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 are always very popular as a casual bag for men.

It's convenient because you can easily go out 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

Once again, 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 grateful to have a great number of people purchasing 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 also has received many positive reviews.

However, this is not because they had released many other products and they sold well 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 at stake."

That's it.

-How was the ideal body bag created?
-What is the difference between this and 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, putting 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 selling reasonably well, but sales were slow to grow due to unstable production and transportation at the time.

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

I remember it being like that.

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

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

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 man should have."

We decided to aim for this goal!

Once the concept was decided, the development team became 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's the result?

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

The first sample turned out to be something that was "just perfectly uncool," which made the atmosphere just perfectly 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, I would be lost in my own confusion over this "exquisite lameness."

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

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

We continued making samples for a year, determined to make something even better, but there were many that were a bit off the mark and left us wondering, "How did it end up like this?"

Here are some works that are a little off the mark:

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

The outer pockets 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 see in the photo, but to maintain its shape, we've put a core material inside the surface of the bag to make it very stiff.

No matter what I put in it or moved it around, it didn't change shape 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 even write about them all here, but the deciding factor in the final product was "Returning to the brand (HushTug) identity" It was.

Finally completed! A body bag that looks just like HushTug.

HushTug has previously developed several products, primarily bags.

The design concept

"Ultimate simplicity, eliminating all waste"

is.

A simple, timeless design that can be worn by any adult man in any situation and with any outfit.

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

It's been a while since we've developed a new product, and we were anxious about not being able to create something good, so we went astray in many ways, but we took this opportunity to I decided to eliminate all unnecessary elements and make a body bag that was as simple as 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 ``confident product'' , 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 describe them all in this article, but in the end we were able to complete a product that we can proudly release.

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

However, we cannot know until the product is released whether customers will actually like it, so we are constantly worried.

However, when we announced this to customers who had purchased the product up until now, It sold out within two minutes of its release, and although additional sales were made 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, it seems that they are satisfied with the "high cost performance" .

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

When I actually looked into it, It's 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 go through several companies before reaching customers, but HushTug manages everything from production to sales in-house, allowing us to offer genuine leather at affordable prices.

It is sold for about half the price of other genuine leather brands, so even if I ignore my bias as the person in charge of planning, I can really 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. Comes with peace of mind support.

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

・I want to try a genuine leather body bag, 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, I will repeat "Free returns and exchanges within 30 days for any reason, no matter how much you use it." This is what we are saying.

With free returns, you can't go wrong, so if you're considering buying a body bag, be sure to give it a try.

 View the body bag product page