JANSPORT: A Backpack Pioneer—The Go-To School Bag in America and an 'Amekaji' Staple in Japan

Launched in Seattle, Washington, in 1967, the bag brand JANSPORT is a household name. In the US, it's the go-to school bag for students, and in Japan, it's a beloved staple of the 'Amekaji' (American casual) fashion scene.

While JANSPORT might feel like it's always been around, the brand actually boasts a rich history spanning over 50 years. We sat down with Ikumi Shiobara, General Manager at Uniglobe G.K., to dive into the brand's origins and its most iconic products.

"The story of JANSPORT begins with three young individuals: Murray Pletz, an industrial design student; his cousin, Skip Yowell; and Murray's girlfriend, Jan Lewis."

"Back in 1967, America was at the dawn of the hippie movement. The founders chose not to get conventional jobs, instead spending their time enjoying their passions like mountaineering and travel."

"Then one day, a breakthrough: Murray designed an innovative adjustable aluminum frame for mountaineering backpacks, a first of its kind that could be tailored to the wearer's height."

"While large backpacks of that era typically had aluminum frames, none were adjustable. Murray's invention was truly revolutionary."

"The frame even won a design award from Alcoa. To build a pack to go with his new frame, Murray asked his girlfriend Jan, a skilled seamstress, to create one."

"Legend has it that Murray proposed to her with a promise: 'If this business takes off, I’ll name the brand after you.' And that’s how the name JANSPORT was born."

The 'Campus Bag' Concept: An Idea Born from Skip, the Idea Man

As JANSPORT took off, developing gear for the outdoors, leisure, and sports, co-founder and salesman Skip Yowell noticed a curious trend. His observation would lead to a pivotal moment that forever changed the brand's trajectory.

"Until the early 1980s, students typically commuted to school lugging their textbooks by hand. In rainy Seattle, this often meant soggy books. Students soon discovered a solution: using JANSPORT's small, zippered trail-hiking backpacks to keep their books dry."

"Spotting this opportunity, Skip began pitching the backpacks to universities, starting with the University of Washington, making them available for purchase in campus bookstores. This, they say, is how the very concept of the 'campus bag' was born."

The Birth of the SUPERBREAK: The Foundation of the Modern Daypack

In 1984, JANSPORT launched the SUPERBREAK. As a campus bag, it was the quintessential daypack, a true original.

Today, the SUPERBREAK is an absolute classic, but back then, it was a game-changer for campus life. It became a massive hit, selling over 10,000 units nationwide in 1985, the year after its debut.

Let's take a closer look at what makes the SUPERBREAK so special.

"Its simple design and 26-liter capacity have remained largely unchanged for over 40 years. At the same time, it has received subtle updates to meet modern needs, like the addition of a side water bottle pocket and an internal laptop sleeve."

"The model incorporating these upgrades is the SUPERBREAK PLUS, which has become one of our current staples."

The RIGHT PACK: An Evolution of the SUPERBREAK

In 1990, building on the success of the iconic SUPERBREAK, JANSPORT released what many consider its evolution: the RIGHT PACK.

Let's dive into the details of this model.

"The RIGHT PACK was launched as an upgrade to the SUPERBREAK. Back in the day, American textbooks were incredibly heavy and bulky, which meant backpack bottoms wore out quickly. The solution was to reinforce the base with a leather panel, and from that idea, the RIGHT PACK was born."

"At 28 liters, it’s a bit roomier than the SUPERBREAK and comes with two front pockets. It’s also equipped with storm flaps to keep rain out, an internal organizer for small items, and a key clip. The deep gusset ensures there's plenty of space for things like paperback books."

"Today, it’s constructed with CORDURA® polyester fabric. Alongside the SUPERBREAK, the RIGHT PACK is another of JANSPORT's most iconic and enduring models."

The 'BIG STUDENT': The Campus Bag of Choice for Today's Students

While we've looked at two of the most classic items, it seems today's students need bags with even larger capacities for their school commute. The model that has gained popularity for meeting these needs is the 'BIG STUDENT.'

'This beloved model, a favorite since its 1990s debut, features a very generous gusset and a massive 34-liter capacity. This is precisely why today's students gravitate toward the 'BIG STUDENT.'

With two main compartments and a wealth of pockets, it’s arguably the new standard for school backpacks.

It can get heavy when packed full, but even then, it’s designed for comfort. The backpack features an ergonomic back panel and shoulder straps to make carrying it a breeze.

This design, which alleviates strain on the shoulders, is what we call our "S-Curve"—a JanSport original.'

A Deep Dive into the Laptop Compartment Design

So far, we've focused on the brand's roots and classic items. Next, we'll get the inside scoop on a more recent innovation: the meticulous design of the dedicated laptop compartments and PC sleeves.

'Today, almost every JanSport backpack model comes equipped with a laptop compartment or PC sleeve.

This feature was gradually added as classic models from the 1960s-1980s were updated over the years. Now, it's considered an indispensable part of any modern backpack.

The back padding does double duty: it makes the backpack more comfortable to wear while also protecting your laptop. The sleeve itself is padded, too, so you can safely slide your computer in without needing a separate case.

What's more, the sleeve is designed with a false bottom, so the laptop is suspended above the base of the bag. This provides extra protection against impact if the bag is dropped.'

Launched in the USA in 1967, JanSport has since blossomed into a global brand. Despite its growth, the core product development remains in the hands of its American design team.

The brand appeals to a wide range of ages. In Japan, it's particularly notable for its popularity not just with students but also with adults who have an affinity for American culture.

For over half a century, JanSport has captured the hearts of generations, solidifying its position as a true global standard in backpacks.