VF Corporation’s JanSport brand is working with L2 Brands, a manufacturer of collegiate and destination apparel, to expand its presence on college campuses nationwide this fall.
The “strategic partnership” will introduce a fresh lineup of collegiate-branded JanSport backpacks, launching in university bookstores in July 2025, with an apparel collection to follow.
The first phase of the partnership will feature JanSport’s iconic backpack styles, including the Big Student, SuperBreak Plus, Right Pack, and Draw Sack, customized with official university branding.
“JanSport has been a trusted part of the college experience for generations, and this partnership with L2 Brands allows us to deepen that connection,” said Alexandra Reveles, VP of Global Brand at JanSport. “By expanding our presence in university bookstores, we’re reinforcing our commitment to being ‘Always With You’—a true ally for students as they navigate their college journey and beyond.”
L2 Brands, which has a long-standing reputation for trend-forward collegiate apparel and accessories, was described by the brand as “the ideal partner for JanSport in this venture.”
“We are thrilled to collaborate with JanSport, a brand that resonates so strongly with students and alumni alike,” said Pete Waldron, chief revenue officer at L2 Brands. “Together, we’re bringing an exciting, high-quality collection of collegiate gear to campuses nationwide, giving students even more ways to represent their schools with pride.”
Following the backpack launch in July 2025, the second phase of the strategic partnership will introduce a co-branded collegiate apparel collection, with details to be announced later.
VF Corp. eliminated 380 jobs when it closed its apparel decoration operations in Appleton, WI, in 2017. The layoffs were related to its JanSport Collegiate Licensed Apparel business, which was winding down in the fall of 2017. The apparel decoration operations supported the Licensed Sports Group (LSG) business and other VF brands at the time. At that time, VF reportedly reached an agreement to sell the LSG business, which included Majestic Athletic, to Fanatics.
Searching for Jansport Collegiate Apparel today will result in some websites related to VF Europe still selling college merchandise.
Collegiate Apparel was added to the permanent product selection at JanSport in 1982.
Image courtesy Jansport/VF Corporation
