Thursday, November 16, 2006

Lesportsac for The O.C.

Before Miuccia Prada catapulted her plain black Nylon bag with the triangular Prada logo as the must-have chic and luxury accessory for the I-don't-care-splurging fashionistas worldwide, the American brand Lesportsac had done it 30 years earlier.

Founded in 1974, Lesportsac was shot to fame by its first introduction of the Classic Collection, consists of fold-in-a-pouch ripstop parachute nylon bags and luggage which revolutionized the accessory industry of America and the world.

Today, the label's nylon bags are sought after by the young and trendy all over the world with Japanese being the number one fan of the brand. As the purveyor of affordable hip-nylon bags, Lesportsac has been collaborating with big names in American fashion design scene such as Jonathan Adler and Diane Von Furstenberg.

After a successful collboration with pop star and the former frontwoman of Ska band No Doubt, Gwen Stefani on her selling-like-hot-cakes LAMB collection and the Japanese-anime inspired Tokidoki colection, Lesportsac embarked on another journey to success by collaborating with Warner Brothers Consumer Products on behalf of the smash-hits youth series, The O.C. Debuted in 2003, the series have won the hearts of millions of young fans from around the world and starred by actors Rachel Bilson, Mischa Barton, Benjamin McKenzie and Adam Brody to name a few with ratings up to 10 million per week in more than 25 countries.

In a press release released by the company, Julianne Applegate, Director of Product Development for LeSportsac, and Elizabeth Kiester, Chief Creative Director says, "This collaboration is as unique and creative as any other partnership we have done in the recent past in that it allows us to explore a new outlet of pop culture and use a hit television show as inspiration."

Steve Jacaruso, President of LeSportsac, adds, "I believe this can be LeSportsac's most successful collaboration to date; the popularity of 'The O.C.,' combined with the exciting new LeSportsac styles and prints, will attract a broad range of men and women, both fans and non-fans of the show."

The O.C for Lesportsac collection was designed by under a collaboration between the Lesportsac Product Development team headed by Julianne Applegate, The O.C costume designer Robin West and its co-executive producer, Stephanie Savage. Savage says, "We're hopeful that this product line will appeal not just to people who watch the show, but to people who like fashion. Fashion is a big part of the show, as it's how you understand their world."

Karen McTier, Executive Vice-President of Domestic Licensing and Worldwide marketing for Warner Bros. Consumer Products adds, "We are really excited to be working with LeSportsac on this new product line inspired by 'The O.C.' 'The O.C' has some very unique graphic elements that LeSportsac incorporated into the designs of the bags. We look forward to teaming up with them on this property and are sure that this is the beginning of a great partnership."

My pick from this marvellous yet captivating The O.C. for Lesportsac collection are the Comix duffel bag and the Kid Chino weekender for their colorful graphic which represents the west coast Americana spirit.

The O.C. for Lesportsac collection is available at all Lesportsac stores and department stores in United States and worldwide as well as the internet since mid-August.

*Photos courtesy of Lesportsac

Lesprtsac - Isetan KLCC, Isetan Lot 10, Metrojaya Mid Valley, Kuala Lumpur.

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