






A Disruptive Category Leader
Away is a first mover and pioneer in the luggage market known for its stylish, colorful and functional hardshell suitcases. When Away launched in 2015, the brand was intentionally built from the lens of lifestyle vs product-centric, unlike much of the category.
“To know Away is to love it. And the cult-classic brand has officially expanded its offerings”
Time to Grow the Offering
But after nine years, the brand needed to put a new spin on their original cult classics and shift to offering both soft-luggage with those same horizontal lines in addition to their well-recognizable hard-shell pieces. While Away has cornered the hard-shell luggage market, at the end of the day, some people still are soft luggage people ©.
Defining a Softer Side
To welcome these consumers into the Away family, the team launched the Softside campaign celebrating the other side of luggage, its travelers and a whole new side of Away.
After nine years in the luggage market, Away is finally tapping into their soft side.
Full 360 Campaign
The campaign centered around a hero film featuring New York familiar faces and celebrities, such as “Succession” actor Alan Ruck, comedians Megan Stalter and Ben Marshall, skateboarder Tyshawn Jones and art critic Jerry Staltz.
Since launch, over 50% of Softside sales have come from first-time Away customers.
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