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Aritzia has dug into its archives for its 40th anniversary, releasing an updated take on an iconic bag.
The Vancouver-headquartered company launched a metallic version of its early aughts bowling bag style. Called the Throwback Bag, the capacious zip-around shoulder bag features the original ‘Tna’ logo and branding emblazoned on the side. It retails for $128.
“The original bowling bag was a beloved Aritzia style from the early 2000s and quickly became a hallmark accessory of the Y2K era in Canada,” says Heather McLean, executive vice-president, product, for the company. “It holds a special place in the hearts of our Aritzia community, and we know the style turned many into lifelong fans of the brand.”
The ads for the archival relaunch see the throwback bag stuffed full of some quintessential aughts items such as a flip phone, Lip Smackers lip balm and an iPod. It’s as if a 2000s’ time capsule were unpacked today.
Founded in 1984 by Brian Hill, the first stand-alone Aritzia location was at the Oakridge Centre. The company expanded its footprint across Canada with its first store in Toronto in 1999 before heading south of the border with its first U.S. location in Santa Clara, Calif., in 2007.
Today, the company has more than 100 stores across North America.
Featuring a tag line of ‘Everyday Luxury,’ Aritzia quickly found fans for its portfolio of in-house-designed brands, including Wilfred and Babaton.
“Every Aritzia brand is fully designed by our in-house teams who oversee every detail from start to finish,” explains McLean. “We do it all — from hand-picking the most beautiful fabrics from luxury mills to hand-painting prints and obsessing over the details like the placement of every button and pocket.”
While McLean says the company’s commitment to the original motto remains the same, she notes they’ve looked to evolve and elevate its offerings over the years.
“As an example, our boutiques are much larger and more experiential, with expansive atelier areas, A-OK cafes serving artisanal beverages in select locations, and more,” says McLean.
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The impressive loyalty among its customers, many of whom have grown up alongside the Vancouver-headquartered business, also likely doesn’t hurt its growth.
On the Reddit thread r/Aritzia, which boasts more than 75,000 members, shoppers discuss everything from item fit advice to proud recent purchase hauls. The company’s yearly Warehouse Sale in Vancouver, which typically happens at the end of summer and takes place over several days, commands hours-long lineups of shoppers looking to score a deal on Aritzia clothing and accessories.
That connection with shoppers, McLean notes, is an important aspect of the company’s story.
“We’re deeply grateful to our community, especially those in Canada who have been with us since the beginning,” says McLean.
With the throwback bag already out in stores and online, the company has additional special plans to celebrate its 40th year, including an expanded product assortment and the growth of its boutique presence across North America.
While McLean noted she couldn’t share more information just yet, we would guess other archival releases could be in the works.
Perhaps a re-release of the low-rise Tna flared leggings with the matching slim-fit zip-up jacket? Or maybe an updated version of the Kenya leather jacket, a partnership product with fellow Canadian brand Mackage? New blanket scarves? Or maybe a fresh take on the Britannia Parka?
Aritzia shoppers will just have to wait and see.
“There is so much ahead,” says McLean.
Do you have throwback photos of your favourite mid-2000s outfits and accessories? Share them with us at [email protected].