Design | Sieger by Souleway

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The new SIEGER by Souleway brand unveils a life-affirming and smart bags collection

Together with the Hamburg-based bags label Souleway, sieger design launched a new premium brand in spring 2024: SIEGER by Souleway. With four iconic formats and six extravagant designs, the collection offers plenty of variety. All the bags are highly versatile: you can take them to the shops, the gym or on holiday. So that wearers can keep enjoying their bags for a very long time, they’re responsibly handmade in Germany using high-quality canvas.

SIEGER, the premium brand of sieger design, is known for its exceptional designs, exclusive partnerships and love of life-affirming colours. Owners Christian and Michael Sieger work with selected manufacturing partners to realise their often highly unconventional ideas. The Hamburg-based bag label Souleway, founded by Flemming Kühl and Hagen Streit, shares the same commitment to high-quality, value-driven manufacturing. Souleway’s collections are handmade in Germany and live up to the highest standards of sustainability, thanks to locally based production and practices to minimise waste.

The new label SIEGER by Souleway blends the two brands’ expertise into a collection made with painstaking attention to detail – as can be witnessed in SIEGER’s extravagant designs and palpably felt in Souleway’s expert craftsmanship. At the heart of the collection is a universal tote bag in two sizes, supplemented by a spacious weekender and a compact, multifunctional utility bag. There’s a total of 32 bags to choose from, for which designer Michael Sieger created six striking designs: The Octopuses and The Sharks; two superheroes Glamour Girl and Marvellous Monkey; and two graphic motifs Star Explosion and The Wave.

The bags are made from water-repellent natural cotton, which makes them highly robust and durable. This also applies to the meticulously designed eyelets, snap hooks and zips. The bags also have a host of smart features and functions to make them reliable everyday companions. For example, the tote bags optionally come with an integrated utility bag that can be detached and used as a clutch. The utility bag can also be carried with a handle or worn as a cross-body bag using the supplied strap.

The bags’ high durability isn’t the only thing that makes the collection sustainable. Another is the efficient use of materials: for instance, the sewing patterns are arranged in a way that keeps waste to a minimum. To prevent overproduction, the bags are made in small batches – and it’s done at a studio located right next door to the Souleway offices, by a multinational team who enjoy fair working conditions. The locally based production means products only have to be transported a short distance to the main sales markets, which keeps carbon emissions low. All these things contribute to SIEGER by Souleway’s environmentally and socially responsible production.

Apart from product design, the sieger design team was also responsible for the fair stand design, press activities and the full spectrum of communication. To coincide with the market launch, for example, the product equipment for the bags, the packaging, product brochures and the web presence were created. The photo shoot was held at Harkotten Castle.

The SIEGER brand is known for exclusive collaborations, for instance, with Porzellanmanufaktur FÜRSTENBERG. Collections such as the MY CHINA! dinner service and the Sip of Gold champagne tumblers can be found in countless apartments, five-star hotels, restaurants, and luxury yachts across the globe.

You’ll find more information on SIEGER by Souleway here:

www.sieger-germany.com