A ’90s Trend Makes a Shocking Comeback—This Retro Bag Is Now a Gen Z Must-Have

It’s not an ad—it’s a fashion phenomenon. A ’90s classic is back in style, taking the MZ generation by storm.

The Jansport backpack, once the go-to school bag for students across Korea, is now enjoying a massive resurgence. With the rising "newtro" (new + retro) trend, big-size backpacks—especially Jansport—are making waves in the Korean fashion market. The buzz only intensified when celebrities like Han So-hee and Stray Kids' I.N were spotted using the bag in their daily lives, turning it into a sought-after "Son Min-soo item" (a term for buying and copying a celebrity’s style).

According to a recent analysis by Musinsa, Korea’s leading fashion e-commerce platform, 20 out of the top 30 best-selling bags in January were backpacks. That’s nearly double the number from December, with backpack category sales also increasing by 50% month-over-month.

Among them, Jansport’s ‘SuperBreak’ backpack ranked #2, proving its lasting popularity. Originally a symbol of ’90s and early 2000s students, its classic design now appeals to the MZ generation, who are embracing nostalgic trends with a modern twist. Interestingly, Jansport even took the #1 spot in the women’s bag category, showing its broad appeal across all age groups. Other models like the ‘Half Pint Mini Backpack’ and ‘Big Student’ also made the top 30, further solidifying Jansport’s comeback.

Jansport: A Timeless Icon, Not Just a Passing Trend

Founded in 1967 in the U.S., Jansport gained a reputation for its practical design and durability, initially popular among college students and hikers. In the ’90s, it became a must-have for Korean students, with the "turtle shell" wearing style—straps pulled tight against the back—becoming a signature look of the era.

Though its popularity faded for a time, Jansport is now back in the spotlight, thanks to the newtro movement. The brand is aggressively expanding in Korea, opening its first offline store at Starfield Suwon in 2023, followed by a second location at Starfield Hanam in October. These efforts are paying off—Jansport’s Korea sales surged 64% year-over-year in 2023.

Retro Is the Future—Fashion’s Cycle Repeats

The revival of once-dominant brands isn’t unique to Jansport—it’s a pattern seen across the fashion industry. With the right mix of practicality, nostalgia, and trend-conscious collaborations, heritage brands can successfully re-enter the mainstream.

Jansport is riding this wave with fresh collaborations, teaming up with streetwear labels like Mark Gonzales and Yale for stylish, limited-edition designs. The brand has even partnered with Korean universities to release exclusive campus-themed backpacks, perfectly timed for the back-to-school season.

With its classic appeal, practicality, and influencer-fueled hype, it looks like Jansport isn’t just making a comeback—it’s here to stay. 🎒✨

🔍 What Is a "Son Min-soo Item"?

The term "Son Min-soo" comes from the webtoon Cheese in the Trap, where a character named Son Min-soo obsessively copies everything the protagonist does.

Today, the term refers to buying and wearing the exact same item as a celebrity, influencer, or public figure. For example, if a popular idol is seen wearing a specific pair of sneakers and fans rush to buy them, it becomes a "Son Min-soo item."

This trend isn’t limited to K-pop stars—YouTubers, TikTokers, and Instagram influencers now play a huge role in driving these copycat consumer trends.