In celebration of LeSportsac’s 40th anniversary, the iconic bag retailer has brought back Italian artist Simone Legno, founder of the tokidoki brand, to create a new print and character for a 19-piece collection in stores now.
Legno will be in town to sign autographs during a meet-and-greet session taking place 2 to 6 p.m. Saturday at LeSportsac’s Ala Moana Center store.
Just as at Legno’s previous two Ala Moana appearances, there will no doubt be lines awaiting the artist responsible for creating such memorable and "kawaii" characters as the Cactus Friends SANDy and her pup Bastardino, and the milk-carton-shaped Moofia characters Latte, Leche, Soya and Choco, led by cow-costumed, Tommy-gun-wielding Mozzarella.
Legno’s new character for LeSportsac is Palette, who is dressed in a pretty floral-spotted coat that changes colors with her mood. Palette will be among the multitude of characters that populate the brand’s new tokidopoli and tulipets prints, and will accompany every bag in the form of a qee, or oversize charm. Prices range from $59 to $351.
In 40 years, LeSportsac has evolved to become a company noted for its traveler-friendly, lightweight handbags and duffles, as well as its dynamic, colorful prints and collaborations with designers and artists.
Although collaborations between brands and individual artists are common today, that wasn’t the case as recently as 2002, when the company tapped home designer Jonathan Adler for its first collaboration. He came up with the "LeCute" all-word repeat pattern reading "LeCute LeSportsac LeChic LeFoxy LeFab LeHip LeSexy LeFun" — you get the idea.
"Now everyone is collaborating with somebody, but back then there wasn’t a lot going on," said Edna Hechtman, LeSportsac buyer for Hawaii and Guam. "We may not have been the first, but we were one of the pioneers for doing collaborations of that magnitude."
Over the years, LeSportsac brand collaborators have included J. Mendel (2002), Diane Von Furstenberg (2002), Gwen Stefani (2003, before the musician created her own line, L.A.M.B.), the Fox TV drama "The O.C." (2006), Stella McCartney (2008), Covergirl (2010), Lilly Pulitzer (2010), Disney’s It’s a Small World (2012) and Benefit Cosmetics (2014).
Hechtman joined the company 13 years ago, before the collaboration explosion.
"I knew it was in the stars and knew we could take it as high as we wanted to go," she said.
She was instrumental in pursuing local collaborations with Paper magazine artist Amy Davis, musician Raiatea Helm for the brand’s "Mele" print in 2011, and artist Kat Reeder in 2012.
"I always try to partner with local artists as much as we can," Hechtman said.
Few remember the company didn’t start out as colorfully cool. Back in 1974 the bags were purely utilitarian, generically shaped and drab. It didn’t look like a brand destined to budge much farther than its Greenwich Village boutique that opened in the early 1980s. Back then, LeSportsac’s main selling point was its use of parachute nylon that lightened the load of travelers who cared more about comfort than about looking stylish on the road.
Inspired by the original designs from 1974, the Classic Anniversary Collection features details such as the original zipper pull, tri-colored logo, and natural-colored contrasting trim. Vintage styles such as the Pullman and Camera bags have been updated and reintroduced.
For fall, the evolution continues with photorealistic prints mimicking the look of ostrich leather and new styles that break from the brand’s fun, casual ethos into more sophisticated and ladylike territory.
In spite of the mass nature of retail, LeSportsac’s printed bags tend to be one of a kind because of the print placements. Pickier shoppers have been known to go to each store and examine each bag to determine which placement they like best.
"I love to hear those kinds of stories," Hechtman said. "That’s where customer service comes in. We want people to be able to take their time so they’re absolutely happy with each piece, because they are considered collectible. No two are exactly alike.
"A majority of women who walk into the store are carrying a LeSportsac bag. They get so attached to our bags, for the prints as well as the functionality," Hechtman said. "They’re all fun, they’re all conversation pieces."
