After the fanny pack fad of the ’80’s faded, those functional bags of yesteryear were deemed uncool and were only seen on clueless tourists in bright tropical shirts.  But a lot has changed in the last few years, and the fanny pack is back in fashion and hotter than ever.

Rebranded as a “belt bag”, “hip bag” or “waist bag”, the modern fanny packs come in various shapes and sizes. The styles range from practical nylon or polyester, to high-end leather.  They can be simple with a single zipper, or decorated with studs and creative stitching.  Nike and Adidas offer options aimed at athletes and the casual day-tripper, while numerous high-end designers like Gucci and Calvin Klein bring runway-worthy styles to the fashion-conscious crowd.

The resurgence in demand for practical, versatile items fuels the growth in this category for women and men alike.  The fanny pack is responsible for 25% of the growth in the accessories market, and is the fastest growing segment in the men’s market.  Worn around the hips or across the chest, these bags are turning up everywhere.

The good news for corporate marketers is that the promotional suppliers have responded to this popular trend, and offer lots of fanny pack options that would be perfect for concerts, festivals, sporting events and trade shows.   Considering the current excitement around the contemporary fanny pack, it should be on the top of your list for upcoming event giveaways.