Consumer perception – and what your customers give you permission to do as a brand – is an interesting thing. Last week, Gregory was called out on HighSnobiety, a popular site that follows the trends in street fashion and lifestyle culture news.
For what, those of you in North America ask? Isn’t Gregory a technical pack company?
Yep. But in Japan, Gregory’s customers years ago saw that the quality in Gregory backpacks could parlay into other arenas. And they gave the brand permission to make the leap into products that they use in everyday life – everything from more general-use packs to urban shoulder bags, accessory bags, and a variety of other items that help people keep their lives in order. To some extent, in Asia, there’s a part of the fashion world that’s driven by the outdoors, and it’s that that Gregory’s tapped into.
That’s led to a product line mix that’s totally different than what Gregory’s known for in North America. Sure, Gregory sells Denali Pros and Z55s in Asia – technical packs are still the company’s roots and a big part of its DNA. But a lot of the Asian product line, in a world of overbuilt products with every conceivable bell and whistle, is about elegant simplicity – functional, well-built (but relatively clean and basic) products that people can rely on day-in and day-out. 
