The JPNY black label released its first bag in early March, 2018.
When JPNY’s new collection dropped a couple weeks ago, I noticed something interesting. There were three backpacks, all with something unique. That wasn’t unusual, as JPNY does that whenever they release new bags.
Two of the backpacks dropped under the Heritage Collection. That’s the majority of the brand’s bags, drawing on the early designs of John Peters, the founder.
But one was different. It had the “Black Label.” While I found no description of the label itself, it reminded me a lot of the red label of Manhattan Portage. That makes sense – Peters was the founder of that before moving on to his own personal company, JPNY.
Perhaps the JPNY black label is his way of restaking his claim to backpack innovation. If the backpack it comes with is any indication, we have a lot to look forward to.
Introducing the 1112, the first JPNY Black Label Backpack
From the front, the 1112 isn’t anything groundbreaking. It has a normal shape and the standard backpack zipper and front pocket. You can see the upgrade in material, however, to the silkier and stronger Dura-Plex.
But from the other side, that’s when things get funky. The backpack sports two different, brightly-colored shoulder straps. The base colors are red, white, green, and black. There are some options to get both straps the same color, but that’s a bit besides the point.
In addition to the colors, each strap has a white “scribble” detail, almost graffiti-like in appearance.
It’s such a simple thing – just the straps, just the detail – but it’s very striking. The effect is very cool, and the “normal” black or grey base is the perfect background.
If I had to guess, I would say the new JPNY black label is marketing to a young, urban crowd. And if the 1112 is anything to go off, I think it will do very well.