Utility: the birth of an icon
Today I’m going to tell you about Utility, the backpack that made Mandarina Duck famous.
Back in 1977, after a trade fair in Japan, Paolo and Pietro were even surer that they didn’t want to conform to the fixed ideas regarding fashion accessories at the time. When he talks about those days, Paolo always says ”It was a very depressing market, especially due to the dull colors that everyone was using”.
In their DNA, Paolo and Pietro had innovation, color and passion for life, but they were unable to express themselves.
So they opted for polyurethane - a cutting-edge material with an almost velvety texture - and chose bright colors like yellow, blue, red, etc.
They also picked an unusual shape - very different from other bags on the market in those years - the backpack, which was used primarily by hikers.
At that time, many people were skeptical about Utility and predicted that it would be a failure. They soon had to change their minds and accept that it was a major revolution in the fashion accessories market.
The friendship between Mandarina Duck and Giorgione was as alive as ever and just as stimulating. Giorgio was enthusiastic about making new inroads and became Mandarina’s marketing consultant, sharing all the ups and downs with Paolo and Pietro.
Together they decided to silkscreen the Mandarina Duck logo all over the backpack, using it as a decorative element. They also invented a metal label, which became the product’s dog tag, identifying its name and characteristics.
Insider news: Do you remember the metal chain that attached the dog tag to the bag? Its invention is definitely one of the most unusual Mandarina episodes. Mr. Trento had the eureka moment while at the toilet. It just goes to show that ideas can come from anywhere!
Technorati Tags: Utility, backpack, bag, Paolo Trento, icon
28 March 2008 at 11:34
Very innovative idea for it’s time, I’m glad they kept going<3 Bright colors are so much more pleasant to the eye then the dull monotone colors most people consider “safe”.
Fashion would be nothing without bright, inspiring, colorful people like Utility’s Paolo & Pietro!