Designer backpacks and travel kits are a statement of ‘functionality and versatility’
Posted on 26.02.22, 06:22
Sleek, smart and functional, TUMI’s Alpha Bravo Spring 22 collection is inspired by military gear. From backpacks to travel kits to messenger bags, you’ll find a wide variety in the range. Victor Sanzcreative director of TUMI, tells t2 more about the collection, whose campaign features Formula 1 star Lando Norris.
The Alpha Bravo Spring 22 collection with a campaign featuring world famous Formula 1 driver Lando Norris, looks seriously chic. Can you explain the philosophy of the campaign to us?
When we set out to develop the Alpha Bravo campaign, we looked to multi-faceted individuals who pushed the boundaries of their own efforts. We searched for talent with the goal of excelling and becoming the best at what they do. The same dynamism and thrust are reflected in this collection. We want to become better than what we were before. To become more versatile, we are tapping into our material innovation, sustainability efforts, customization, and “go anywhere, do anything” mentality.
What are the design highlights of the Alpha Bravo Spring 22 collection?
We’ve taken our time developing the collection to push Alpha Bravo beyond what it has been in the past. We sought to find the crossroads of durability, technology and longevity. Aerospace and military, as well as the lifestyles of our customers, have inspired us. We wanted to give them flexibility, customization, functionality and aesthetics. Their lives are constantly changing, whether it’s going to the office or spending the weekend with friends. The introduction of the TUMI+ ecosystem makes it possible to add and remove modular components from each part. Additionally, the seasonal collection incorporates lightweight parachute-like materials to emphasize utilitarian inspiration.
Is the Alpha Bravo Spring 22 collection aimed at young people?
This collection is for our global citizens who need flexibility in their lives and pursue their passions. It is for those looking for products with high level functionality and durability. We see that this collection is not aimed at a specific age, but rather at a state of mind. It is something that transcends time, in itself.
International travel has been hit hard by the pandemic. And how people travel and what they travel with will change when the world finally opens up. As a company with over four decades of experience, what kind of changes do you plan to introduce to adapt to this new world?
We are constantly reviewing the way our customers travel and the changes they face throughout their travels. It is important to allow them to have flexibility with the products they use. As their lives change, the products can change with them. We understand that travel will look and feel different than it has in the past, but we are optimistic that people will enjoy the trips they take. We continue to strive to be at their side to complete their journey.
What have been the travel classics over the years?
TUMI has always been known for its travel collections. We continue to push ourselves to develop these future classics. Redesigning our collections year after year, we make minor improvements to improve the customer experience. In recent years, new collections have become staples in our DNA, such as Degree Aluminum, Alpha Bravo, Voyager and, of course, Alpha 3.
How has TUMI evolved as a brand over the years?
We continue to evolve who we are as a brand and push the boundaries of what we produce and how we interact with our customers. We are leaning into the lifestyle sector and new categories such as fragrances and eyewear, while continuing to develop our core collections through technology in material functionality, durability and sustainability.
Do you think luxury shopping will rebound?
Customers are redefining luxury. They are looking for high quality products that could stand the test of time and are designed with them in mind. They want pieces that offer something fresh and new beyond aesthetics. The pandemic has definitely changed shopping habits in the luxury space, but as we see ourselves adapting to our “new normal”, so has the luxury consumer.
As creative director, what are your visions for design innovation?
For me, design innovation always starts with the customer and understanding the life they live. I want to find ways to improve those moments. It’s a combination of fashion, function, engineering, durability and longevity. This is what defines TUMI’s innovation. We look beyond the expected and bring something new to the industry to enhance the experience not only for our customers but also for the world in which it is created. Innovation is at the heart of our DNA, and as the brand continues to grow, so will our innovation.