Fanny Packs: Is the obsession here to stay?

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Previously ridiculed as a major fashion faux pas, the fanny pack has risen from the ashes over the past few years as a style staple. It’s gone from an item donned by embarrassing dads and lost tourists, to one flaunted as a must-have on the ‘gram by the fashion-forward.
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The eighties called. They said wow we really didn’t think you’d take this from us, just give us back our baggy clothing.

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Let’s delve into the origins of this accessory. Legend has it that an Australian named Melba Stone came up with the idea in 1962, having been inspired by kangaroo pouches. Though a great story, people think its fake news, and say that this humble accessory was brought into the scene well before that. I’m talking centuries ago.

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A leather belt pouch was discovered on a frozen caveman from 3,300 BC. Perhaps this is what they mean by “fashion is ever-evolving”.

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There are even depictions of belt bags being worn by soldiers of yore in medieval artwork. Judas was known as a “purse carrier” (referring to the small bag he slung around his hips) before his personal brand became that of a betrayer.

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It’s clear that the fanny pack was introduced to the world as a utilitarian accessory, a place to store one’s tools and necessities. In more recent times, it was popular amongst skiers and outdoorsy adventurers in Europe for several years before catching the eye of tourists and soccer moms in the eighties.

The fanny pack transitioned to streetwear status, being named the hottest product of the year in 1988. Athleisure caught on and beepers and fanny packs became must-haves, being flaunted in hip-hop music videos, and worn by the coolest of cool – even The Rock in a now-famous throwback photo that deserves a place in every home.

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When you reach your peak, there’s nowhere to go but down and that’s what inevitably happened to the fanny pack in the nineties. The overwhelming popularity of the product suddenly made it not so cool again. It became (gasp) middle class (faint). The fashion- conscious renounced it and even designer brands struggled to make the product work even with renaming it the ‘belted satchel’. The fanny pack was now a joke, mocked by the greats, Jerry Seinfeld and Weird Al.

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It’s not that the product disappeared from the shelves. You could still buy one from your local sports store, although you’d just be teased mercilessly for sporting it. In the 2000s, very few dared to, apart from hikers, athletes, festival goers and dads at the beach.
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Fast forward to the 2010s. Hipster culture meant that ironic fashion statements were everywhere. The rise of the “ugly cool” trend led to a resurgence of products that were once hated. Chunky soles, baggy sporty clothing, and, you guessed it, fanny packs. Our obsession with ugly fashion led to its vindication. The fanny pack and its inherent uncoolness stood to benefit the most from this episode. So ugly were they that they were now deemed super cool.

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Since cool = ugly,
Ridiculously ugly = ridiculously cool.

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In conclusion, maths will never be fun.

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Designer and high street brands hopped on the bandwagon, whipping out $$$ versions made from luxurious materials like Nappa leather and suede. They even showcased them on the runway.

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Fashion publications embraced the fanny pack and its aliases (the belt bag, hip bag, bum bag, belted satchel and more). The only difference in its popularity between now and back then is that people are not just limited to wearing it at the waist, but also across the body. In short, they’re multi-purpose in every sense and people love that.

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So, is the obsession here to stay?

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With the attention being on the fanny pack again, people are taking notes on what makes it so great. We, as consumers, might be temporarily swayed by whatever’s hot at the moment, but the key conversion trait of this particular accessory is that it’s uncomplicated and practical, the perfect hands-free storage unit for all your essentials.
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Compact and easy to use, this accessory is a hit amongst a diverse variety of consumers – from the sartorially conscious, to athletes, to even, lest we forget, uncles and aunties on tour.

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Unlike many other obsessions, the fanny pack movement isn’t ironic. At the end of the day, its functional facets greatly outshine its style points. Striking the balance between form and function is what keeps this once-hated accessory relevant.

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