JanSport, which is owned by VF, has announced new product lines that it is hoping would appeal to Gen Z, its primary target market. The backpack firm has already introduced a line of t-shirts, and this summer it plans to introduce caps and beanies to broaden the brand’s appeal beyond hand-held goods.
With the exception of the hat designs, which include the Broken in Dad Cap and Classic Trucker Hat, all of the new goods aim to maintain the JanSport brand identity. These fabrics and colorways include black, hydrangea, deep juniper, and curry.
The beanie designs are produced entirely out of recycled poly, while the hats are made entirely out of Better Cotton Initiative (BCI) cotton cord or twill, according to JanSport.
Similarly, the JanSport Classic Tees are advertised as being made of 100 percent environmentally friendly cotton that was “farmed using practises intended to keep carbon out of the atmosphere and in our soils,” according to the brand. Bold designs and vintage JanSport branding can be seen on the selection of t-shirts.
In a release, Alexandra Reveles, vice president global brand management, said, “While backpacks are at our core, JanSport also has a deep-rooted history in the apparel industry.”
