Rimowa decided to ease things. Known for its distinctive durable aluminum cases, the baggage brand is launching a new collection of bags for young and restless consumers.
The house has named the new multipurpose softbag line “Rimowa Never Still”. Rimowa was born in Germany and is based in Germany, but Never Still is made in Italy. A unisex collection of five diverse styles featuring trademark references from the modernist form of German luggage house to its notable grooved design.
Custom hardware showcases the brand’s monogram and logo. The flexible travel strap allows the customer to secure the bag to the suitcase and has a personalized address tag. Made from a color palette of black, gray, cactus, desert rose and saffron, this series is offered in durable premium materials, from water repellent canvas to smooth, soft-touch full-grain leather.
Alexandre Arnaud, Chief Executive Officer of Rimowa, said:
“As we have experienced many times over the last 120 years, this new Rimowa product category continues a long legacy of innovation in travel and mobility. With its rich design and pioneering Savoie Ferre, today We are building tools that emphasize both the functionality and longevity of travelers, “added the descendants of the Arnault family, who manage LVMH, the world’s largest luxury conglomerate, including Rimowa.
This is Arnaud’s latest major expansion in Rimowa, which includes an eyewear line this summer. Luggage collaboration with Supreme and advertising campaign with LeBron James.
The Never Still selection begins with a backpack with padded straps. Flap top secured with a custom smart magnetic logo buckle. Zippered inner pocket for storing mobile phones and laptops.
The Never Still Tote is made with a bespoke inner pocket to fit essentials such as 15-inch laptops and cell phones. The innovative double handle system allows customers to wear the bag as a shoulder handbag. The canvas and leather Weekender model includes a spacious interior with two zippered compartments for city breaks and business trips.
All selections will begin retailing at selected Rimowa stores and Rimowa.com worldwide in mid-January 2021.
Founded in 1898, Rimowa is famous for its airplane-inspired structure. The development from the aluminum case in 1937 revolutionized travel, creating an instantly recognizable design with unique parallel grooves. By 2000, the brand was the pioneer of the first polycarbonate case, inventing a lighter version of the classic style. In 2017, LVMH acquired Rimowa.
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Rimowa launches a new line named Never Still
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