Ian Bogost, for *The Atlantic:
Such a circumstance made the school backpack possible too. McCory was a Seattle-area native and attended the University of Washington. Pacific Northwesterners have a reputation for outdoorsmanship, and the classic hiking backpacks—with their large, rigid frames—were familiar to McCory (who also invented the dome-shaped tent). Once JanSport figured out how to make a lightweight backpack suitable for carrying books and supplies, it sold the product at the University of Washington bookstore. There, more stereotypically outdoorsy youths surely understood the pitch intuitively.