Almost a decade after launching its enormously popular plastic carry-on suitcase, Away has just announced a completely new range of decidedly cuddly-looking luggage. The brand’s Softside suitcases have the same smooth wheels and tough zippers as their more rigid predecessors, which will remain available for purchase. Yet they’re constructed from flexible nylon instead of polycarbonate, representing a win for overpackers everywhere.
Squishy luggage may seem like a surprising move from the DTC travel brand which successfully lured millions of customers away from their dorky soft bags, but actually this announcement falls in line with wider industry trends. Away rival Dagne Dover launched soft suitcases earlier this month, and carry-on duffels and backpacks from outdoor brands like Cotopaxi and Patagonia have become increasingly popular over the past couple of years. To prove the point, a number of soft-suitcase-loving celebrities have been tapped to appear in Away’s campaign photos, including Megan Stalter, Alan Ruck, and New York Magazine’s own Jerry Saltz.
In general, there’s a strong, er, case to be made for soft luggage. It’s lightweight and expandable, easy to repair, and tends to feature external zippered compartments for quick access to items like passports and chargers. Next time you’re disembarking a plane, take a close look at the roller boards that flight attendants and pilots use — I guarantee you’ll see soft-sided cases.
That’s not to say that you should rush out to replace your beloved hard suitcase with a fabric one. Hard suitcases look sleeker and more professional, and they’ll also do a better job at protecting any breakable souvenirs you buy. They can be wiped clean, are somewhat bedbug resistant, and will slide easily into luggage sizers and overhead lockers. Even though a cracked shell is technically impossible to repair, we’ve been testing Away’s products for years and never encountered this issue.
It will take me a few months to properly test Away’s and Dagne Dover’s new suitcases, but I’m interested to see how they compare to those from legacy brands like Travelpro, which is known for making soft bags that are so repairable that they can theoretically last a lifetime. Travelpro’s suitcases are, of course, rather utilitarian-looking compared to these cute designs, which will definitely win more compliments at the departure gate.
Sadly, cuteness comes at a price. The smallest Softside Away carry-on is retailing at $225, which is $55 more than the comparable Travelpro Maxlite. And at $595, Dagne Dover’s smallest carry-on is almost as expensive as suitcases from luxury brands like Rimowa and Tumi.
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