West Coast Knitting Mills

Place: Vernon

Born: 1917

Biography:

Cole of California is a swimwear brand, known for innovations in fashionable swimwear. The brand was established in 1917 by F.L and Joseph Drane in Vernon, California as West Coast Knitting Mills, which made men's long knitted underwear and socks. In the early 1920s, Morris Cohn obtained an interest in the company, and his son Fred Cole joined the family business after working as a silent movie actor. Cole persuaded his family to start a line of women's swimwear, and in 1925, the company introduced the sleeveless 'Hollywood Swimsuit' with a low back and neckline and a short skirt, which became immediately popular. In 1936, Cole hired Margit Felligi as head of design, who introduced new designs and innovations such as the use of cotton as the primary suit material and the popularization of white suits. Felligi's designs, including the 'Swoon Suit' and the 'Scandal Suit', helped Cole of California become a leader in casual fashion design.