Why are backpacks from up-and-coming leather brands gaining popularity in this "warring states period of business backpacks"?
2024/09 HushTug Editorial Department
When you watch people commuting to work in big cities like Tokyo and Osaka, you'll notice that they're dressing completely differently than they used to.
Although it depends on the location and type of job, it is not uncommon for more than half of office workers to use backpacks, which shows that the standard for business bags has shifted from handbags to backpacks .
The most common type is the "business backpack," which has a nearly rectangular shape and is suitable for formal occasions.
Many different brands are rushing to release backpacks for work. The business backpack industry is in a state that could be called the Warring States period, but did you know that a new business backpack from an up-and-coming leather brand has been gaining popularity since its release ?
Why the new-generation business backpack "HushTug" is so popular
Nice to meet you, my name is Toda, the representative of HushTug.
It's in the middle of the photo
We are a leather brand based on the concept of "ultimately simple design" x "Made in Japan." (The leather is domestically produced and the sewing is done in a Japanese workshop.)
You may be thinking, "What kind of advertising is this?", but our leather backpacks, which we have been selling since last year, have been purchased by many people, so I would like to tell you about them.
When it was first released , it achieved the highest sales ever for a new product at the time, and it continues to receive positive reviews.
Of course, well-known brands that everyone knows also sell business backpacks.
So why is our "Square Backpack" chosen and so well received?
Let me explain why.
The ultimate square backpack born from a passion for leather
HushTug square backpack
First, the conclusion: here is the backpack that was completed after several months of development.
After going through so much trial and error, if I had to say just one thing, it would be that we were single-mindedly pursuing the creation of a business backpack that adult men would truly want .
I will introduce just three carefully selected elements that embody this.
1. Its obvious "smartness" and "comfort" for commuting.
HushTug has been developing "ultimately simple genuine leather products" that eliminate all unnecessary elements such as metal fittings and logos.
In particular, this square backpack was inspired by the images of high-end brands and luxury cars that produce leather at the world's highest level, and was condensed into the concept of "refined simplicity."
This backpack is extremely attractive in situations where one hand is occupied, such as when using an umbrella in the rain or carrying a paper bag or briefcase, which are common situations that everyone faces during their commute .
If you use a handbag or shoulder bag, your hands will be occupied.
・It takes time to take out my smartphone or commuter pass. ・Opening and closing my umbrella requires one hand, which is cumbersome.
Scenes like these accumulate as everyday stress.
On the other hand, a square backpack, characterized by its stripped-down simplicity that brings out the charm of leather, can elevate your suit style while eliminating all of these stresses .
② Well-thought-out functionality as a business bag
"Outdoor and casual brands are good at functionality, while leather brands that use genuine leather prioritize appearance over functionality."
Have you ever felt that way?
I sometimes feel the same way as the developer, but because a business backpack is for working people, I didn't want to compromise on functionality.
An outer pocket that doesn't spoil the design
A zipper that opens all the way to the bottom of the backpack
A pocket for your PC and enough space to fit all your work essentials
As mentioned above, even genuine leather business backpacks are just as functional as those from outdoor brands .
Furthermore, the process of creating a design that smoothly integrated this with the product concept was highly challenging, and we had to create samples many times.
3. High-quality leather material of high-end brand standard
"Himeji Leather" actually used by HushTug
A surprisingly common problem among people who use leather backpacks is,
・Scuffs can appear without you noticing, so they are more noticeable on tanned or smooth leather.
・Nubuck leather stains easily when it gets wet in the rain
Examples include:
The appeal of the Himeji leather we use is its luxurious grained texture, and because of this grain, it also has the benefit of making scratches and stains less noticeable .
Of course, it also has a high-quality appearance, and the heavy presence that is unique to Himeji leather is also attractive .
The "Himeji Leather" we use has just the right amount of luster, a silky feel, and exquisite grain, making it a charming rough diamond that can be polished to perfection .
One time, a customer commented that the bag looked similar to a famous leather called "caviar skin" from a certain high-end brand, and we realized that the appeal of this material lies in the fact that customers can compare it to bags that retail for over 1 million yen.
Behind the commitment to materials is the brand's belief in domestic production
Originally, this backpack was conceived with the idea of "design and functionality are a given. Let's create a business backpack that highlights the appeal of high-quality leather, something that other brands can't make." It was born from this idea.
This is where the production process becomes important.
Because the key to square bags is their linear silhouette, all brands have had the common problem of their bags losing their shape over time .
The solution to this problem was the Japanese craftsmen who make HushTug products, who have a track record of producing a variety of products, including for high-end brands.
With the original release date fast approaching, we asked them to remake the sample one last time, and the result was a high-quality business backpack with beautifully crisp, straight lines .
Traditional Japanese sewing factories have some of the highest technical capabilities in the world, and have helped us solve many difficult problems in the past.
From that experience, we take pride in and cherish Himeji Leather and the fact that it is Made in Japan.
The secret to the 4.5 star review is "overwhelming quality that exceeds its name recognition"
The result was the square backpack that is currently sold at HushTug.
When it was finished, I thought, "I've made something good," but I didn't know if customers would actually like it until I put it on sale.
Although we were a little worried, we started selling our products on our online store and many customers chose them.
The initial sales momentum was among the best when compared to new products released before.
What's more, we've received a steady stream of positive reviews from customers who have purchased our products on our online store.
I'm also very happy that most people have given it a high rating, with an average score of 4.5/5.0 .
Actual reviews
(You can slide it sideways)
Furthermore, when we talk to our customers, it seems that they are satisfied with the "overwhelmingly high quality, which exceeds the brand's name recognition ."
We are still not at the level where we can be called a well-known brand.
On the other hand, we have received feedback from customers who have already purchased our products, such as, "I switched from XX (a certain high-end brand)" and "I don't want my friends to know because I don't want to have the same thing as everyone else."
The reason behind this is the gap with the business practices of general brands.
Normally, everything is left to intermediaries, so there is little direct communication between the factory production site and the brand's product planning.
This results in poor quality for the price.
However, since its founding, HushTug has consistently focused on "high-quality genuine leather," "skilled workshops," and "managing all of these within the company's reach," and has begun its journey as a leather brand that will continue for many years to come.
I have absolute confidence in this product, so I hope you'll pick it up.
There were some difficult times during development, when we had to remake samples over and over again, but we are absolutely confident in this business backpack, which combines HushTug's simple design with the traditional skills of Japanese craftsmen.
That's why we offer peace of mind support , allowing you to return or exchange the product free of charge for any reason within one month of purchase, no matter how much you use it .
HushTug products are not sold in department stores or shops, so they can only be purchased online.
・I want to try a genuine leather square backpack, but I'm not sure if it will suit me...
・I'm worried about buying online because the product might be different from what I imagined.
For those people, we would like to reiterate that "returns and exchanges are free for any reason and no matter how much you use the product, within 30 days."
With free returns, you can't go wrong, so if you're considering a square backpack, be sure to give it a try.
