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"WHITEÂGE," a Bag that Transcends the Boundary Between People & Products as if It's Part of You
In recent years, lifestyle has undergone significant changes. Various items and matters have been updated. Amidst this, I would like to turn the spotlight on the bag brand "WHITEÂGE."
Upon learning about the features and performance of WHITEÂGE items, one realizes that even daily bags are evolving along with the times. This time, I will delve into an in-depth conversation with designer Keiji Ogawa, discussing the brand concept and introducing some items.
A New Lifestyle Bag that Makes On & Off a Seamless Experience
"The brand was launched in October 2023. Saks Fifth Avenue Holdings approached us with the idea of wanting to create a new brand with a taste unlike anything seen before, and we've worked together from the concept creation phase, marking the beginning of WHITEÂGE."By combining my experience in the fashion industry, my perspective as a UI/UX designer［1］, and the insights and background of someone who has touched more bags than anyone else as a professional at Saks Fifth Avenue, I felt we could create a truly unique bag.
"With recent changes in work styles and lifestyles, there are many people who carry a PC in their backpacks nowadays. As work and play, on and off have become incredibly seamless, the direction to create bags that accommodate this became clear.
"The origin of the brand name WHITEÂGE comes from the word 'white,' which represents the color of beginnings and evokes a sense of 'newness' and 'nothingness,' symbolizing eternity, purity, cleanliness, holiness, and hope.
"Meanwhile, 'ÂGE' is derived from the French word for age, meaning era or evolution. The combination of these two words resulted in the name WHITEÂGE."
Intuitive Design
Having discussed the origin of the brand, let's delve into the design work we initially tackled."The items I create must be bags that attract people who are particular about design, as well as those who love fashion. They should also showcase a strong, distinctive feature.
"Thus, I embarked on a theme of merging fashion with functionality. Specifically, I considered integrating UI/UX design［1］ concepts into bag design.
"For instance, the introduction of the iPhone dramatically transformed the world. With improved convenience and intuitive operation, I aimed to create a bag with similar functionalities that makes it feel like 'a part of you,' which became a guiding keyword for our designs.
"First, I would like to introduce the 'GEX' collection. Among the various items available, I will highlight three: the 'GEX Backpack,' 'GEX Daypack,' and 'GEX Shoulder Bag' to detail their features."
Image center: GEX Backpack M, 33,000 yen (tax included) *Available in L size
Image right: GEX Shoulder Bag L, 18,700 yen (tax included) *Available in M size
"The prototypes for the backpacks and daypacks are based on simple, classic designs. A notable feature is the 'Utility Pocket,' equipped with zippers on both sides. This design is common to most WHITEÂGE bags and allows access from either side, making it user-friendly for both right and left-handed individuals.
"Moreover, the zipper pull is looped for intuitive use. The pocket is designed for frequently accessed items such as smartphones or headphones, making it convenient when carrying a backpack in front on a train when one can only use one hand. This feature was conceived from the approach of 'designing experience' in UI/UX design, making it an iconic aspect of the brand.
"The material used is 'CORDURA® fabric 1000,' a nylon renowned for its durability and tear resistance, strong against wear and fraying, embodying both functionality and fashion appeal.
"Furthermore, WHITEÂGE's standout feature is the 'MIYAVIE' technology integrated into the shoulder pads, which reduces weight. I will elaborate on this later."
The Next Generation Bag Changed by "MIYAVIE"
Let's delve into the defining feature of WHITEÂGE, known as "MIYAVIE.""This 'MIYAVIE' is a polyethylene resin material with a 3D mesh spring structure that reduces the weight of the load.
"Originally, it was not used as a shoulder pad for bags but was part of bedding like mattresses. We thinned it, increased its density, and repeatedly tested its shape and internal methods before incorporating it into the bag.
"With the pressure distribution effect of MIYAVIE, the weight of the load is dispersed, reducing the strain on the body. It is also resistant to mold and bacteria, making it hygienic for use.
"While shoulder pads are typically made of materials like urethane, MIYAVIE offers durability compared to other materials. You hardly feel its weight, and the sensation can make the bag feel like 'a part of you,' which is an experience this material provides."
A New Collection Called "MOD. NAVY"
Let's also look at the collection titled "MOD. NAVY," which was released by WHITEÂGE at the end of October last year.
"The 'MOD. NAVY' collection reconstructs bags by combining the spirit represented by the color navy and the design/functionality of uniforms with advanced technology.
"Incorporating specifications similar to the GEX collection, the design of the bags draws inspiration from uniforms of the 1990s and 2000s, including French police jackets and Royal Navy wet weather jackets.
"The materials used in uniforms designed for harsh conditions and their high specifications are reflected in the design. For instance, some details conceal the word 'POLICE' of the French police jackets, and we utilize a high-function material called 'Sympatex®,' developed by the German company Sympatex, which is waterproof and breathable.
"From this collection, we have released the 'Messenger Bag,' 'Daypack,' and 'Shoulder Bag.'"
Image center: MOD.NAVY Messenger Bag L, 37,400 yen (tax included)
Image right: MOD.NAVY Shoulder Bag L, 20,350 yen (tax included) *Other sizes S and M available
When working on bag design, there is a common tendency to aim for lightweight bags. However, in that case, the advantage of being a "light bag" is lost when heavy items are placed inside.
Instead, WHITEÂGE’s originality lies in focusing on how to alleviate the burden of heavy items.
In the near future, WHITEÂGE will surely become a leader in the technology of bag making.
［1］UI/UX Design: The act of designing the experience a user gets when using a product or service. "UI (User Interface)" refers to the point of contact between the user and the product/service, while "UX (User Experience)" refers to the experiences that users can gain.
PROFILE
Keiji Ogawa
WHITEÂGE Designer
From 1998 to 2014, he gained 15 years of experience in sales, marketing, and MD at Comme des Garçons, and then became independent.
From 2014 to present, he has worked on designs for multiple brands centered around fashion.
Utilizing his additional experience as a web director, UI/UX designer, and engineer, he engages in branding and product development from both physical and digital domains.
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