Strike against Mass Production

This is probably a nightmare that every fashion school graduate has encountered: being fully inspired and having no trouble sketching out ideas, but then at the end, nothing concrete or worthwhile is produced. It might be due to the fact that division of labor is playing a role; the ability to produce a finished product all by one hand has become sacred but also unnecessary. In recent years, however, I have noticed that more and more emerging brands are pursuing independence, not only in their spirit and designs, but also through their ambition to get involved in the production process. I consider that to be a strike against the normal mode of mass production.

JOSHU+VELA is a San Francisco-based bag company that specializes in canvas. The founder, Noah Guy, has been a bag designer since 2001. He previously worked for Levis and The North Face, and eventually launched his own brand in 2010. JOSHU+VELA stands out in the market, not only because of their remarkable ideas and inspiration, but also for their devotion to making things happen with their own hands. According to their website, they even have their own production machines. And if you have the opportunity to visit their physical store in San Francisco, you will be able to witness the daily operations of their workshop and see with your own eyes how a bag is sewn together by their craftspeople with needle and thread. The workshop tour in JOSHU+VELA is one of the very few one-stop experiences that allows you to witness the entire production process from start to finish.

There is a wide range of canvas products by JOSHU+VELA including day-to-day backpacks, totes, and large-capacity travel bags. Design-wise, every detail on a JOSHU+VELA product is meant for functionality without unnecessary decorations. Take their “Zip Backpack” as an example. The bag is a simplified yet improved version of a classic backpack from the 1980s. Both canvas and leather are used to create a much sturdier body, while at the same time, giving a visually tasteful look. Another example is the “Duffle” series which borrows from the commonly-seen cylindrical shape. The series comes with no decorative components, with only leather and colored canvas ribbons being used bringing a simple and sophisticated charm.

The most interesting product of them all goes to the “Utility Tote.” Inspired by the American electrician’s tool bag, the tote comes with six pockets that can carry almost every single item you need in your daily life. What if you don’t really need to use all those pockets? The solution is ready for you on JOSHU+VELA’s website, “When it’s time for celebration, the four larger pockets can each accommodate a bottle of wine or champagne!” The idea of an electrician turned party-goer? It definitely gives you an idea of the designer’s sense of humor.