Eastpak

Eastpak is an American worldwide lifestyle brand founded in Boston, Massachusetts, specializing in the design, development, manufacturing and worldwide marketing and distribution of a range of products including bags, backpacks, travel gear and accessories. In 1952, the company began as Eastern Canvas Products USA, Inc., producing bags and packs for the U.S. military before focusing on the consumer market in 1976 under the brand name Eastpak. It is part of the VF Corporation brand portfolio.

History

Founding

Eastpak was founded in 1952 by Bernard Godfrey of Newton, Mass, as Eastern Canvas Products USA Inc. He was later joined by his son, William, and a third partner, Monte Goldman, and began by specializing in safety equipment for the U.S. Army. However, the company's direction changed dramatically when Goldman's son, Mark Goldman, joined the company in 1976. He transformed the company's retail product line into a consumer brand and launched the first line-up of bags and packs at a sportswear trade fair in Chicago in 1977. Norman Jacobs joined the company in 1980 and, with partner Mark Goldman, claimed a market-leading share of the U.S. college market on the East Coast throughout most of the 1980s and early 1990s.

Brand evolution

In 1985, Eastpak introduced bright colors and prints to the bag collections. The company became the first bag brand to offer a lifetime product warranty (for legal reasons, the warranty is limited to 30 years). The evolution towards a bolder, more original style was also matched in the mid-1980s by increasingly provocative advertising campaigns featuring, e.g., the controversial comic-book character Andy Capp. Eastpak entered the luggage market in 1999 with the first wheeled trolley produced for the consumer market. V.F. Corporation acquired the Eastpak in 2000, where it joined other brands such as JanSport, The North Face, Kipling, Lee, and Wrangler.

International expansion

Eastpak's first export markets were in Asia, with early successes in Japan, Korea, Singapore, and the Philippines.

Eastpak was first introduced to the European market in 1986 by the Frenchman Kostia Belkin. He met with Mark Goldman and Norman Jacobs in Boston, who convinced him to start distributing Eastpak products in Europe. Belkin then expanded distribution throughout France, Switzerland, and other European countries from 1986 to 1995, a trend soon followed by other brands such as Airwalk and DCSHOES. Thirty-five years later, although distributed worldwide, France is the largest market for the Eastpak brand.

In 2021, Eastpak relaunched into the US market through their own e-commerce site.

Products

Eastpak’s product portfolio includes a wide range of shoulder bags, backpacks, duffel bags, travel gear and accessories. Available in a large range of styles, colors, prints, and fabrics.

Travel gear

Eastpak was also the first company to produce wheeled luggage for the consumer market.

Since then, the company has significantly expanded its range of travel gear ranging from uncomplicated, single-volume holdalls to two and even four-wheeled trolleys with single or dual compartments, in a range of sizes from strict carry-on to standard carry-on and larger. Most styles integrate other design features such as adjustable shoulder straps, organizer pouches, laptop and multimedia sleeves, expansion zips and straps, “add-a-bag” loops and security lock rings.

Projects

Designer collaborations

In 2004, Eastpak partnered with Belgian fashion designer Walter Van Beirendonck. Since then, Eastpak has produced collections in collaboration with designers including Kris Van Assche, Christopher Shannon, Raf Simons and many others.

References

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VF Corporation
Design companies established in 1952
Travel gear
American brands
Luggage brands
Luggage manufacturers
1952 establishments in Massachusetts
2000 mergers and acquisitions