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After nine years in the luggage market, Away is finally tapping into their soft side.
The New York City-based brand, best known for their sleek, durable, hard-shelled suitcases, announced this week the highly anticipated launch of a softside luggage line, which will become available to shop on the Away website and in stores on July 9.
To announce the upcoming launch, Away released a playful campaign starring New York celebrities, such as “Succession” actor Alan Ruck, comedians Megan Stalter and Ben Marshall, skateboarder Tyshawn Jones and art critic Jerry Staltz.
“What we hear time and time again and what we know to be true is half of the luggage market is still soft-side luggage,” Jen Rubio, Away’s CEO and co-founder, told WWD upon the announcement. “There are some people who were willing to switch from soft to hard. There are some people who just didn’t care, but there’s also a big subset of people who we just weren’t serving — they wanted a soft-side bag. Maybe they love the brand, but they’re just not switching, so it took a lot of product development and we wanted to get it perfect because to us, launching this Softside bag should feel as special and magical as it did when we launched our Classic luggage.”
Away’s Softside offers the brand’s signature design and details such as an interior compression system to help you pack more in, premium 360° wheels for a smooth ride, a drawstring laundry bag to keep your dirty clothes separate and Away’s iconic zipper expansion for effortless packing flexibility.
Plus, some new features for the Softside traveler include two no-show exterior front pockets for added and accessible organization, a top flap opening that boasts even more interior organization and opens to a spacious main compartment, a proprietary stabilizer so your bag stays upright when it’s full and new matching TSA-accepted padlock.
Softside will be available in four colors (Jet Black, Cloud Gray, Coast Blue, and Clay Pink) across Away’s four original sizes (The Carry On, The Bigger Carry On, The Medium, and The Large.
Shop the Away Softside collection on awaytravel.com starting July 9.
Source Agencies
