Eastpak’s 2025 brand campaign puts customization front and centre, a celebration of individuality, identity, and creative self-expression.
For over 70 years, Eastpak has built bags that do more than carry belongings, they carry a story. Designed to keep up with everyday life, they’ve long been a blank canvas for their wearers to make their own. Today, Eastpak embraces that legacy more than ever.
In 2025, Eastpak launches Your Canvas, Built To Resist, a new brand campaign that shines a light on the art of customization. Inspired by the way generations of communities and subcultures have transformed their Eastpak bags into personal statements, the campaign flips the focus: from product to personality.
Creative expression becomes the vehicle for individuality, with product positioned as both canvas and catalyst, a tool that enables every wearer’s physical and personal journey. This rich history of customization is what authenticates Eastpak’s role in the space of self- expression, recontextualized for a new, expressive generation.
Forget pristine. Forget untouched. This is about embracing the marks you make along the way. Whether it’s a sketch drawn on a strap or a keyring clipped to a zipper, these customizations are marks of identity. They reflect real lives, real journeys. Eastpak isn’t just built to last, it’s built to be yours.
Your Canvas, Built To Resist isn’t just a tagline. It’s a mindset. A call to customize. To create. To resist conformity. And to wear it, proudly.
