It’s about zippers
But it could just as easily have been an emancipatory cry of Victorian women who were sick of riding bikes and horses (to say nothing of playing Battledore and Shuttlecock!) while wearing long heavy dresses. Except that they didn’t say “swell” in Victorian times, unless they were talking about bruises and such. But don’t you just love vintage ads? I do. I thought this was so funny. Not least because zippers were called (by this company at least) “talon fasteners”. Napoleon Dynamite would approve. Technically swimwear, but at least they were onto something….