Eastpak relaunches in North America

By

Robin Driver

Published
Sep 24, 2021

After a period of focusing on Europe and the Asia-Pacific region, VF Corp-owned backpack brand Eastpak is turning its attention back to North America, where it is relaunching under brand president Nina Flood.

 
Having initially entered North America via global e-tailers including Asos and Ssense, as well as high-end retail channels, Eastpak can now boast its own dedicated U.S. e-commerce site.
 
The brand’s relaunch on the market also foregrounds the release of its Fall 2021 collection, which includes items such as the Padded Pak’r and the Padded Zippl’r, two of the label’s most iconic silhouettes. Also featured are soft carry and wheeled travel pieces, which, as pointed out by the label itself, are “relatively new product categories for Eastpak since the brand was last distributed in North America.”

Eastpak is also planning to release a number of high-profile collaborations over the course of 2021 and 2022, continuing a string of recent partnerships that have seen the brand team up with the likes of Raf Simons, Vivienne Westwood, Kith and Neighborhood.
 
“Consumers have been clamoring for Eastpak in the North Americas – which led to launching our new website and opening new retail channels,” said Flood in a release. “It's amazing to see the potential for Eastpak as new consumers discover the brand and loyal ones can now get it much more quickly and easily through domestic retail.”
 
Flood, who also heads up VF’s JanSport brand and has previously worked at Kipling and Nautica, took on her current role at Eastpak in April of last year. Under her leadership, the brand, which was founded in Boston, Massachusetts, in 1952, is hoping to expand its presence in key fashion and lifestyle retailers in the U.S. and Canada.