Why Are Speedo’s So Reviled in North America?

Cultures are a funny thing. The much-reviled Speedo swimsuit that is so popular in Europe and around the world, is made fun of and rejected with so much energy in North America.

A recent photo shot of the 64 year old Arnold Schwarzenegger in a blue Speedo type bikini bathing suit drew so much raucous laughter on a recent episode of Chelsea Lately, that you would think he was wearing a string bikini in bubblegum pink. Not to mention the very funny Ross Mathews parlayed (pun intended) this discussion topic into another one of the funny man’s much expected routines, albeit, quite happy to point out the squirrel in Arnold's Speedo.

Growing-up in Montreal, which has a decidedly more European flare and temperament, I was a frequent wearer of the Speedo and quite comfortable in it, thank you very much! Arnold too, has donned this form of male bikini for the better part of his whole life as he competed in competition after competition, allowing as much of his finely sculpted body to show, without the hindrance of clam diggers or swimming trunks that cover up the better part of a mans lower body, that is now favored by the stereotypical x-gamer, board-boy type that would never be caught dead in a Speedo.

So where does this North American prudishness come from and is it simply another sign of the hypocrisy that exists in our culture on this side of the pond? While Life Magazine likes to poke fun at this difference in a pictorial essay, the true history of the Speedo pre-dates Life’s famous pictures and begins in 1910.

Primarily developed as a swimsuit for competitive swimmers which became more accepted in the loosey goosey days of the 1920’s, the Speedo name wasn’t trademarked until 1928. Keep in mind, that these suits born in Australia, were body hugging, but also covered substantially all skin, even in competition. That standard was broken in 1931 by an Australian swimmer, who apparently showed too much shoulder and the skin bearing trend began in earnest.

The brand began to grow especially after the second world war and ads like the famous Charles Atlas “Sand in the face” advertisement where he sported a Speedo, further supported the image of speed, success, strength and related images to the brand and it’s products. So while athletes and swimmers continued to don this tiny swimsuit, mainstream America maintained it’s puritan image by adding more material and shunning the competition from abroad.

The primary push came after the cocaine fueled frenzy of the 1980’s and the subsequent bust of the market, bringing with it the grunge movement along with alternative sports, music and clothing, essentially quashing any acceptance of this skin-bearing swimsuit. The trend is maintained today, with ever-longer clam-diggers rubbing against the shins of teens and young adults. Without the knowledge or comfort of bearing more than simply the much sought after six-pack, chest and guns (arms), most men in North America (save for a number of French Canadians) still get the humorously odd mid thigh or calf tan line. Certainly, there are those in Europe who wear this style of short, but it is still in the minority and reflects the mores of both sides of the Atlantic as well as other parts of the world.

That those in Hollywood, or industry also don’t choose the Speedo in North America, sets the standard as well for this celebrity frenzied culture. You know any self-respecting Hip Hop or Rap mogul would never be caught dead in a Speedo, rather opting to show half of their butt in low slung jeans, or bearing their tattooed upper bodies for all to see wherever they may be. So go figure? Does Speedo care? Not at all, since their swim racing heritage and material improvements in the fabric of competitive swimwear is much of what they care about.

Will Gentlemen in North America ever switch from the heavy, lower body covering swimsuits trunks that are the primary staple today? Unlikely, since the media (as in the Chelsea Lately example) uses the Speedo as a side-bar joke for anyone who purportedly doesn’t know how bad they look (images of a beer bellied man, with hair poking our of his mini-Speedo aren’t appealing to anyone) when wearing one. Yet, in advertisements for fragrances, couture brands and the like, we will still find this standard of sex-appeal, youth and power. Perhaps The United States would do well to adopt this global standard and do away with the frumpy Family Guy appearance. Then, maybe the obesity epidemic would slow because your man would make some effort to improve his physique before going out in public and embarrassing his lack of muscle tone, or at least suck in and poke out his chest to simulate some physique that even Arnold at 64 years of age still has.

Lorne Caplan started his career in biotech and medical device financing, moving into spas, skincare and all things anti-aging and romance related. His focus on romance, passion and intimacy products and services came from the hundreds of fragrances, cosmetics and skincare products he formulated. As a father and stepfather to five girls, his unique understanding of female physiology and mentality combined with his own personal experiences, to allow for a unique and all encompassing perspective on these subjects. Lorne is a speaker and presenter, appearing on television shows such as Dr. Phil and is frequently published and quoted in multiple media outlets like Shape, and Spa 20/20.