Bag and accessories manufacturer Jost entirely revised the direction for their upcoming spring 2016 collection. Responsible for this relaunch is Marco Lachner, who joined the company as creative director on 1 January, 2016.
Lachner previously worked as brand manager at Birkenstock and has held positions at Kangaroos and Levi’s. For Jost he has big plans for the year 2016.
Focusing on its range, the brand is supposed to become more modern, clean and simple. Center of the collection is the X-Change 3in1 bag, which doubles as a backpack. The new relaunch concept also features online-presences on Facebook and Instagram and also collaborations with other designers and bloggers.
Agency Brandpool Offenbach is meanwhile jointly responsible for the repositioning on the German-speaking markets. Brandpool also represents brands such as Nudie Jeans and North Sails. A new label is also on the agenda, launched by Marco Lachner in cooperation with the Leonard Heyden GmbH. The label is supposed to be streetwear-oriented and will feature backpacks, bags and accessories.
Jost will present the changes for the first time on the upcoming tradeshow Seek in Berlin.