Belgian fashion brand Kipling keeping up with younger consumers

The Belgian fashion brand bids farewell to its iconic monkey logo and targets younger consumers with sleeker, unisex and more neutral designs

Best known for its crinkle nylon bags and fluffy monkey key chains, Belgian fashion brand Kipling has revamped to target younger millennial consumers.

The label's bags were highly popular with teens in the 1990s, but its loyal following aged with the brand and its bags with multiple compartments and large pockets appeal more to practical mothers than fashion-forward youth.

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A version of this article appeared in the print edition of The Straits Times on November 16, 2018, with the headline 'Kipling keeping up'. Print Edition | Subscribe