Here's why backpacks from up-and-coming leather brands are gaining popularity in this "warring states era 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 are 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 CEO 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, "Is this just an advertisement?", but we have been selling our leather backpacks since last year, and we have been grateful to have many people purchase them, so we 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: this 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 "a business backpack that adult men would really want."

I will introduce just three carefully selected elements that embody this.

1. Its smart design is obvious at a glance, and its comfort makes it ideal 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 images of high-end brands and luxury cars that produce leather at the world's highest level, and was centered around the concept of "refined simplicity."

This backpack is extremely attractive in situations where one hand is occupied, which is common for people to encounter during their commute, such as when using an umbrella in the rain or carrying a paper bag or briefcase .

If you carry a bag by hand or on your shoulder, your hands will be occupied.

・It takes time to take out my smartphone or commuter pass. ・Opening and closing an umbrella requires one hand, which is clumsy.

Scenes like these build up as everyday stress.

On the other hand, a square backpack, characterized by its pared-down simplicity that brings out the charm of the leather material, can eliminate all those stresses while elevating your suit style .

2. Well-thought-out functionality for a business bag

"Outdoor and casual brands are more functional, while leather brands that use genuine leather are more focused on appearance than functionality."

Have you ever felt that way?

I myself sometimes feel the same way as a developer, but because a business backpack is "for working people," I didn't want to compromise on functionality.

External pockets that do not 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, genuine leather business backpacks are just as functional as outdoor brand backpacks .

Additionally, 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-end brand-level "luxury leather material"

"Himeji Leather" actually used by HushTug

A surprisingly common problem among people who use leather backpacks is,

・Scratches can appear without you noticing, so they are more noticeable on tanned or smooth leather.
・When leather gets wet in the rain, stains become more noticeable.

Examples include:

The appeal of the Himeji leather we use is its luxurious grained texture, and because of that 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 gemstone with such charm that it can be polished to become a diamond .

One time, a customer commented that the look was similar to "caviar skin," a famous leather from a certain high-end brand. I feel that one of the charms of this material is that it can be compared to bags that sell for over 1 million yen.

Behind the commitment to the ingredients is the brand's belief in using domestically produced products

Originally, this backpack was conceived with the idea of "design and functionality are a given. Let's create a business backpack that takes advantage of the appeal of high-quality leather material in a way that other brands can't." It was born from this idea.

This is where the production process became important.

Because the key to square bags is their straight silhouette, all brands have had the common issue of their bags losing their shape over time .

This problem was solved by 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 beautiful, crisp straight lines .

Japan's traditional sewing factories are known around the world for their highly skilled technicians, and have helped us solve many difficult problems in the past.

Based on this experience, we are proud of and value the fact that our Himeji Leather products are Made in Japan.

The secret to the 4.5 star review is "overwhelming quality that exceeds its name recognition"

This is how the square backpack that is currently sold by HushTug was created.

When it was finished I thought, "I've made something good," but I wouldn't know whether customers would actually be happy with it until we put it on sale.

Although we were a little worried, we started selling it on our online store and many customers chose it.

The initial sales momentum was among the best when compared to new products released previously.

What's more, we are receiving 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)

In addition, when we talk to our customers, we hear that they are satisfied with the "overwhelmingly high quality of our products, which goes beyond the brand's recognition ."

We are still not yet at a point 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 saying things like, "I switched from XX (a certain high-end brand)" or "I don't want my friends to know because I don't want everyone else to see me."

The reason behind this is the gap with the business practices of general brands.

Usually, everything is outsourced to middlemen, so there isn't much direct communication between the factory production site and the brand's product planning.

This results in poor quality relative to 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 history 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, as 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 and exchange the product free of charge for any reason, no matter how much you use it, within one month of purchase .

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 square backpack, but I'm not sure 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 such people, we would like to reiterate that "for any reason, no matter how much you use the product, you can return or exchange it free of charge 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.