Joh&co. is a lifestyle brand that attempt to redesign everyday objects from JOH’s point of view. From 2012 with Bag™ Original for editors, Joh&co. launched Duplex in 2014, followed by Ed Bag Cabinet and Block, and an upgraded version of Duplex.
Cabinet, a backpack JOH launched this year, sounds different at its very name.
We tend to choose backpacks when there’s a big load to carry, and choose sleek-looking briefcases, purses or clutch bags when we try to be stylish. Then what one would choose if they want something fashionable and functional as well? Can a backpack go well with a formal look as well as casual outfit? These questions made us think about the necessity for a new type of backpacks. We also thought about how to change the impression backpacks have; usually backpacks look too young, or contrarily, pretty old-fashioned. Joh&co. concluded that the most important function of a backpack is the storage. Therefore we made the inside of the Cabinet backpacks to be organized by the users of bags themselves, just as the interior of a building can be renewed and organized afterwards. Block, a sectional pouch sold separately, makes it possible to organize the inside room of Cabinet bag as you like, and keeps the balance of the bag with itself. The inside of a Block can be separated by detachable partitions to use it as a storage bag for a small camera or smart devices. Speaking of the appearance of the bag, Cabinet has an angular shape that have something to do with Nest Hotel with its slight distortion of convention, Glad Hotel with its perfectly trimmed modern exterior, and D Tower in Gwanghwamun with its harmonious presence in the heart of the city. The bag’s color options, neutral matte gray and black that go with urban landscape, are also inspired by architecture.
What were your questions when you designed Ed Bag Original?
Not only the Cabinet backpacks but all models of Ed Bags have started from the question ‘what are the suitable bags for creative workers?’ At first, Ed Bags had been designed for the creators including editors, architects, designers and so on, who carry so many items for working in various conditions. Bags for creators must be ones that go well with both formal and casual situations, and that has exceptional storage efficiency. The result of our consideration was the Ed Bag Original which combined the benefit of a shopper bag (rooms for storage) and of a briefcase (straight and neat design.)
Ed Bag Original is made of canvas fabric which is solid and enduring, and shows the tracks of time as you use the bag. We chose the cotton twill fabric used in making working clothes rather than in making bags, because the fabric is much solid and flexible. The strength of the fabric protects the bag from damage by handling. Also, the diagonal texture of the material goes well with solid tone colors.
The color options are varied, considering the variety of personality the creative people have. There are thirteen color choices of Sunflower Yellow, Cobalt blue, Tangerine Orange, Pistachio Green, Teal Blue, Sand Beige, Capa Red, Forest Green, Vino Brown, Iceberg Gray, Tan Brown, Indigo Navy, and Original Black. Not only the bag itself and handles but also the zipper and nylon threads used for stitching are harmonized in the same color tone after multiple color tests. The efforts for making the six fabric pieces of covers and linings for Ed Bag Original deserves the expression ‘original’: they are hand-made in Single-cut layered method in the original workshop of Joh&co. and put together without any use of glue. We stuck to this complex and time-consuming method just to produce the solid reversible bags.
Ed Bag Duplex is a transformable bag.
We focus on the creators who work across boundaries, have lots of business trips to local, or want to separate work from life. Sometimes they carry lots of items in one bag, then the bag has to be suitable for various situations. Therefore, we decided to make a bag that looks simple but transforms according to situations. While maintaining the capacity of Ed Bag Original, Ed Bag Duplex can also transform: you can separate or combine parts, or turn it inside out.
Ed Bag Duplex is suitable for both a formal business trip and a casual outing in shirt and jeans. The bag consists of separate tote and cross bags: you can wear it as a shoulder bag, tote bag or as a cross bag as you like. For example, you can put your laptop and documents for business in the cross bag part and your personal belongings in the tote bag part. When your office hour is over, you can separate the tote bag part for your evening out. We have assumed that the customer of this model would put a stress on having a natural silhouette in any situation. That’s why we used material for clothing to make the bag comfortable and fitted for various settings.
Ed Bag Original, Duplex and Cabinet have more pockets compared to usual bags.
The bags are for daily use; thus, we wanted to lessen the time for searching inside a messy bag. We made 13 pockets in/outside those bags to make it easier to find the contents of the bag. The pockets are in various sizes and shapes: there’s a room for 13-inch laptop in the center of the Duplex cross bag, and a unique back pocket in the Cabinet, which makes it possible to put things in/out while you’re still wearing the bag on your back.
Ed Bag is an answer to people who want to have a one bag for their lifestyles, rather than a bag for everybody.
A bag for your everyday life, for a very long time.
Market Bag, a result of the collaboration between Joh&co. and Second Kitchen, feels very different from other Ed Bags.
We thought about what would be the most suitable bag for our customers of Second Kitchen, the second restaurant of JOH: a bag suitable daily life, shopping and travel. For our wine-loving customers, it would be better if the bag has a room for wine bottles. These consideration resulted in our Market Bag, with pockets that can hold two bottles of wine, and the natural nylon material that protects itself from rain or stains. This is a light and solid product provided in entry-level price: our bag-making knowhow made it possible to launch a stylish canvas tote bag in lower price. Joh&co. is planning for our future collaborated projects with other brands.
Any future launching plans?
Joh&co. began with the JOH staffs’ awareness that there lacks a bag both stylish and functional. Ed Bag puts lifestyle before the design itself; our consideration on customers’ lifestyle is embodied in the functionality of the product with the simplest design. Creators in various fields including product designer, graphic designer, home fabric professionals, and architectural designers are collaborating to make our bags with the consideration on certain lifestyles in varied angles. We’re planning to extend our projects to product other than bags: currently we have plans for the wallets & accessories to suit our new lifestyle with smaller size of paper money and increased use of credit cards. We’re also planning for other lifestyle object such as home furnishing and items in living category. With these new items, we wish to embody our perspective in everyday objects and share them with more people.
