How VC-backed startups turned the suitcase into a style statement

The luggage industry seems to have undergone quite a makeover in the last few years. Back in the day, VIP and Safari were synonymous with the plain black and grey suitcases. But now, luggage is as important as the clothes you wear–it’s part of the whole airport look.
Startups like Mokobara, Nasher Miles, Assembly, and Uppercase have turned luggage into an aspirational lifestyle product with smart social-media marketing and a vibrant aesthetic.

Also, important to note is that travel changed after Covid pandemic. The duration of trips has shortened, but the frequency of general travel has increased from once every three months to once every 45 days.The suitcase now has to fit in with the instagram aesthetic so it has gone from being functional to a style statement. As of now, VC-backed, new-age luggage brands only have a tiny slice of the market.
But that slice has been growing quickly, and that’s enough to get the old guard nervous.

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**This episode was first published on Feb 3, 2025

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