JACOB EXPANDS THE BRAND’S IMAGE BEYOND ‘SCHOOL BAGS’ BY INVITING SARAN YEN PANYA TO RECONSTRUCT, FLIP, AND REASSEMBLE THE ORIGINAL SCHOOL BAGS, RESULTING IN NEW BAG DESIGNS AND AN EXHIBITION IN A STORE ON BAMRUNG MUEANG ROAD
TEXT: PRATCHAYAPOL LERTWICHA
PHOTO COURTESY OF SARAN YEN PANYA EXCEPT AS NOTED
(For Thai, press here)
While JACOB’s leather brand boasts a diverse array of products, it’s undeniable that the authentic black-shiny student bag stands as an enduring emblem deeply intertwined with the brand’s identity. Serving as the quintessential classic accessory for Thai schoolchildren, this iconic bag has been a staple since the days of their parents’ schooling. Beyond mere utility, it has always been a symbol of style and individuality, especially crucial during the formative years of adolescence, where adherence to strict dress codes reigns supreme. For Thai students, the JACOB bag offers a rare opportunity for self-expression amidst conformity.
Despite its Western moniker, JACOB is a storied Thai brand with roots predating World War II, drawing inspiration from Saint Jacob and the upbringing of its founder, Suthin Thepchatri, who himself attended Assumption College, a bastion of Thailand’s Catholic education. From its humble origins peddling cotton pants and neckties, JACOB has evolved into a purveyor of fine leather goods. While its branding may exude a Western flair, the enduring appeal of its student bag remains deeply ingrained in the collective memory of Thai people. Enter ‘Yesterday’s Tomorrow,’ an exhibition and new collection of JACOB bags that seeks to propel the brand into new territories, extending its influence to new users beyond the school environment.
Along the bustling thoroughfare of Bamrung Mueang, lined with numerous heritage storefronts selling products used in Buddhist ceremonies, JACOB’s shop stands out from the rest, its façade entirely obscured by vibrant posters featuring male and female figures concealing themselves behind JACOB bags. These posters, plastered in repetition, completely cloak the front of the shop, making it stand out from the neighboring buildings even from a distance. Stepping inside reveals an interior reminiscent of Thai stores from the 1980s. The decoration exudes an unmistakable sense of nostalgia, with its grand, golden logo and walls adorned with classic motifs of wainscoting, embellished with laminated wood paneling. Meanwhile, the floor is bedecked in super bright, yellow carpeting, while the walls feature images of models striking poses alongside JACOB bags. Displayed on shelves are the latest, colorful collections of bags, set against the backdrop of wallpaper with a floral pattern. This is JACOB’s latest transformation. It gives off a vibe that perfectly captures the elegance of adulthood and the vivacity of mischievous youth.
Photo: Pratchayapol Lertwicha
These images might not have materialized if not for Saran Yen Panya’s outspokenness, as he urged JACOB to elevate the project beyond mere bag design. Saran is a highly talented Thai designer who possesses a profound understanding of reshaping the mundane aspects of Thai daily life into something extraordinary. When JACOB invited Saran to collaborate on crafting a new collection of bags, he saw beyond the mere need for new bag designs. To him, JACOB’s aspiration transcends the realm of bags alone; it’s about communication—a statement that JACOB encompasses far more than just school bags. Even beyond the school gates, one can integrate JACOB bags seamlessly into their daily lives.
The initial outcome is precisely what the brand had envisioned from the outset: a new collection of fresh-looking bags. Saran stripped away the traditional identity of JACOB’s student bags and reassembled their components to create 11 new bag designs, each with a diverse range of shapes and functions suitable for everyday use. These include wallets, tote bags, messenger bags, and handbags, with the number 11 referencing the number of Saint Jacob’s children. While the functions and shapes differ significantly from those of student bags, the quintessences remain present through details such as the presence of angled seams or distinctive lock straps. As the collection’s name, Yesterday’s Tomorrow, suggests, it represents a future crafted from past memories.
Collaborating with JACOB provided Saran the opportunity to visit the brand’s factory and witness its production processes firsthand. Inside the factory, Saran discovered a surplus of leather stock from previous usage. The leftover material sparked the idea of allowing customers to customize the leather type and color of their bags, ensuring that the leather stock wasn’t wasted. While this customization option added complexity to the production process—requiring the craftsmen to individually tailor each bag instead of mass-producing identical ones—it proved to be worthwhile. It expanded the design possibilities, making the bags more accessible to a wider range of users. Customers could now acquire bags tailored to their desires, versatile for various occasions, thereby breaking free from the brand’s association solely with school-age clientele.
The idea for the exhibition and store renovation followed. Beyond merely revamping the store to showcase the full range of 11 bag designs, the space underwent meticulous transformation into a miniature exhibition, adorned with elaborate decorations—a true signature touch of Saran Yen Panya. Seeing popular past products and various detailed components being displayed side by side, it felt like we were looking at JACOB’s DNA before they evolved into the new line of designed bags on the shelves.
Saran emphasized that in refurbishing the store, he focused on using temporary materials that could be easily replaced or removed after the project’s completion. However, he also mentioned that JACOB intended to preserve some of the decorative elements he had incorporated and make adjustments only to certain parts in the future for upcoming collections. From the image of the student bag brand to a brand that caters to diverse lifestyle needs, the intriguing ‘Yesterday’s Tomorrow’ collection makes one eagerly wonder and anticipate what JACOB will bring to the brand’s future chapters.
Photo: Pratchayapol Lertwicha
The ‘Yesterday’s Tomorrow’ exhibition will be held until April 30, 2024 at SRIBHAN JACOB.