Airport chic is taking off. On social media, influencers post videos of their departure lounge-wear, while brands vye for air space. Amidst this viral trend, Hong Kong tech accessories company Casetify has landed a rare niche in the market: coordinated suitcases.
The push into travel wear comes from the recent experience of Casetify co-founder and CEO Wes Ng at a baggage carousel in Tokyo—and his broken luggage. After a decade of protecting phones through our cases, Ng says he knew they could make “better, more durable suitcases.”
Upon sharing his frustration with his design team, the company decided to bring its drop-proof technology and stylish design to the sector. Hence, the launch of its made-to-last luggage in bold, striking colors with two bespoke fonts and a campaign fronted by the stylist and writer Michelle Li.
With the drop, Ng’s company is looking to tap a market valued at $81.5 billion in 2023 and predicted to grow by a CAGR of 7.7% from 2024 to 2033. This is especially timely given China’s gradual return to travel post-COVID—especially among the younger generation—mixed with a surge in demand for customization (from greeting cards to trips), bespoke experiences, and the charms and maximalism craze.
Ng’s success lies in its ability to harness this uptick, quickly adapt to consumer fads. Across the company’s 50 retail shops, Casetify Studio offers a visual retail service whereby shoppers can customize their accessories on the spot. This personalization is being rolled out with a new store in Seoul, South Korea, which opened last month.
The new 5-story Casetify flagship store in Seoul is designed by Crosby Studios
Courtesy Casetify
Designed by Crosby Studios—known for projects with players like Dover Street Market Paris, Opening Ceremony, H&M, and Amina Muaddi—it spans 5 immersive floors and cements Casetify’s recent shift into the fashion and lifestyle space. The second floor debuts the luggage launch as well as a curated selection of tech accessories—earbud cases, laptop sleeves—and a dedicated space for travel and lifestyle products. Meanwhile, the third floor offers a complete customization experience, with exclusive fonts, charm keychains, and a dedicated printing room for on-the-spot personalization. Visitors can also experience a cafe with a unique Dosan menu and cakes decorated with edible, customizable designs inspired by charm keychains.
“It’s wild to think back on our journey – from our early Instagram roots where people were just starting to express themselves through our designs, to collaborating with a diverse range of brands, including Thom Browne,” says Ng. While the leather iPhone case with the avant-garde Browne might be sold out, the lines still include limited mirror cases and chargers with forward-thinking Korean labels such as Matin Kim.
In October, this expansion into fashion included a partnership with independent Chinese fashion designer Caroline Hu. Appearing on Reverie by Caroline Hu’s Spring Summer 25 runway, the mini capsule features two products: a model showcased the floral phone case and an oversized bow mobile phone grip stand complimenting Caroline’s signature romantic dresses.
Casetify’s collaboration with designer Caroline Hu saw it tap the Chinese star’s floral sensibility for the runway
Courtesy Casetify
This was followed by the launch of a new collection with Korean fashion label Mardi Mercredi in November as part of its Co-Lab program—known for tapping top artists, big celebrities, and creatives. The line-up, available at the new Dosan store, features a selection of accessories adorned with Mardi Mercredi’s signature flower graphics as well as its new dachshund design, Ddanji by the artist Kwon Chul Hwa.
The luggage is available online in the US and Korean regions as well as exclusively in-store at the new Dosan Flagship. Ng, who is prioritizing the expansion of the Travel category into 2025 adds: “I still remember our excitement when we first designed for Vetements. That same energy fuels all our work, from fashion collaborations to our new customizable luggage.”