Jeune Premier

Jeune Premier

3, 2, 1… back to school!

This is the curious story of how a pharmacist and a lawyer fell in love... with designing schoolbags. In 2012, Hélène Fransen designed the first model at her kitchen table in Ostend because she couldn't find anything she liked for her son Ralph. Children like the colors but parents prefer quality - and so does Hélène, but she wasn't impressed by what was on offer at the other end of the spectrum: boring, heavy leather bags. Still, she needed a bag for her toddler & so she designed one herself - it was a lambskin bag with a mushroom and Ralph's name on it. Four mothers and the principal came up to her on that first day of school to tell her they loved the bag & to ask her where they could buy it. Her husband Bruno Piers pushed her further: why not create four different designs and commercialize them? That year, they sold eighty schoolbags and launched the first collection in April 2012 - the brand Jeune Premier was born. "It's a reference to the expression 'Jeune Premier' that we also use in Flemish to designate a clean-cut child, like a Prime Minister", Bruno explains. The schoolbags target children up to 12 years old but also aim to please the parents. "We wanted to create something appealing to the children, but with a quality to seduce the moms", Hélène says. In 2019 the signature bags were given a facelift adapted to these modern times: leaving the path of real leather and opting for environmentally friendly eco leather in combination with water-repellent 360D polyester with a denim look. Plus no more fiddling to open a schoolbag as Jeune Premier launches 'Easy Lock': from now on all you need to do is swipe down with this ergonomic closure to open your schoolbag & closing the bag is just as easy because the magnetic system ensures that the flap just slots back into the lock. The result: proud, independent children and happy teachers.

So we say: "Out with the boring old-fashioned super heavy schoolbags… Jeune Premier breaks through the daily 'school grind' and blasts a bit of fun through the grey classrooms!"