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BEAUTIFUL THINGS DON'T ASK FOR ATTENTION

Good design is liberating. Good design is invisible.

OPPOSE THE UNNECESSARY

From everyday technology to home interior, good design can be found everywhere and is becoming more important in our lives with each passing day. Fashion is no exception, and for us, it’s the place where good long-lasting design is needed the most. Here we oppose the temporary fads, the flashy gimmicks, and the empty beauty that promises more than it ultimately gives. This is a place where industrial design meets streetwear.

Liberating in function and form

Objects with no unnecessary defining features or markings, but enough consideration for the way we use them in today’s world. A clean slice of industrial design that has enough to help a person do his/her own thing, without being specific about what that thing should be. A design that does not oppose you, your style, or your lifestyle.


Less, but better.

Modern technical materials that do more without adding more. Non-constricting features that make an object useful without making it cluttered. Our design is all about getting the most out of everything, which allows our bags to look simple, and at the same time feel complete. Objects that do more with what seems to be less.


The process

We design versions, not season defined styles. Each one is improved over the previous one based on our own evolving understanding and the feedback we collect from customers. Our design gradually changes, but the language stays the same through out all our pieces - useful, non-defining, clean, and with a hint of urban flair.

Follow along our process for the Carry-ON Backpack

The code

The ten principles that were developed by Dieter Rams is a compass that keeps us on course with each design we create.



/ 1 / As little design as possible


Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.


/ 2 / Useful


A product is bought to be used. It has to satisfy certain criteria, not only functional but also psychological and aesthetic. Good design emphasizes the usefulness of a product while disregarding anything that could possibly detract from it.


/ 3 / ENVIROMENTALY FRIENDLY


Design makes an important contribution to the preservation of the environment. It conserves resources and minimises physical and visual pollution throughout the lifecycle of the product.


/ 4 / Innovative


The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.


/ 5 / Unobtrusive


Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.


/ 6 / Honest


It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.


/ 7 / Aesthetic


The aesthetic quality of a product is integral to its usefulness because products are used every day and have an effect on people and their well-being. Only well-executed objects can be beautiful.


/ 8 / Long-lasting


It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.


/ 9 / Understandable


It clarifies the product’s structure. Better still, it can make the product clearly express its function by making use of the user’s intuition. At best, it is self-explanatory.


/ 10 / Thorough down to the last detail


Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.