A New Standard From Lifestyle Brand ATTITU

“Make 'no right answer' the new standard.” Embracing this concept, the lifestyle brand ATTITU offers products that perfectly suit today's generation, unbound by traditional values and driven by essential, modern thinking.

Launched in 2024 and backed by the high quality cultivated by Tsuchiya Kaban Seizousho, it's a lifestyle brand designed to reflect the values of the next generation.

We sat down with Kohei Takehara, the Brand Director of ATTITU, to discuss the brand's origin story and its exciting new products.

ATTITU: Born from the Quest for Tsuchiya Kaban Seizousho's Future

Tsuchiya Kaban Seizousho is one of Japan's most distinguished heritage bag makers. As the company looked toward its future, ATTITU was conceived as a new brand, launching after a year and a half of preparation.

“Until now, our focus has been primarily on leather bags,” explains Takehara. “While that remains a crucial part of our identity, as we considered the future of Tsuchiya Kaban Seizousho and took a broader look at the world's demand for bags, we realized it's not all about leather.”

“Furthermore, while our company, including our own factories, has been committed to being 'Made in Japan,' the number of domestic bag factories is declining. With challenges like succession planning, we see potential hurdles ahead.”

“As we envisioned our future growth as a brand, we anticipated that relying solely on a Japanese supply chain would become difficult. That's what prompted us to start looking outward.”

“Nylon bags have always had a market, but we felt demand surged even more with the lifestyle shifts after the COVID-19 pandemic. So, we launched ATTITU as our next big challenge.”

“Instead of sticking to our existing factory network, we're forging new partnerships with factories both in Japan and overseas.”

“We're proud of our company's world-class artisans, but we also believe that to reach the next level, there's a lot to learn from the resources of others.”

“Another key factor is our target audience. We designed ATTITU to appeal to a broad, younger demographic.”

The Concept: “Make 'No Right Answer' the New Standard”

We also asked Takehara about the brand's core concept and the origin of its name.

“We live in an age of information overload, where what seems like the 'right answer' is constantly being shared on social media. I think the younger generation, who grew up immersed in this world, often feels pressure to make 'safe choices' to avoid messing up. But the truth is, there's no single right answer when it comes to lifestyle or life itself.”

“Our concept is about championing those who find their own version of 'right' and value their individuality. That's the kind of person we want to support.”

“The name ATTITU is a play on the word 'attitude.' It reflects our commitment to being a brand that cherishes a positive mindset and forward-thinking approach.”

The Brand's Signature: “NYLON BACKPACK L 001”

The brand launched with a lineup of five to six styles and has since expanded to about ten. Now, let's take a look at one of the brand's signature items.

“Our expertise in crafting bags that are carried on the back, like our iconic randoseru school bags, is one of our greatest strengths. A perfect example of how we're evolving that technology is the 'NYLON BACKPACK L 001.'”

“We designed it to be generously oversized. It's not just about the large capacity; we've positioned it as our signature model because it perfectly complements contemporary fashion. For a casual feel, we chose CORDURA® Fabric, renowned for its water repellency and durability.”

“We were also meticulous about the overall silhouette. It has a deep gusset, which allows the bag to drape naturally when you fill it. With wide-fit clothing being so popular, we think a bag with a complementary shape creates a more beautiful, balanced look.”

“As a nod to our Tsuchiya Kaban Seizousho heritage, we've incorporated leather accents in key areas. Functionally, it's equipped with side pockets, a laptop sleeve, a mesh pocket for gadgets, and a pass-through strap on the back to secure it to a carry-on suitcase.”

ATTITU's Signature Materials: Nylon and Tech Leather

ATTITU's collection is built around two main materials: nylon and "tech leather." We were introduced to the "NYLON×LEATHER BACKPACK SF M 010," a model that showcases both.

"This model uses an exceptionally thin leather. It's a material from ecco leather called 'BLADE NEO FSDX.' By bonding a sheet to the back of leather that's been shaved thinner than what's typically used for bags, we've managed to make it both lightweight and water-repellent. This is what we call 'tech leather.'

"This tech leather is combined with CORDURA® Fabric in this backpack. This model was created as a revival, based on an item from the TSUCHIYA KABAN™ archives.

"The striking buckle is from Trimmers, and the bag has a drawstring rucksack design. A zipper on the side allows access to the main compartment, while another zipper opens to a pocket. The interior is equipped with a laptop sleeve and mesh pockets, and the back also features a luggage pass-through strap."

ATTITU as a Lifestyle Brand

As mentioned earlier, ATTITU is not just a bag company but is being developed as a full-fledged lifestyle brand.

Other popular items featuring the tech leather include the "LEATHER PHONE CROSSBODY 014" and the "Leather Watch Band for Apple Watch (NATO Type)."

Furthermore, the brand has started to roll out a new line of shoes.

"These shoes feature a combination of leather and mesh with a chunky Vibram sole. They offer excellent cushioning and are designed to feel like a hybrid between a sneaker and a sandal.

"The soft construction, which omits a rigid heel counter, ensures a light and comfortable fit, while the mesh design allows them to be worn barefoot. For a more polished look, you can pair them with black socks to create a sneaker-like appearance.

"Packing multiple pairs of shoes for a trip can be a hassle, so we designed this single pair to be versatile enough for a variety of situations."

Flagship Store Opens in Kamakura in April 2024

On April 4, 2024, ATTITU's flagship store, "ATTITU Kamakura," opened its doors. We spoke with them about the new location.

"We currently offer about 10 models, and we're grateful that some are already selling out. To create a place where people can fully experience the brand's world, we decided to renovate the second floor of the TSUCHIYA KABAN Kamakura store and open it as our flagship.

"It's not a large area, but we've placed a workbench-style table in the center of the store, creating a space themed around a fictional art director's office.

"It's a space that embodies the story of traveling the world, gathering ideas and knowledge, and channeling them into our products."

The keywords of business and travel are deeply intertwined with ATTITU's products. The brand's unique identity lies in offering items that become trusted companions on your journeys, helping you bring inspiration from various places back into your daily life.

While incorporating high-performance materials like CORDURA® Fabric, tech leather, and Vibram soles, the designs remain authentic, showcasing the signature Tsuchiya Kaban touch.

By fusing modern technology with a deep respect for beloved, time-honored bags and products, ATTITU is forging a new standard for the lifestyles of tomorrow.