"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 didn't expect it to sell this well." — The Story of the Drawstring Leather Bag, selling one every 4 minutes right after launch
2026/1 HushTug Editorial Department
A sophisticated drawstring leather bag that instantly elevates your style. Keep your belongings tidy, stay agile, and look smart.
Did you know that a particular leather brand's drawstring leather bag is currently selling at an incredible pace?
Allow me to reintroduce myself. I am Nakajima, a designer at the leather brand HushTug.
The drawstring leather bag we launched last winter has received an overwhelming response, far exceeding our expectations.
In just a few months since its initial release,
・An incredible rush of orders immediately after launch!
・Ranked #1 in cumulative sales for the first half of 2025.
And with an average review score of 4.6/5.0 (as of August 2025), it has received many high ratings.
Hearing these achievements alone, you might think, "That's just bragging, isn't it?"
But that's not the case. This isn't just boasting.
Because this drawstring leather bag is
"A bag that I, designer Nakajima, truly poured my heart into creating, believing it to be genuinely cool."
That's why.
・How did this explosively popular drawstring leather bag come to be?
・What makes it different from other drawstring bags?
Here, I'll share the story of how HushTug's drawstring leather bag became such a popular product.
It all started with a casual remark from a craftsman...
Moment of Decision: A Challenge Born from a Craftsman's Words
One day, while visiting a craftsman with our representative Toda, I heard something.
It was the phrase: "Small bags are trending lately."
The sample product they showed us was a bag with a drawstring-like silhouette.
That's when Representative Toda suggested, "How about HushTug plans something like this?" And that was the beginning of its development.
The "drawstring" motif has a friendly appeal, yet when crafted from leather, it becomes much more sophisticated.
Attracted by this unexpected combination, I felt my heart move with the thought, "This could be an interesting challenge."
Seeking a "Small Companion" for Everyday Use
At the time, HushTug had popular leather sacoches, but hadn't yet introduced small handbags.
While sacoches are light and convenient, they can look a bit too casual when paired with dressier attire.
So, to add a new line of "small, elegant bags," the drawstring bag project naturally progressed.
Creating a new option with a "just-right size" for everyday use – that was the start of the project.
The First Sample is Complete!
"I want people to enjoy the stylishness and unique design that only HushTug can offer" — with this in mind, we proceeded with development.
The first prototype, the first sample, was a direct materialization of the drawstring bag image I had in my head.
Here is the completed 1st sample:
From the very first sample, the bag took shape exactly as I had envisioned!
My anticipation grew, thinking, "This is going to be a great product..."
"Something's Not Right" - The Discomfort Felt with the 1st Sample
The first sample that came out was close to a drawstring in shape.
However, when I actually held it, a sense of discomfort lingered in Nakajima's mind.
・The leather was too stiff, lacking the characteristic softness of a drawstring.
・The width was narrow, giving it a somewhat square impression.
"It looks like a drawstring, but it doesn't feel like a drawstring" —
To resolve this slight discomfort, the path of improvement began.
Days Dedicated to "Finding the Ideal Leather"
The most time-consuming part of developing the drawstring leather bag was "selecting the leather."
This is because the texture of the leather determines everything when it comes to achieving that soft, drawstring silhouette.
The initial leather was too stiff, giving the entire bag a rigid feel.
"I want a softer, more pliable texture that feels worn-in."
I conveyed this desire to the craftsman, who then proposed several types of soft, oil-infused leather.
Ultimately, we settled on a leather that was moderately oiled and had a supple feel.
The moment I touched it, I was convinced, "This is it, this can truly express the essence of a drawstring."
Continuing the Challenge: Pursuing the "Ideal Shape"
Even with the leather decided, the bag's shape still posed challenges.
Widening it would create roundness, but too wide would throw off the balance.
We received advice from the craftsman that "a ratio closer to a square is better for achieving roundness," so we expanded the width from 17cm to 18.5cm.
As a result, a natural roundness emerged on the sides, forming a drawstring-like silhouette.
Meanwhile, the bag's opening and handle specifications also presented difficulties.
"Adding a zipper would offer security, but it would compromise the drawstring aesthetic."
"If we used two handles, it would look like a tote."
After much trial and error, we arrived at the current design: a handle passed through a metal fitting.
This ensures ease of use without sacrificing the drawstring's distinctive charm.
▼YouTube video introducing the samples from that time▼
Based on honest feedback from both within and outside the company, to make the design even more refined:
・Changed from stiff leather to soft, oil-infused leather
・Changed the color of the metal fittings from silver to black
・Adjusted the width to achieve more roundness
・Changed the interior pocket to a zippered pocket for added security
and made continuous improvements.
Here is the completed 2nd sample:
When I made improvements to the 2nd sample, I was convinced that "the ideal drawstring leather bag has finally been completed."
The price also came in under 20,000 yen, as initially expected.
"This product is going to sell well!"
The craftsmen we commissioned to produce the bag also highly praised it, significantly boosting the morale of the entire team.
"The direction we were aiming for has finally taken shape" — that was the moment of conviction.
Thus, through continuous improvements, the 2nd sample finally approached completion as a "HushTug-like" product.
Evolving by overcoming each challenge without compromising on design — that is our approach to craftsmanship.
Exceptional Pre-orders for the First Sale! Over 90% High Ratings, Instantly a Popular Item.
Still, I was constantly anxious, as I wouldn't know until launch if customers would truly be pleased.
However, the drawstring leather bag has been extremely well-received by customers, and due to its high popularity, we are continuously increasing our production capacity.
Despite this, we receive so many orders that our stock is constantly depleted.
In fact, we have been producing it every month since its launch, but we have never been able to secure stock, and it continues to be only available through pre-order.
Also, since there is no stock at physical stores, some customers who visit the stores even express a desire for the display items.
That's how much HushTug's drawstring leather bag is a popular item supported by many people.
Furthermore, looking at customer reviews, most are highly positive. Over 90% gave it 4 stars or more.
Actual Reviews
(You can slide horizontally)
Also, when we speak with customers, they often express particular satisfaction with its "high cost-performance."
HushTug adopts a business model where we handle everything from "product planning → sales → after-sales support" in-house, minimizing unnecessary costs.
Because there are no middlemen, we were able to create a drawstring leather bag with excellent cost performance.
Furthermore, HushTug offers reassuring support: "Free returns or exchanges within one month of purchase, no matter how much it's used or for what reason."
・I want to try HushTug's drawstring leather bag, but I'm not sure if it suits me...
・I'm worried about buying online because it might not be what I imagined.
For those individuals, we offer a policy of "free returns or exchanges for any reason, no matter how much it's used, within 30 days."
Since returns are free and you have nothing to lose, please give the drawstring leather bag a try if you're considering it.
