Dive Brief:
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JanSport has released a collection of tees made with cotton “farmed using practices intended to keep carbon out of the atmosphere and in our soils,” according to a company press release.
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The brand, best known for its backpacks, will also launch an assortment of logo hats and beanies in August. Tees are priced at $35 each, and the hats will range from $24 to $30.
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Owner VF Corp. in February said it may sell its backpack business, which includes JanSport, Kipling and Eastpak. Executives provided no update with their Q4 report in May.
Dive Insight:
As consumers gear up for summertime, sales of backpacks are thriving, helping to make bags the “hottest segment” in outdoor accessories, according to research from consumer behavior consultancy Circana. For VF Corp., the business that includes these brands rose 1% in Q4 to $436 million and 3% for the year to $1.8 billion.
With a new chief executive at the helm — Logitech CEO Bracken Darrell arrives next month — the idea of selling off the iconic backpack brands may not last. For now, 56-year-old JanSport is expanding its assortment somewhat, a move meant to appeal to its younger consumers, according to Alexandra Reveles, who is vice president of global brand management.
Hat designs include the “Broken in Dad Cap” and a classic trucker hat, both available in corduroy. They are made with 100% cotton twill or cord. Beanie designs include classic and tall fit options and are made with 100% recycled polyester, per the release.
"While backpacks are at our core, JanSport also has a deep-rooted history in the apparel industry," Reveles said in a statement. "For over 30 years, we created athletic jerseys and apparel for college students and we're excited to revisit this category for our core consumers, Gen Z, starting with the launch of our Classic Tees."
