With import restrictions in place in New Zealand since 1938, local manufacturers developed and marketed their own successful brands. This swimsuit is an American label, Jantzen Swimwear, made in New Zealand by A J Coleman Ltd in Wellington. A licensing agreement offered many advantages; it provided local employment, gave access to new fabrics and technology, saved on transport costs and the licensee had a high fashion product with proven market credentials. For fashionable Kiwis it was a win too; it meant that they could look as up to date as anyone, anywhere in the world.