[One sold every two minutes] The story behind the creation of a leather brand's body bag. What was the moment when "customer feedback" took shape?
[One sold every two minutes] The story behind the creation of a leather brand's body bag. What was the moment when "customer feedback" took shape?
HushTug Editorial Department 
A three-dimensional curved body bag that enhances your style just by carrying it.
It holds everything you need in a compact, lightweight, and elegant bag.
Did you know that a curved body bag made by a certain leather brand is selling at an incredible speed right now?
Once again, my name is Nakajima and I am a designer at the leather brand HushTug.
In fact, the curved body bag we released last winter has received a much better response than we expected.
From the first release to the present,
- Immediately after sales began, there was an incredible rush of orders, with one sold every two minutes!
・Average review score: 4.3/5.0 (as of September 2025)
And it has received a lot of positive reviews.
If you only heard about these achievements, you might think , "Isn't this just bragging?"
But there's more to it than that. It's not just a success story.
Because this curved body bag,
"A curved body bag born from customer feedback, something our customers themselves really wanted."
That's why.
-How did the explosively popular curved body bag come about?
-What is the difference between this and a regular body bag?
Here's the story behind how the HushTug Curved Body Bag became such a popular product.
It all started with a casual survey of customers on Instagram...
The story began with an Instagram survey
This bag started out as a bit of fun.
We asked on Instagram, "Do you prefer vertical or horizontal body bags?" The results were 25% vertical and 75% horizontal . Horizontal is overwhelmingly the most popular.
Furthermore, when asked, "If it's horizontal, is it square or moon-shaped?" , the answer was 24% square and 76% moon-shaped .
▼The actual survey from that time is here▼
Q1. Which type of body bag do you prefer? Vertical or horizontal?
A. Vertical: 25% Horizontal: 75% 
Q2. Which horizontal body bag do you prefer? Square or moon-shaped?
A. Square: 24% Moon: 76%
The survey results showed that many people are attracted to the rounded design, or moon shape.
"So let's give shape to this voice that everyone is asking for."
Customer feedback was what inspired us to create this bag.
In search of a new body bag for everyday use
At the time, HushTug already had a square, horizontal body bag.
However, there was a lack of "different faces for the same body bag."
There are plenty of totes, backpacks, and accessories, but there aren't enough body bags to choose from.
"It can be used casually in everyday life, but still has the luxury of leather."
In order to fill this "gap," planning for a curved body bag has begun in earnest.
And so began HushTug's new challenge.
The first sample failed!? There was a "problem"...
The first sample was a crescent shape , which was highly popular in the survey.
However, as soon as I got it, I found a problem.
"It's smaller than I thought it would be, I can't even fit a long wallet in it."
It looks stylish, but has zero practicality.
In this state, we won't be able to deliver it to our customers...
So I quickly decided to change direction.
▼Here is the completed first sample▼ 
▼Click here for the 1st sample introduction video▼
The challenge continues—in pursuit of the ideal three-dimensional effect
For the second sample , the bag has a more three-dimensional design to increase capacity.
By adjusting the core material and the degree of fineness of the leather, we searched for a form that could achieve both "beauty of appearance" and "practicality."
But even here there are challenges...
As we continued making prototypes, the thing we struggled with the most was the three-dimensional effect .
The shape may look squashed or the storage capacity may be compromised...
I realized how difficult it is to achieve both the form and practicality of a bag.
▼Here is the completed 2nd sample▼ 
▼2nd sample introduction video here▼
Giving shape to customer feedback─Evolution realized through the 3rd sample
The sample video that was released during development received many comments from customers.
Among them, the most notable was
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"I want a back pocket that can fit my smartphone."
-
"It would be convenient if there was a zippered pocket on the side."
That was the voice that was heard.
Indeed, when walking around town or traveling on the train , whether or not you can quickly take out your smartphone has a big impact on usability.
We felt that this was a feature that was actually needed, and we incorporated that feedback directly into the third sample.
Actual comments received on YouTube
(You can slide it sideways)
In the third sample, a new zippered pocket has been added to the side of the bag that can hold a smartphone .
This means you can quickly take it out with one hand when you need it, making everyday actions even more convenient.
Customer feedback has been reflected in the functionality of the bag, further improving its quality.
HushTug's manufacturing process is not "completed by designers and craftsmen alone," but is based on the attitude of "creating together with customers."
The addition of this pocket was a symbolic evolution.
Leather, zippers, metal fittings - ingenuity in the details
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Leather : If it's too soft it won't keep its shape, and if it's too hard it will wrinkle unnaturally.
After much consultation with the craftsmen, we adjusted the thickness to an exquisite level that would allow for the creation of three-dimensional forms.
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Zipper : Initially gold was used, but it felt too flashy, so we eventually went with a simple black.
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Metal fittings : Plastic alone looks cheap → Hybrid design of metal and plastic.
- Strap : Since leather is too thick to fit through metal fittings, nylon is used for practicality.
Finally, the "ideal bag" was discovered and put on sale
After repeated trial and error and refinement, the final sample was finally completed.
When I picked up the bag, I thought to myself,
"I've finally finished a bag that I'm happy with!"
The first sample lacked capacity, and the second sample lacked three-dimensionality - after repeated failures and improvements, we finally arrived at the answer.
The "ideal form" that combines three-dimensionality and practicality was realized through the skills of our artisans, internal discussions, and customer feedback.
▼Here is the final completed sample▼ 
▼Click here for the final sample introduction video▼
When I made some improvements to the final sample, I was convinced that I had finally created the ideal curved body bag .
The price was 24,980 yen , which was within the initial estimate.
Furthermore, customer feedback on the Instagram survey and sample video posted on YouTube was
These led to concrete improvements and helped breathe life into the final product.
Craftsmen's evaluations, internal discussions, and real customer feedback.
All of these things came together to evolve into a product that is truly HushTug .
We never compromise on design, and we continue to evolve by overcoming each challenge one by one - that is our approach to manufacturing.
It was a huge hit from the first day it went on sale! The shock of selling one every two minutes on the first day
The first day of sales was met with excitement.
The results far exceeded our expectations.
Immediately after its release, it continued to sell at an astonishing pace of one every two minutes , and has become a popular item that continues to receive orders to this day .
HushTug's curved body 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 about 90% giving it 4 stars or more .
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 produce cost-effective curved body 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 curved body bag, but I'm not sure if it will suit 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 curved body bag, give it a try.
