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swimwear

corrected for speedo swimwear

This article is about the swimsuit manufacturer. For the genericized trademark referring to the swimsuit style see Speedo (suit style).

Speedo is a swimsuit manufacturer that began on Bondi Beach near Sydney Australia. Speedo is currently the world's largest selling swimwear brand and manufactures products for both recreational and competitive swimming. Its trademark is a red boomerang-shaped logo.

History

The company was founded in 1914 by hosiery manufacturer Alexander MacRae as MacRae Knitting Mills in an effort to expand his company into swimwear. In 1928 the name Speedo was first adopted after the firm developed its racerback design of swimwear making it one of the first manufacturers to specifically produce athletic designs. The name was made up by a Captain Jim Parsons who won a company competition with the slogan "Speed on in your Speedos."

During World War II the manufacturer shifted nearly all of its production to war materials such as mosquito nets. Speedo resumed production after the war and became a publicly traded corporation in 1951. In 1955 Speedo introduced nylon into its fabric for competitive swimwear. The 1956 Olympics in Melbourne saw the widespread debut of the new fabric and the introduction of the style of men's briefs that has become associated with the brand. The company quickly expanded into the international arena from there until the present, boasting that 70 percent of swimming medals were won by athletes wearing its products in the Olympic Games of 1968, 1972, and 1976.

During the 1970's and 80's new fabrics such as lycra were incorporated into the company's swimwear design. During the late 1990's the company turned its attention to its aquablade and fastskin product lines of competitive swimwear. The designs employ new fabrics that the company claims will reduce resistance in the water by replicating biological skin characteristics of various marine animals such as sharks.

Though it still manufactures the traditional briefs and racerback designs that made the company famous, Speedo's latest competitive swimwear designs incorporate suits that provide greater coverage to the arms, legs, and even full body for their top end lineup. Their high-end suits often sell for in excess of $300 American for the Fastskin 2 series. The company also continues to manufacture recreational swimwear, goggles, earplugs, swim caps, towels, robes, sportswear and other logo clothing, watches, sandals, beach volleyball and triathlon products, lifeguard gear, and training supplies for competitive and recreational swimmers.

Popularity

Due to its apparent utilitarian value for both swimming and sunbathing, the bikini-type competitive swimsuits colloquially known as 'budgie smugglers' became popular among non-professional swimmers and beach-goers in many parts of the world. Men of all ages wear speedos at beaches and pools in Europe, Asia, and South America.

In the United States of America, however, the opposite trend has developed since the 1980s. While women's swimwear remains scanty, men's swimwear has evolved into boardshorts that are baggy and long enough to reach the knees, or below.

Analysts attribute this phenomenon to the unique and intriguing interplay of religion, conservatism and human sexuality in the US, as in an essayby Kevin Esser.

Athletes

Some athletes who have been sponsored by the Speedo brand include Greg Louganis, Janet Evans, Michael Phelps, Amanda Beard, Dawn Fraser, and Kosuke Kitajima.

External links

• Speedo corporate site
• Baggy-Pants Thuggery & Hip-Hop Burlesque: Clothing as Sexual Politics in America
• Inside the Erotic Mind - Speedos: Tanned or Banned?

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This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article "speedo".