Sold out in 2 minutes after release! This is how a leather brand put their company's future on the line to create this body bag

Sold out in 2 minutes after release! This is how a leather brand put their company's future on the line to create this body bag

2023/04 HushTug Editorial Department

Body bags have always been very popular as a casual bag for men.

It's convenient because you can go out easily with few belongings, Did you know that a "body bag made with care by a certain leather brand" is currently popular?

The "ideal body bag" created by HushTug

My name is Nakajima and I am in charge of product planning at the leather brand HushTug.

HushTug released the body bag in February 2021.

As mentioned above, we are thankful that so many people have purchased our products.

At the time of first sale The remaining stock sold out in just two minutes, and it became such a hit that it remained in short supply for about a year.

It has also received many positive reviews.

However, this is not because the company had released many other products and they sold by chance.

This body bag took a year and a half to develop and was born after repeated testing.

"The ideal body bag created by a leather brand with the company's future on the line."

That's it.

-How was the ideal body bag created?
-What makes it different from a regular body bag?

I would like to reveal the secrets of this popular body bag.

In 2019, the development of a body bag began, with the company's future at stake!

It was in the latter half of 2019 that I first thought about making a "body bag."

At that time, our brand, HushTug, had just launched in April 2019 and was brand new.

The other bags that had been released earlier were also selling reasonably well, but due to the unstable production and transportation situation at the time, sales were not able to grow.

We need to create another product that sells as soon as possible!

I remember that was the situation.

Breaking away from the image of "body bags = uncool"

First, I asked my friends and employees for their opinions. I think body bags are convenient, but they have a bad image. There were many people who thought so.

When all the employees discussed "Why do we feel it's uncool?"

In other words, with HushTug

"A formal body bag made from luxurious genuine leather that every grown man should have."

We decided to aim for this goal.

Once the concept was decided, the development team was excited, saying, "We'll be able to create a cool body bag in six months!"

But at this point

"The hellish days of making samples for a year and a half began."

Nobody knew that.

The sample is complete! What was the result?

Now in 2020, the first sample, which was completed after employees exchanged ideas with each other, has finally arrived.

The first sample was something that was "exquisitely uncool," and it made the atmosphere at the venue extremely awkward.

The HushTug staff, who were not used to developing new products, did not even know why the products were uncool. For the next year or so, we would be left feeling lost and lost about this ``exquisite lameness.''

After a year of straying, we continued to create the sample. The deciding factor in completing it was...

I think there were many reasons why it looked unfashionable, such as the shoulder strap, the metal fittings, and the overall shape.

We kept making samples for a year, hoping to make something even better, but there were many that were a bit ambiguous and left us wondering "how did it turn out like this?"

I would like to introduce a work that is a little bit off the mark.

Mistake 1: Two pockets connected on the back for some reason

The outer pocket can be used no matter which shoulder you wear it on, but now that I think about it, it's a really strange design...

Misstep 2: Making the surface so hard that it doesn't feel like a bag

It's hard to tell from the photo, but in order to maintain its shape, we add core material to the surface of the bag to make it very stiff.

No matter what I put in it or moved it around, the shape didn't change at all, so it looked more like a tissue box than a leather bag...

Since then, I've tried so many things that I can't write about them all here, but the deciding factor in the final product was "Returning to the identity of the brand (HushTug)" It was.

Finally completed. A body bag that looks like HushTug.

HushTug has previously developed several products, mainly bags.

The design concept is

"Ultimate simplicity with no unnecessary features"

is.

A simple, timeless design that adult men can wear in any situation and with any outfit.

This is one of the reasons why our customers have chosen us so far.

It had been a while since we had developed a new product, and we were anxious about not being able to make something good, so we went astray in many ways, but we decided to take this opportunity to I decided to get rid of all unnecessary elements and make the simplest body bag possible.

It took a year and a half of repeated improvements, but the leather brand HushTug has finally completed a body bag that they can call their pride and joy, made with great care.

This is the body bag that was created.

To be honest, there were so many setbacks and difficulties that it's impossible to list them all in this article, but in the end we were able to complete a product that we can proudly release.

When it was released, it sold out in 2 minutes! It became an instant hit with a review score of 4.6 / 5.0 points.

However, we still feel anxious because we won't know until the product is released whether customers will actually like it.

However, when we announced the product to customers who had purchased it in the past, It sold out within two minutes of its release, and although additional stock was released several times afterwards, it was so popular that there was always a scramble to get it.

Furthermore, most of the reviews from customers who have purchased the product are highly rated. The reviews were 4.6/5.0 and many people were pleased with it.

Actual reviews
(You can slide it sideways)

Also, when we talk to our customers, they seem to be satisfied with the "high cost performance" .

If you want to make a high-quality product using genuine leather, the price will be higher.

Actually, when I looked into it, It is not uncommon for genuine leather body bags of similar quality to sell for over 30,000 yen. You can see that.

Normally, products are produced in factories and then shipped through several other companies before reaching customers, but HushTug manages everything from production to sales in-house, allowing us to offer genuine leather at affordable prices.

It sells for about half the price of other genuine leather brands, so even disregarding my bias as the person in charge of planning, I can truly recommend it for its great value for money.

Furthermore, You can return or exchange the product for free within one month of purchase, regardless of how much you use it or for any reason. Comes with peace of mind support.

HushTug products are not sold in department stores or shops, so they can basically only be purchased through our online store.

・I want to try a genuine leather body bag, but I don't know if it will suit me...
・I'm worried about buying online in the first place because the product might be different from what I expected.

For those people, I will repeat "Returns and exchanges are free for any reason within 30 days, no matter how much you use it." It states that.

Since returns are free, you can never go wrong, so if you're considering buying a body bag, be sure to give it a try.

 View the Body Bag product page