Fashion enthusiasts and outdoor lovers over the age of 40 may be familiar with the long-established American backpack brand "MADDEN," which has recently seen a surge in popularity in Japan.
Today, we speak to MADDEN's sales representative, Tomohiro Matsuzawa, about the brand's history and products.
Pack Design Rooted in Colorado
"MADDEN was founded in 1974 in the state of Colorado, USA. The founder's name is 'Dan Madden.' He was well-versed in outdoor activities and worked as an instructor at Outward Bound School. One day, after seeing students struggling with heavy loads, he decided to create durable backpacks for them. That marked the start of MADDEN."The first backpack model created was called 'DAN'S PACK,' which remains a staple product of the company to this day. DAN'S PACK was actually used by Dan himself, and the original piece still exists."
Let's delve into how the brand gained recognition in America, expanding its range to include everyday and professional hiking bags in the 1980s.
"In the 1980s, MADDEN launched a vast array of items. Among these, the 'Pannier Bag,' designed to be mounted on bicycles, was particularly famous in the USA. While it is not currently available, there are plans to re-release updated versions of these classic items in Japan."
Awarded by America's Leading Outdoor Magazine "BACKPACKER MAGAZINE"
"Another notable item is the 'Child Carrier,' a backpack designed to carry babies. While this type of product is not widely recognized in Japan, various outdoor brands in the USA have released their versions."What made MADDEN's Child Carrier stand out was the original 'stirrups' for the child's feet. This unique feature earned the Child Carrier the 'Editor's Choice' award from America's leading outdoor magazine 'BACKPACKER MAGAZINE' in 1985.
"This item became a must-have for spending time in nature with children. However, it is not available in Japan."
From America to Europe, and Then to Japan
In the 1980s, MADDEN became popular in America and subsequently expanded to Europe and Japan. Let's explore the journey from the 1990s to the present."In the 1990s, MADDEN began to sell its products in Europe and Japan, and in 2001 was acquired by the French company 'Lafuma.' At that time, the founder of MADDEN, Dan, switched to the 'GORE-TEX' company, where he worked for the next 30 years.
"Currently, he works as a freelance pack designer. Additionally, there is another person named 'Mike Valvano,' a former MADDEN worker who bought the company back from Lafuma in 2012 and resumed sales in Japan in 2020.
"In essence, MADDEN was born in America, moved to France, returned to America, and is now supervised in Japan."
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