"I never thought it would sell this well" - The story of how the leather drawstring bag sold at a rate of one every four minutes immediately after its launch
"I never thought it would sell this well" - The story of how the leather drawstring bag sold at a rate of one every four minutes immediately after its launch
August 2025 HushTug Editorial Department
This sophisticated drawstring leather bag will change your look just by holding it. It keeps your belongings neatly organized, making you feel light and smart.
Did you know that a "drawstring leather bag made by a certain leather brand" is currently selling at an incredible speed?
Once again, my name is Nakajima and I am a designer at the leather brand HushTug.
In fact, the drawstring leather bag we released last winter has received a much better response than we expected.
Just a few months after its initial release,
-An incredible rush of orders immediately after sales began!
-Ranked first in cumulative sales for the first half of 2025.
It has received many positive reviews, with an average review rating of 4.6/5.0 (as of August 2025).
If you only heard about these achievements, you might think, "That's just bragging."
But no, this is not just a boast.
Because this drawstring leather bag
"This bag was created with sincerity and passion by me, the designer Nakajima, and is something I truly believe is cool."
That's why.
-How did the wildly popular drawstring leather bag come about?
-What makes it different from other drawstring bags?
Here's the story of how the HushTug drawstring leather bag became such a popular item.
It all started with a casual comment from a craftsman...
The moment of decision: A challenge born from a craftsman's words
One day, I was visiting a craftsman with our representative, Toda.
So I heard, " Smaller bags are in fashion these days . "
The reference product that was shown to us was a bag with a silhouette similar to a drawstring bag.
On the spot, our CEO, Toda, asked us , "Why don't you try planning this at HushTug?" and that was the beginning of development.
The "drawstring bag" motif is familiar, but when made out of leather it takes on a more mature look.
I was attracted by the unexpectedness of it all, and at that moment I thought , "This could be an interesting challenge."
In search of a "small companion" for everyday use
At the time, HushTug had a popular leather sacoche bag, but had not yet developed a small handbag range.
While sacoche bags are light and convenient, they can look a little too casual when paired with dressy clothing.
So, in order to add a new line of "small, elegant bags," the idea of a drawstring bag naturally progressed.
Creating a new option for everyday wear with just the right size - that was the beginning of the project.
The first sample is complete!
"We want people to enjoy the stylishness and design that only HushTug can offer" - that was the thought that led us to proceed with development.
The first prototype, the first sample, was a direct representation of the image of the drawstring bag that I had in my head.
Here is the completed first sample
From the very first sample, I was able to create a bag that was exactly what I had envisioned!
My expectations are rising, thinking , "This is going to be a great product."
"Something's different" - the sense of discomfort felt with the first sample
The first sample that came out was similar in shape to a drawstring bag.
However, when he actually picked it up, Nakajima felt something was off.
・The leather is hard and lacks the softness that is characteristic of drawstring pouches.
・The width is narrow, and the shape gives a square impression.
" It looks like a drawstring bag, but it's not like a drawstring bag ."
To resolve this minor annoyance, we began the process of improvement.
The days of dedication to "searching for the ideal leather"
The most time-consuming part of developing the drawstring leather bag was selecting the leather .
The texture of the leather is crucial to achieving the soft silhouette that is characteristic of a drawstring bag.
The initial leather was too stiff, making the whole bag feel stiff.
"I want something softer, with a texture that feels more comfortable."
I conveyed this idea to the craftsman, who suggested several types of soft, oiled leather.
What we ended up with was leather that contained just the right amount of oil and felt soft to the touch.
The moment I touched it, I was convinced that this would express the essence of a drawstring bag .
Continuing the challenge: Pursuing the "ideal form"
Even after deciding on the leather, there were still issues with the shape of the bag.
Increasing the width will create a rounded look, but if you make it too wide, the balance will be lost.
The craftsman advised me that "if you want a rounded look, the ratio should be closer to a square," so I increased the width from 17cm to 18.5cm.
As a result, the sides are naturally rounded, giving the bag a silhouette that is characteristic of a drawstring bag.
On the other hand, the specifications of the bag's opening and handles were also a source of concern.
"Adding a zipper would give a sense of security, but it would take away from the drawstring-like feel of the bag."
"If you add two handles, it will look like a tote bag."
After much trial and error, we arrived at the current design, where the handle passes through the metal fittings .
This ensures ease of use without compromising the drawstring feel.
▼YouTube video introducing samples from that time▼
In order to refine the design based on honest feedback from people both inside and outside the company,
- Changed from hard leather to soft leather soaked in oil - Changed the color of the metal fittings from silver to black - Changed the width size to create a more rounded shape - Changed the interior pocket to a zippered pocket for a more secure feel
And we continued to make improvements.
Here is the completed second sample:
When I made some improvements to the second sample, I was convinced that I had finally created the ideal drawstring leather bag .
The price also came in at under 20,000 yen, as originally expected.
"This product is sure to sell!"
The craftsmen we outsource to make our bags also gave us such high praise, which really boosted the morale of the entire team.
It was at this moment that I became convinced that the direction I had been aiming for had finally taken shape .
After repeated improvements, the second sample was finally nearing completion as a product that truly embodied HushTug .
We never compromise on design, and we continue to evolve by overcoming each challenge one by one - that is our approach to manufacturing.
The initial sale saw an unprecedented number of pre-orders! Over 90% of the pre-orders were positive, making it an instant hit.
However, we cannot know until the product is released whether customers will actually like it, so we are constantly worried.
However, our drawstring leather bags have been extremely well received by our customers, and due to their popularity, we are increasing our production capacity every day.
Despite this, we receive so many orders that we are constantly running out of stock.
In fact, although production has continued every month since its release, we have never been able to secure stock and it has always only been available by pre-order .
Also, since we don't have any stock in our physical stores, some customers who visit our stores want to buy the items on display.
HushTug's drawstring leather bag is a popular item that is supported by many people .
Furthermore, most of the reviews from customers who have purchased the product are highly rated, with over 90% rating it 4 stars or higher .
Actual reviews
(You can slide it sideways)
Also, when we talk to our customers, it seems that they are particularly satisfied with the "high cost performance."
At HushTug, we have adopted a business model that involves handling all aspects of our business in-house, from product planning to sales to after-sales support, in order to minimize unnecessary costs.
Because there are no middlemen, it is possible to create cost-effective drawstring leather bags.
In addition, HushTug offers peace of mind support , allowing you to return or exchange the product for any reason, no matter how much you use it, within one month of purchase .
I want to try out the HushTug drawstring leather bag, but I'm not sure if it's right for me...
・I'm worried about buying online because it might be different from what I imagined.
For such people, we offer free returns and exchanges for 30 days, regardless of the reason or how much you have used the product .
With free returns, you can't go wrong, so if you're considering a drawstring leather bag, give it a try.
