New Bag Category (Toteluxe) Launched!

Unicorn LLC (Address: Yumeterrace #212, 3-25-1 Shin-Koiwa, Katsushika-ku, Tokyo, Representative Member: Shigao Miyawaki) will launch a project on the crowdfunding platform machi-ya starting March 25th, ahead of general sales, for its new brand "toteluxe," which advocates for "a new concept bag that can switch between tote bag and backpack in 3 seconds, designed to accompany adults in their daily lives." We will be recruiting supporters for discounted purchases until the end of April.

(https://camp-fire.jp/projects/view/927169)

This new brand is a new category developed from the desire for "what we want." It is a fusion of tote bag and luxe. "Carry your peace of mind." Luxe, not in terms of brand price or logo, but as a word that signifies "richness filled with quality and dedication."

"toteluxe" is designed to respond to the tension of business, the lightness of everyday life, and the ease of movement while traveling, all in one. It does not distinguish between work, daily life, or travel. This is what the bag considers "luxury," and details can be found on the official website (https://un1corn.co.jp).

Background to the Development of the New Brand

Unicorn LLC analyzed market needs and trends. While the market is flooded with 2-way and 3-way bags, honestly, they are merely "transformable" and do not maintain a beautiful shape as either a tote bag or a backpack. Reflecting on existing bag categories, we felt that "a truly high-quality and comfortable bag that adults can use every day" still does not exist. Therefore, we planned "toteluxe" as our first product.

Can we create a "bag that is neither a tote bag nor a backpack, but where both are the main feature"?

When we thought about this, we realized that instead of fitting into existing concepts, we had to create a new category, "toteluxe." To meet this conviction and consumer expectations, we developed "toteluxe" as a bag that can be used from business to everyday life.

Furthermore, there was the problem that it is difficult to wear a backpack if you have shoulder pain, such as from frozen shoulder. This product has been designed with the perspective of a physical therapist. The structure allows for ample room in the arm-through motion, making it smooth to wear.

Features of the New Brand

With "toteluxe," for example, you can carry it as a tote bag on your shoulder in a crowded train, being considerate of others, and then instantly switch to wearing it as a backpack when you get off. Also, consumers who commute by bicycle, for instance, have no choice but to use a backpack for their luggage, which can be inconvenient in terms of TPO when visiting clients after arriving at work...