Smells like Teen Spirit… Nah, it’s Chlorine.

water polo players at the pool

The sense of smell is closely linked with memory, probably more so than any of our other senses. Those with full olfactory function may be able to think of smells that evoke particular memories.

Anyone who has spent time around a pool can tell you that there is a certain scent from chemicals in a busy pool. No doubt about it, Chlorine can be a harsh chemical that dries your skin or bleaches your hair. But for many people, it’s also the smell of home.

In the podcast, She Sweats Chlorine by Just Not SportsBrad Burke tells the story of the 2000-01 Denison women’s swim team’s run for the D3 National Championship. It’s a heartwarming story of team, dedication and even smelly socks. At the end, his wife Kelly, who was a member of the team, says that even today, when she walks into a pool and gets a whiff, it’s like coming home.

When we began, there were a lot of possible names for this brand, but none of them evoked our true love of time spent around a pool, the friendships formed on the deck and a lifetime of fitness.  

After a day spent at our own pool, we got home and it hit us – figuratively and literally – with all the damp towels in the car…. Chlorine Deckwear! We want to be the brand that takes you back to a favorite memory of the pool, is a community of people who know what it’s like for Chlorine to stick to your skin, and has easy-to-wear deck apparel to show the world that you love the pool.


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