"My Logo" is a unique experience for our customers.

──How did you come up with the idea for "#NOLOGOMYLOGO"?

Valextra was founded in Milan, Italy in 1937 by master craftsman Giovanni Fontana, and has been bespoke (made-to-order) since its inception. When considering "how to convey that appeal to the modern age," the idea of graphic-focused bespoke watches with monograms covering the entire surface was conceived.

—What are your thoughts on the recent boom in luxury brand logos?

Logos are truly a global trend and boom, but I think the logo boom is "brands praising and celebrating themselves. Valextra has traditionally been a "no logo" brand, but we wanted to create a participatory "personal celebration." That's what the "unique experience" of creating a logo from the customer's initials is all about. We wanted to show the obvious: "It's not the bag that carries the customer, it's the customer that carries the bag."

──What kind of response have you received to the "#NOLOGOMYLOGO" promotion?

Since its launch at Milan Fashion Week in September of this year, we have received a great deal of positive feedback from our customers. Many people have embraced the idea of "#NOLOGOMYLOGO," and fashion magazine editors have commented that "having a #NOLOGOMYLOGO means you must have a strong personality and individuality. It is fitting for people with an independent spirit."


—The original logo, created by combining initials and three numbers, has a unique and exciting design.

"#NOLOGOMYLOGO" is based on typography reminiscent of graphics seen on the streets of London in the 90s. Combining the "S" and "F" from my name, I created my "#NOLOGOMYLOGO" bag using Valextra 's popular "Paspa Tote." The logo colors are black and blue, and the sides of the bag are also black to create a cohesive look. Isn't it a great bag?

──Finally, could you recommend a bag for men?

I highly recommend the "Mylogo Backpack," a new backpack created by integrating the very popular Mylogo Travel and Men's collections. It's a spacious and highly functional backpack, and my husband uses it all the time. Another recommendation is the "Large Tote Bag," an ultra-lightweight and versatile tote bag. Its large capacity and design make it very useful for things like going to the gym after work. I hope you all have a wonderful holiday season.

Event Information

Valextra Pop-up Store

□December 12th (Wednesday) - 31st (Monday)
□ Isetan Shinjuku Store, Men's Building 1st Floor = Promotion
*From Wednesday, December 12th to Sunday, December 23rd, a graphic designer will be visiting from Italy to create your initial design on the spot.
Order Details ■Price: Bags from ¥265,680, Small leather goods from ¥84,240 (both plus a design fee of ¥19,500)
■Delivery: 4 months later

Photo & Text: ISETAN MEN'S net

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 1st Floor = Men's Accessories
03-3352-1111 (main representative)