Official Tulane Green Wave Mascot Surfboard Logo Shirt
Elevation is the ambition for more affordable luggage label Monos. Founded in 2018 by childhood friends Victor Tam, Hubert Chan and Daniel Shin, the Canadian label launched its minimalist, high-tech luggage in 2019, and in the eight months before Covid lockdowns, it made $1 million. The brand declined to disclose revenues, but said it is profitable and growing, with plans to open four stores in the US next year. “We wanted to create something that was timeless in design that could stand up to the quality of a Rimowa, with an accessible price point,” Tam says. Right now, cases retail for around $400. But following a similar playbook to Carl Friedrik, the goal is to move upmarket as it innovates and improves its design over time. “A lot of new brands have come forward that are slightly cheaper than us. We’re not in the business of undercutting. We want to continue to move upmarket, not to the point of the heritage brands, but there are opportunities to use materials that cost more.”Official Tulane Green Wave Mascot Surfboard Logo Shirt
Monos is gradually elevating its positioning as it develops new innovations and works with more advanced materials. Luggage label Béis was founded by actor Shay Mitchell in 2018. Unlike many leading luggage brands, it focused more readily on women’s style than men’s business travel. It’s also positioned at the lower end of the premium scale, with suitcases retailing for around $400. “Shay saw this tremendous market opportunity of bringing some fashion function and accessibility to a category that was highly utilitarian at the time,” says Béis CEO Adeela Hussain Johnson. “Before, luggage appealed to a business-focused consumer. She thought, why compromise on fashion in order to get function?”
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