2024.10.17
Brightening the World with Light & Colorful Bags – The Timeless Charm of LeSportsac
LeSportsac is a lifestyle brand that was born in New York.
The brand's bags are not only lightweight and durable but also exceptionally functional. Additionally, many feature vibrant colors and glamorous designs, which enhance their fashionable appeal. Even after 50 years since its inception, the brand continues to be beloved worldwide, likely due to its unwavering commitment to quality.
How did LeSportsac come into existence and grow? We spoke with Kaori Kumashiro from LeSportsac Japan about the brand's journey and popular items.
PROFILE
Kaori Kumashiro
LeSportsac Japan Co., Ltd.
Marketing Department Manager, Sales Headquarters
Attention on Lightweight & High Functionality
LeSportsac was founded half a century ago in 1974 by Melvin Schifter and his wife, Sandra.The inspiration for the Schifters to start making bags came during a beach outing while watching sailing, prompting the thought, “Could we make bags from the durable fabric used in sails?”
“America is a vast country, so people's range of movement is extensive. However, at that time, heavy leather bags were the norm for travel, making it difficult to move around.
"Consequently, the Schifters wanted to create ‘lighter bags for easier travel’. This sparked the brand's inception.”
The brand was named "LeSportsac," combining the French words “Le (the definite article)” and “sac (bag)” with the English word “sport.”
"Inspired by the nylon fabric used for yacht sails, the Schifter couple began making bags from nylon. The ripstop fabric used by LeSportsac features threads woven into a grid pattern, making it resistant to tearing and highly durable.
"Additionally, it can be washed and is soft enough to be foldable.”
The surprisingly lightweight and highly functional bags from LeSportsac have captivated people around the world as innovative items.
The brand launched in Japan in 1987, starting its retail journey in department stores and major chain stores. Combined with the popularity of American casual fashion at the time, a significant boom occurred in Japan.
Due to its initial rarity, it became popular among returnees and university students, establishing itself as a coveted American brand.
In 1991, a directly operated store opened in Harajuku. This store was highly anticipated among Japanese fans, where a small 15-tatami mat space attracted crowds from across the country, resulting in a bustling atmosphere.
Updating Items with the Times
The iconic style of LeSportsac is undoubtedly the “WEEKENDER.” This Boston bag, which has been on the market since the brand's inception, has long supported the brand.“The WEEKENDER has always been one of our best-selling items. While its popularity has remained steady over time, we continuously perform subtle updates.
"For instance, initially, it could only be carried by hand, but now it can be slung over the shoulder. Other improvements include the lining and features for carry-on use.
"Previously, many customers used it specifically for travel, but now fathers use it for business trips, mothers for the gym, and children for school trips, making it a family-shared item.
"Also, beyond being a parents' bag, it has diversified in usage scenarios, including outdoor activities.
"With a broad size range of medium, large, and extra-large, it is easy for customers to choose the right one for their needs, which is likely why it remains popular.”
LeSportsac's slogan is "LIGHTEN YOUR WORLD." It embodies the desire to brighten the world with lightweight, colorful bags.
"Even as times change, our mission at LeSportsac is to ensure our customers travel comfortably with bags that are both lightweight and highly functional. This is something we always keep in mind.
"We are truly grateful that the brand has lasted for 50 years. One of the reasons for this continuous support is that we keep updating the lightness, functionality, and fashionability to match the evolving lifestyles of the time."
The design of the bags is managed by the design team at LeSportsac's headquarters in New York, but there are times when the Japanese team requests specific colors, patterns, and sizes that cater to the Japanese market.
"Sometimes we engage in detailed discussions to ensure that items fit the Japanese market, such as 'to fit A4-sized files and documents, along with a laptop' and 'we want a pocket size that accommodates smartphones vertically.'
"Items created this way might be offered exclusively in Japan or launched globally."
The Core of the Brand Extends Beyond the Standard Items
In 2016, a new line that embodies the essence of LeSportsac was launched. It is the "ESSENTIAL" collection, which further pursues lightness and functionality.This collection utilizes a different material called "micro-ripstop nylon," which is also used in clothing such as down jackets.
"The hallmark of micro-ripstop is its incredible lightness. The Essential collection achieves about half the weight of traditional products. Additionally, to make the bags as light as possible, we have pursued weight reduction in non-fabric parts by switching fittings from metal to aluminum.
"The micro-gloss finish gives it a subtle shine that isn't too casual, and the soft webbing handles provide a comfortable feel."
Essential has gained support from many fans and has become one of the collections that supports the brand.
On the other hand, items with designs that completely revamp the previous image of Lesportsac have also been rising in popularity. This is the "LeSportsac Atelier" launched in 2022.
Atelier features bags with bamboo handles, among other unique designs, including quilts that utilize puffiness. These designs stand out, differing from previous collections.
"LeSportsac Atelier is a capsule collection co-planned and developed by the creative team from New York headquarters and the Japanese team. It started upon a request from the Japanese team to the New York headquarters, expressing a desire to try new challenges using materials previously unutilized.
"We have not only changed the materials we use but also the creativity and sales approaches to present them in a fresh way. This collaboration between the New York team and the Japanese team from scratch was the first in brand history, allowing us to connect with new customers through these initiatives."
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