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Published By Makes Futuristic Bags From Old Car Parts

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There’s a chemistry between the fashion and automotive industries. They can make for compelling collaborative partners, and both have to marry elements of function with convincing innovation in design. But a new brand, Christoph Tsetinis and Ruby Wallen’s Austrian label Published By, is drawing its inspiration and production methods from cars. In doing so, they are subverting tradition on every level imaginable?

Almost devoid of branding and ‘ordinary’ materials, Published By’s bags are as sculptural as they are stylish, drawing heavily from the automotive industry that inspires everything from the way they’re made to how they look. Nature also plays a big inspiration in shape — and is backed up by a commitment from the brand towards sustainable production practices. Acknowledging that the world doesn’t need ‘another’ small bag brand is another caveat that inspires Wallen and Tsetinis to continue to push the boundaries of product design. 

From learning more about how automotive industry production practices, materials, and methods are implemented into its bags, to understanding what Published By’s ethos and game plan is, this issue of What the Tech? sees HYPEBEAST speak with Tsetinis and Wallen to get to grips with the future of the bag industry.

HYPEBEAST: How much of your work is informed by traditional styles?

Christoph Tsetinis: I’m always inspired by traditional bags, I always say that you need to allow the customer to instill an idea of bags — there’s about 30% to 40% of a normal bag inside our product [design]. In terms of how we create it, we’re inspired by Italian and French craftsmanship, so we always think about how to give people luxury, based on the same framework, only we’re moving on to do our own thing. 

Ruby Wallen: Before Published By started, Christoph has a bag brand that was classical with a few twists. We went to Paris and showed that, but we knew the world didn’t need another little bag brand. We took the next step, and as Christoph’s family is in the automotive industry, we went through those processes and applied them to [Published By]. Ruby’s Lost Stone was our first bag, our very first version was just one layer. We knew we had to develop it further while using technology native to [automotive], but keeping it familiar to the customer, like a nice sound when it closes or a frame on the inside. To compare, today’s Ruby’s Lost Stone bag has a nice closing sound.

While the automotive industry plays a big role in your production process, are there any traditional techniques that you adhere to as well?

Ruby Wallen: During the design process, Chris starts with sketching, and then he will make the model. But we make the model on the computer, and by the time he’s made it it’s completely ready for production. That’s the point when we show it to buyers, before we produce our physical sample, so we can make sure they like the shape, color, this and that, and if we get feedback then we can change it at that point.

How exactly does the automotive industry influence Published By?

Christoph Tsetinis: We design more of an airplane than we do a bag. All our tools are basically the tools that the car industry or boat industry uses, or the same that Boeing uses for their planes. These tools allow us to be super precise right from the beginning, while processes like injection molding is routed in the car industry. 

When we went to producers in Italy and Spain and showed them what we do, they said they had no clue how to do it. What we do is that we take and look at industries from different directions and push them into our products. Everything we do has been used by the car industry. 

Ruby Wallen: On one hand we have the approach; the way the automotive industry designs products, every time a car part is designed it’s born in the digital department, but more literally for us, our bags feature a plastic on the inside that’s made from scrapped plastic from the automotive industry that’s been melted down, and reformed into the shape of our bag. 



Read More: Published By Makes Futuristic Bags From Old Car Parts

2021-10-15 13:00:39

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