Fantasy and function collide in Eastpak’s “Built To Resist” campaign 

Fantasy and function collide in Eastpak’s “Built To Resist” campaign 

by Ollie Cox
Sponsored by Eastpak 2 min

Eastpak has introduced its latest brand campaign, and it’s anything but ordinary. The label looks to the everyday escapism of cosplay, inviting us to break free from the mundane and embrace the version of “you” that you want to be. Sounds pretty good, right? 

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Playful shots see campaign protagonists starring in the lead role in their own universe, with models dressed as superheroes, aliens, and astronauts, with their Eastpak companion on hand to carry the important stuff. Throughout the campaign, we see canvas messenger bags, classic backpacks, rolltop styles, and even luggage ready to help wearers navigate their world. 

Eastpak’s latest “Built to Resist” campaign continues the bold spirit of last year’s Mars-focused visuals, which saw protagonists shoot hoops on the Red Planet. Both campaigns spotlight Eastpak’s functionality whilst inviting us to engage with the extraordinary lives of its subjects, and we’re here for it. 

The spirit of expression has been rooted in the Eastpak brand from the start, with the label evolving its products through innovative collections and collaborations since 1952, allowing for endless opportunities for creative self-expression while empowering positive movement.

Alongside playful designs, Eastpak’s products are rooted in hard-wearing durability. The brand first made a name for itself through military-issue backpacks and duffels for the US Army. It was founded in Boston, Massachusetts, and was one of the first bag manufacturers to craft its products from brightly coloured canvas, which was as popular then as it is now.

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Its pioneering approach was seen again when it became one of the first brands to implement wheels to soft bag designs, furthering its imagination-meets-innovation approach. Now, Eastpak has developed into a leading lifestyle label favoured by city dwellers, emphasising fun-focused products built to last. 

Go on, disrupt the monotony of your daily routine and dip into your imagination with Eastpak—you know you want to.

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