AmazonBasics Classic Backpack - Black

by AmazonBasics

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Our Review/Thoughts

While this pack from AmazonBasics isn't as ostentatiously large as some of the couture pieces that are traditionally indicated by the oversize label, a hint of the concept still remains - we can see this intention from AB in the staging of the campaign photography, which uses shorter models shot from an overhead angle to emphasize the backpack's size

We've seen other brands (Carthartt, Adidas) transform themselves through playful reflection on their core ideals, and AB has the same opportunity, should they wish to capitalize on it - with the growing use of utility and even construction colors in streetwear it's easy to imagine AB creating a strong offering based on tongue-in-cheek references to it's discount quality ethos and tech roots in parent company Amazon

The backpack's size isn't just a aesthetic choice, it's a solution to a design problem - how to create a sturdy, reliable commuter/student backpack with as many litres of carrying capacity as possible

At the end of the day, AmazonBasics will always be a utility brand, and it has weigh any design choice against the damage it might do to that reputation

The Classic manages to balance it's performance under this engineering problem with clean lines and references to classic Eastpak and Jansport bags

But there's more going on here - a strong undercurrent of utilitarianism

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