Rimowa launching new line named Never Still

Rimowa has decided to soften things up. The baggage brand known for its signature hard-wearing aluminium cases is launching a new collection of bags, targeted at a younger and more restless consumer.

The house has named its new multi-use soft bag line 'Rimowa Never Still.' Though Rimowa was born and is based in Germany, Never Still is made in Italy. A unisex collection in five diverse styles, featuring trademark references from the German luggage house’s modernist shapes to its notable grooved design.

Bespoke hardware showcase the brand’s monogram and logo; a flexible travel strap allows customers to fix their bag onto their suitcase, and there is a personalisable address tag. Made in a color palette of black, gray, cactus, desert rose, and saffron, the range comes in durable premium materials from water-repellent canvas to smooth soft-touch full-grain leather.

"We’re excited to enter this new chapter in our brand’s history with the launch of the Rimowa Never Still collection,” said Alexandre Arnault, CEO of Rimowa.

“As we have many times over the last 120 years, this new Rimowa product category continues our long legacy of innovation in travel and mobility. Drawing on our rich design and pioneering savoir-faire, we’re building tools that emphasize both functionality and longevity for travelers today,” added the CEO, scion of the Arnault family, which controls LVMH, the world’s largest luxury conglomerate that includes Rimowa.

This marks the latest major expansion undertaken by Arnault at Rimowa, which has included an eyewear line this summer; a luggage collab’ with Supreme and an ad campaign with LeBron James.

The Never Still selection starts with its backpacks with padded straps; flap-tops secured by bespoke smart magnetic logo buckles; and zippered interiors pockets to accommodate mobile phones and laptops.

The Never Still Tote is crafted with tailor-made interior pockets to fit essentials like 15” laptops and mobile phones. An innovative double-handle system allows customers to also wear the bag as a shoulder handbag. Its Weekender model in canvas and leather includes a spacious interior with two zipped compartments for city breaks or business trips.

The entire selection starts retailing in mid-January 2021 at selected Rimowa stores worldwide and at Rimowa.com.

Founded in 1898, Rimowa is renowned for its airplane-inspired construction. Its development from 1937 of aluminium cases revolutionized travel and created an instantly recognizable design with distinctive parallel grooves. By 2000, the brand had begun pioneering the first polycarbonate cases, inventing a lighter-weight take on its classic styles. In 2017, LVMH acquired Rimowa.

Rimowa launching new line named Never Still

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