The new "Built to Resist" campaign by Eastpak is an ode to imagination

Eastpak backpacks represent much more than simple accessories: they are symbols of resistance and life companions that accompany us through every phase of our journey, from youth to adulthood. Through daily challenges, moments of leisure, and summer adventures, they become custodians of memories and allies in the fight against the monotony of modern life. The new campaign for 2024, entitled "Built To Resist", aims to convey a powerful message: resistance is not only about the functionality of accessories, but also involves our ability to keep our fantasies, spontaneity, and connection with the inner world of our dreams and fantasies alive. In this context, the community of cosplayers and LARPers represents a contemporary form of resistance, where creating and wearing costumes become affirmations of self and rebellions against conventional standards.

Today, young people are increasingly sensitive to deep issues such as identity, ecology, war, and poverty. The youth of today demonstrate particular vulnerability and sensitivity to issues such as gender, identity, ecology, war, and poverty. In stressful times, we become more fragile, and simply being tough is no longer an aspirational trait. Nerds and enthusiasts of geek culture represent the opposite of this idea and have been pioneers of positive resistance: they resist peer pressure, combat bullying, and always stay true to themselves, defending their authenticity against social pressure and daily monotony. The new campaign "Built To Resist," once again signed by the Mutant agency, invites people to break free from this monotony and embrace their individuality and imagination. Eastpak backpacks thus become not only accessories, but manifestos of resistance and hope, tangible symbols of the power of dreams that continue to live within us.

Since its founding in 1952, Eastpak has continued to evolve, offering innovative collections and collaborating with artists and designers to create products that not only meet practical needs, but also stimulate creative expression and promote positive change. The "Built to Resist" campaign reaffirms the brand's attitude towards research and experimentation, highlighted through numerous collaborations in the fashion world. However, it goes beyond that: the narrative of communities and different ways of being becomes an integral part of the identity of Eastpak accessories, transforming them into tools for self-expression without limitations.