William Lightfoot Schultz founded the Shulton Company in 1934 which manufactured the
O ld Spice products
launched the line of Old Spice for men in 1938.
Early American Old Spice was developed around a colonial theme.
When Old Spice
was introduced, William Lightfoot Schultz
was interested in maintaining a colonial framework for those products and chose a nautical theme for Old Spice
Thus, sailing ships, in particular colonial sailing ships, were used as a trademark.