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Design Philosophy

Design Philosophy


Minimalist design – Simplicity is key

We’re avid minimalists so simplicity or elimination of clutter are key guiding principles for us. We design in a plain, simple and natural manner. Our products are thought of from start to finish not in terms of decoration but in terms of clarity, a kind of clarity that may be achieved through omission and exclusion of the non-essential. By removing everything that is not essential a clarity emerges creating greater accessibility and functionality.

“Perfection is achieved not when there is nothing left to add, but when there is nothing left to take away.” 
Antoine de Saint-Exupéry


Form and Function – Beautiful by being understated 

We believe that beauty and utility need not be overstated, overly decorative, or fanciful. The overall effect in our final products is fresh, clean and neat. We design in a direct and simple way, without being flashy. Every bag and accessory we make is designed to be timeless. We aim to make everything we design to be described as something that is beautifully minimalist. Elegant simplicity, articulate brevity. 


"Good design is as little design as possible"
Dieter Rams


Elegantly simple, Intuitive design – Every detail is considered

Through a complex design process we create bags and accessories that simplify the way you carry and travel, though none of this complexity shows in the result. We believe that when something has been designed well, it has an understated, effortless beauty, it doesn’t get in the way, it just works.