AWAY, a direct-to-consumer luggage brand founded by two former Warby Parker executives is the newest in a slew of companies founded on the direct-to-consumer model. The brand boasts “first class luggage at coach prices,” but isn’t looking to sacrifice quality in lieu of the lowest possible price point. With that mantra in mind, AWAY’s first product — a carryon — is the perfect modern travel partner. Furnished with a patent-pending compression system and a portable charger built in under the handle, the suitcase it makes it possible for even the most cluttered packer fly light.
The NoHo location for AWAY’s concept store is divided into two sections, each featuring items from both of the brand’s main influences: Japan and Sweden. Centered around the brand’s inaugural carryon, the store offers products curated by the brand itself. These include everything from foldable paper bowls on one side, to canned Swedish air ($8) on the other. Well-lit and quaint, the store is perfect for a pre-flight check in. That is, if your in-flight essentials include a luxury yoga mat or a china chopstick dish.
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