FASHION: In the Swim

For most of the U.S., September is a time for packing bathing suits away for the winter. Not so for California's Fred Cole. Last week he was showing off his Cole of California swimming gear for the 1951 season.

When Cole first got into the swim (in 1926), he startled the entire bathing suit industry by lowering the backs of his knit swimsuits by eight inches (and raising the blood pressure of various municipal censors). Later he put out white bathing suits, which were considered daring at the time because of their alleged transparency when wet. Since then, he has...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!