the below TikTok claims to be her granddaughter.
https://www.tiktok.com/t/ZT8S6fyG3/
Wow! Very interesting! Thank you for sharing this video, it was quite an eye opener.
Liz
My mother, Patsy Delano, told me that she modeled a green Catalina swimsuit in a beauty contest in 1934. Said the suit had a low back. Mother always said she came in fourth in the contest – but one of the other higher placed contestants was related to the judge.
I worked at Catalina from 1985-1994 at the Bandini location. Swimsuit models would pose at the pool on the premises during photo shoots.
Hi Jonathan, thanks for commenting with your fantastic story about your mom and your later connection with Catalina thru your work.
Low back swimsuits in the 1930s were very popular, so I could see why your mom would of been wearing one. Too bad you did not have a photo.
Thanks again for commenting!
Liz