The Secret Behind "anello"'s Globally Popular "Kuchigane Backpack": Exploring the Craft of Creating Everyday Essentials

In 2005, Osaka-based bag manufacturer and wholesaler Carrot Company launched the brand anello. Gaining popularity with its signature Kuchigane Backpack, known for its affordable price and easy usability, the brand boosted its recognition worldwide.

This time, together with Hiroshi Takemoto, who has been with the brand since its inception, we reflect on its 20-year history to dive into the thoughtful craft behind their products and the reasons why the Kuchigane Backpack became such a hit.

Anello—the Pursuit of Timeless Value, Adding Layers Like "Rings of a Tree"

Anello was born in 2005. The name, which means "tree ring" in Italian, was chosen to embody the wish for the brand to "endure and keep growing for years to come."

"Since launching Anello, our concept has always been to create bags that aren't influenced by age, gender, or fleeting trends. When developing products, we focus on subtle points and little innovations that really make a difference."

While genderless items have become more common in recent years, at the time, most bags were still sold as either men's or women's goods, making Anello's concept quite unique.

"Also, back then, most highly functional bags were pretty expensive, and affordable options were rare. That's why Anello worked on developing bags people could easily grab off the shelf—bags that balance practical functionality with the right price."

Despite rising raw material costs, the brand continues to place high value on "affordability" in its craft. For users, there's nothing more reassuring than that.

How the "Kuchigane Backpack" Was Born from a Simple Pouch

The brand's popularity soared thanks to the creation of the Kuchigane Backpack.

"We released the Kuchigane Backpack in 2015 to mark our 10th anniversary. Inspiration struck thanks to a pouch we had for sale at the time.

"That pouch used wire in the opening, allowing it to open wide—a key feature. While there were wire-frame bags like doctors' bags and tool bags for repair workers, there weren't any backpacks with that design. So, we thought, 'Why not apply this idea to a backpack?' That's where it all started."

Unlike Boston bags, backpacks usually have a vertical silhouette and a narrow opening. Designing one that could open wide took some trial and error.

After several prototypes, the Kuchigane Backpack was finally perfected. It was well received internally and at exhibitions, becoming a product that combined affordability and practicality—a combination the creators could feel confident in.

"It wasn't an instant hit, but word of mouth gradually spread, growing its fan base both at home and abroad. The main reason people loved it was the backpack's wide opening—you could see everything at a glance, which made it especially popular with parents carrying lots of kids' stuff or students with lots to pack.

"As it gained recognition in Japan, the brand power grew, building a larger overseas following too. In Southeast Asia in particular, owning an Anello bag has become something of a status symbol, turning the brand into a household name."

By 2019—four years after the launch—they revamped the flagship Kuchigane Backpack from the CROSS BOTTLE series to enhance user experience.

First, they switched from polyester fabric to "REPREVE®"—a recycled material made from PET bottles.

This move was driven by the global push toward sustainability: "REPREVE®" not only has strict quality standards, but also clearly shows exactly how much recycled material goes into every item.

"When changing the fabric, we worked with manufacturers to produce a custom material with the same look and feel as the original polyester so that there wouldn't be a drastic shift in appearance.

"In terms of functionality, we added new features—like pockets for laptops, security pockets, side pockets, and a slot to attach the bag to a suitcase—to make it even more convenient. We also thickened the shoulder padding and adjusted the angle so it's more comfortable to carry."

Diverse Lineup of Items to Respond to Changing Needs

It's been 20 years since the birth of the brand, and users' demands for backpacks have diversified with each passing year. While aesthetics used to be prioritized in the past, more and more users are now also looking for functionality and ease of use.

Anello has adapted to these shifts, offering a broad lineup in addition to its signature framed mouth bags.

"With global warming bringing increasingly intense heat and the frequency of torrential rains—like sudden downpours—almost doubling compared to around 1980, we developed the 'NIMBUS' series, using water-resistant fabric so you can feel assured even in unexpected rainfall."

The standout feature of the NIMBUS series is that it boasts water resistance on par with outdoor tents. The high level of water resistance has been a frequent user request and has drawn considerable attention.

Furthermore, in May of this year, the "NEW STANDARD" series was introduced—packed with those “so glad it’s there” features such as ample pocket space, light weight, and water repellency on both sides. The line is also known for its fresh colors that lift your mood in summer.

As you can see, Anello offers a wide range of highly functional items to accommodate various needs—and most are affordably priced under 10,000 yen. Why are the prices kept so low?

"Because we've operated B2B businesses even before launching the brand, we've accumulated expertise and built strong factory relationships through manufacturing a variety of products. By leveraging this for process optimization and price negotiation, we've achieved this price range through countless small improvements."

With reasonable prices, customers can pick up a bag that fits their desired style and occasion. It’s clear the brand embodies its concept to the fullest.

Asked about future outlook, they said:

"Anello is celebrating its 20th anniversary this year, but we’re not complacent with our current product lineup. We’ll keep evolving and developing products to stay in step with the times and our customers’ needs.

"On top of that, we aim to carefully consider the customers’ usage scenes and continue creating bags that ‘propose a way of living.’"

Anello looks set to keep growing alongside users’ lifestyles—constantly evolving and contributing to the enrichment of their everyday lives. There’s no doubt that the "annual rings" marking each day for those who choose these bags will continue to grow, year after year.