The idea for July emerged from growing frustrations about the luggage available to customers. Co-founder and chief brand officer Athan Didaskalou explains he was disappointed to discover that the luggage industry is ‘focused on making products as cheap as possible, often with confusing options’ that left buyers with wobbly bags that only lasted for one trip.
After reading through over 4,000 luggage reviews (that is real commitment to research!), Athan and business partner Richard Li saw an opportunity to create a new option for customers – in between cheap single-use travel accessories, and expensive luxury items. July was born, with the idea of giving ‘people of all economic situations the opportunity to own luggage that lasts a lifetime’.
The luggage is designed in collaboration with the One Design Office in Cremorne, and quality, usability and durability inform every decision – they offer 100-day trials and a lifetime warranty! Athan highlights that when they were unable to find wheels with a smooth enough roll – they partnered with a ‘best-in-class manufacturing facility in China and recreated our own wheels’. The Carry On also features a major-airline-approved ejectable battery that can charge your phone and laptop.
As the brand gets ready to launch their store in Melbourne’s Emporium, and are creating new packing cell soft accessories – they have also worked with TDF alumni stylist Nat Turnbull and photographer Daniel Heramnn-Zoll to show off their luggage in style. Their shoot was informed by connection between travel and movement, but ‘without being too obvious,’ tells Athan. The styling transforms items that you would ‘traditionally fold and pack’ into having a gentle sculptural sense of movement.
Athan concludes by enthusing that ‘through July, we hope to take a piece of Melbourne out into the world.’ For your own chance to roll a piece of locally-designed, hand-monogrammed luggage through your next travel destination, see below!