Jansport, Dickies, and other global brands that were once trendy among Generation X are now making a resurgence as trendy brands among those in their 10s and 20s, known as the '잘파세대'. The retail industry believes that the customized distribution and branding strategies of Musinsa Trading have contributed to this second peak.
According to the retail industry on the 23rd, Jansport's domestic sales last year increased by 64% compared to the same period the previous year. Jansport, which was founded in the United States in 1967, gained popularity with its classic designs and lightweight, practical backpacks. It led the trend of 'American-made bags' in the 1990s alongside Kipling and Eastpak.
Sales have surged steeply since Musinsa Trading acquired the domestic online and offline distribution rights for Jansport and began to strengthen branding efforts. Notably, the lineup of mini backpacks reflecting the mini bag trend preferred by the younger generation has garnered attention.
Offline stores have also opened. Musinsa Trading has launched Jansport offline stores in key commercial districts in the metropolitan area, including Seoul and Gyeonggi. Last year, after opening stores in Starfield Suwon and Hanam, this year they opened new locations consecutively in Seoul's Jamsil Lotte World Mall and Starfield Goyang.
Dickies has also been experiencing rapid growth since partnering with Musinsa Trading. In 2024, when Musinsa Trading began distributing Dickies, brand sales increased by 170% compared to the previous year. The expansion of sales is mainly attributed to enhancing the lineup tailored to domestic trends, including not only the flagship '874 Pants' but also 'Double Knee Pants', 'Work Shorts', and 'Twil Jackets.'
Musinsa Trading plans to solidify its position in the domestic fashion distribution sector based on the success stories of these two brands. It has been collaborating with global high-end brands. Last year, it made headlines by unveiling the first domestic offline stores for the Berlin brand 032c and New York street fashion brand Noah as their domestic business partner. This year, it has also partnered with the Japanese street brand BAPE and sportswear brand Y-3.
A representative from the fashion industry noted that "Musinsa Trading excels at reinterpreting classic brands that once enjoyed their heyday and combining trendy elements favored by the younger generation for rebranding."