LeSportsac reveals its new look
LeSportsac stores are getting a new look, and its Waikiki Shopping Plaza store was only the second in the nation—the first was Soho, NYC—to roll out the streamlined, sportier aesthetic.
Honolulu media was invited to take a look Jan. 29 during a reception that welcomed LeSportsac VP, Global Creative Director D'Arcy Jensen and Senior Director, Global Marketing Berly Isaak, who were heading back to New York later that evening in advance of the introduction of a LeSportsac pop-up shop at Lord & Taylor.
The event also introduced the brand's latest handbags, totes, backpacks, crossbodys and traveler's duffels made from its new packable, tissue-weight Nylon, the same fabric being used in contemporary apparel by such luxury brands as Moncler.
"We're going back to our roots and the things important to the brand and our customers," Jensen said.
The brand launched 42 years ago with traveler-friendly, lightweight handbags and duffels, and the stores' redesign is in keeping with a global athleisure trend aimed toward smart, stylish leisure living.
I'm all for the new featherweight gear coz I'm a lightweight when it comes to heavy lifting, and there's nothing worse than struggling with heavy bags while traveling. It's bad enough that I'm short and often travel solo, meaning that I often depend on the kindness of strangers to help me with loading my carryon into airline overhead compartments.
Other innovations in designs include making the switch from plastic hardware to coated aluminum used on iPhones for a sleeker industrial look. They've added more webbing to support the lighter weight material, and more color has been added inside the bag via printed pockets.
"We're being more innovative because everyone's knocking us off," said director of sales Cindy Eastman.
Response has been positive, and the stores' new look will be making its way across the country, and there were hints of wearable fashion to come.
Nadine Kam is Style Editor and staff restaurant critic at the Honolulu Star-Advertiser; her coverage is in print on Wednesdays and Thursdays. Contact her via email at firstname.lastname@example.org and follow her on Twitter, Instagram and Rebel Mouse.