We are currently in the midst of a "warring states period for business backpacks," and here's why "newly released business backpacks from leather brands" are gaining popularity.

2023/09 HushTug Editorial Department

When you look at company employees or salaried workers in big cities like Tokyo and Osaka, you'll notice that they are dressed completely differently than they used to.

Although it depends on the location and type of job, it is not uncommon for the majority to nearly 80% of office workers to use backpacks, which shows that the trend in 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 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 a certain leather brand has been gaining popularity since its release ?

"HushTug" new business backpack and the secret behind its popularity

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

HushTug released a product called the "Square Backpack" in April 2023, and as mentioned above, we are grateful that a great number of people have purchased it.

When it was first released , it achieved the highest sales ever for a new product at the time, and we are still receiving positive reviews from customers.

Of course, well-known brands that everyone knows also sell business backpacks.

Why was the Square Backpack chosen and so popular? I would like to reveal the secret behind it.

Development has begun! The concept is "a business backpack that satisfies men's desire to own things."

Before starting development, I thought about what concept the business backpack should have.

Business backpacks have become so popular that it is no exaggeration to say that not a day goes by without seeing one outside.

We offer a variety of bags, including those with specialized functionality and those with large capacities, but we at HushTug are a leather brand that deals in domestically produced genuine leather products.

"Functionality and capacity are a given. Let's create a business backpack that satisfies the working man's desire to own things."

Or so I thought.

Using the introductory phrase "male" might get you in trouble these days.

However, I felt that luxury cars, high-end home appliances, and gadgets, which have sophisticated designs and functions and are popular among men , could be a good reference for business backpacks for working men.

Despite repeated sample creation, a problem arose...

The sample (prototype) was completed a few weeks later.

We had a long-established Japanese craftsman make samples for us multiple times, and we were able to get closer to our ideal business backpack, except for one thing.

In order to create a business backpack that satisfies men's desire to own things, which was in line with the concept at the time of development, we focused on three elements.

①Simple design

HushTug has been developing "ultimately simple genuine leather products" that eliminate all unnecessary elements such as metal fittings and logos.

In particular, this business backpack was inspired by images of luxury cars and gadgets, so it needed to have "refined simplicity."

②Functionality and capacity on par with outdoor brands

"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 pocket that does not spoil the design

-Zipper opens all the way to the bottom of the backpack

-Capacity to fit all your work essentials including a PC pocket

We believe that we have created a genuine leather business backpack with functionality that is comparable to outdoor brand products .

3) A luxurious feel like a high-end brand

The design and functionality improved with each iteration of the sample, but the problem remained: the "luxury feel."

The initial sample seemed to lack the luxury feel that is the greatest attraction of a backpack made from genuine Japanese leather.

The solution to the lack of luxury was "Japanese craftsmanship"

"We can't release it like this..."

In order to solve this problem, we all discussed why it lacked a sense of luxury .

The issue that arose was that "the straight-lined square design erases the sense of luxury that is one of the advantages of genuine leather."

"What if we could create a design that was plump and firm while still maintaining the square shape?"

With this in mind, I went to consult with the craftsman who makes my backpack.

HushTug products are made by Japanese craftsmen with a track record of producing a variety of products, including for high-end brands.

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.

With the original release date fast approaching,

"Just one last time!"

We asked them to remake the sample, and the result was a luxurious business backpack with beautifully plump curves.

Finally completed! The ideal business backpack

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 high ratings, with an average score of 4.6/5.0 .

Actual reviews
(You can slide it sideways)

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

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

If you actually look into it, you'll find that it's not uncommon for similar business backpacks made from sturdy genuine leather to sell for over 50,000 yen .

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.

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 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 out a HushTug business backpack, 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.

Many people may feel the same way.

Before online shopping became so popular in recent years, shopping typically meant going to a department store and choosing items from a familiar brand .

It's common to think that if you choose a brand you've purchased from before or a brand that has been around for a long time, you won't go wrong.

We, HushTug, are a new brand that started selling in 2019.

It is not as well known as a famous brand, nor is it a traditional brand.

However, there is one thing that HushTug can be proud of and is not inferior to all those other brands.

That is, "being sincere to our products and our customers."

Create the ultimate in simple, high-quality products
Deliver to customers at a fair price

We are thoroughly committed to these points and have absolute confidence in the essential aspects of shopping: our products and customer support.

That's why, once again, we offer free returns and exchanges for 30 days, regardless of the reason or how much you use the product .

Since returns are free, you can't go wrong, so if you're considering a business backpack, be sure to give it a try.