The new Telfar bag will be made with real leather

Like a bolt out of the blue, the famous American brand known for the “Brooklyn Birkin” has decided to revolutionize its heritage nearly 20 years after its founding by launching its first leather bag. Telfar, an independent brand founded in 2005 and famous for its vegan leather tote bags, has opened a new chapter in its history by introducing the “The Carry” bag and launching a new pop-up in London. Despite the change in material, the new bag remains stylistically similar to the original tote bag. The differences lie in the size of the bag and the shoulder strap, both larger than the previous version. The price has also increased (from the original $150 to the current price of $960 for the larger version), a significant change especially when compared to their original brand statement: “Bags for Everyone”.

As stated by the brand, “The Carry” represents Telfar's response to traditional luxury. In an increasingly unstable luxury market, this move could play a crucial role in the brand's future, which has built its reputation primarily among Gen-Z. Telfar continues to focus on an androgynous design, aiming to attract an audience that values both quality and craftsmanship behind each piece. The brand justified the price increase, highlighting that, «although these prices are more than four times higher than our traditional line, they are ten times lower than comparable bags, and we welcome any comparison». With “The Carry,” Telfar seems to be distancing itself from its most fervent fanbase, primarily composed of young New Yorkers from Gen-Z, as the new bag will not be available through the usual “drops” on Telfar's official website but exclusively at the London pop-up store. This marks a clear repositioning of the brand, as it seeks to move beyond the American "bubble" where it has been deeply rooted over the years. The pop-up will be located at Selfridges, one of the world's most renowned department stores, allowing the brand to target a much broader audience than the typical “fashion-person” of the moment. In an interview with Vogue Business, the brand stated: «The new bag is not made for Instagram. It shouldn’t sell out in two minutes. You shouldn’t buy it from a photo: every aspect of this bag is designed for a physical experience. To carry The Carry, you need to touch it, feel it, and wear it. That’s why we’re opening a store.»

Despite the ironic marketing and subtle jabs at the criticisms received over the years, the announcement of the new bag has been very well received on social media. Many users have stated that the high price is justified by the product's quality and uniqueness, with some seeing this launch as an opportunity for Telfar, an independent and black-owned brand, to reclaim that slice of the luxury market that other brands have monopolized by copying the iconic design but using real leather. If Telfar manages to seize this opportunity, it could create a new it-bag, following in the footsteps of its iconic tote bag.