Away luggage launched a new line of bags for tweens and teens. Since the brand’s original Millennial audience has grown up, Away is looking to capture another gen with a new collection of Gen Alpha-geared travel and daily bags called “In-Between.” The launch is part of Away’s effort to maintain relevance with the next gens, which includes many of their initial target audience’s kids. The brand introduced purple and blue versions of its classic carry-on, plus a tote and backpack that are machine washable, water repellent, and have laptop sleeves and internal organization pockets for school. Away also launched a transparent backpack made for schools with clear-bag rules. To support the line, Away has made an effort to embrace young people’s affinity for going to the mall by placing its bags at retailers where parents commonly shop for their kids, like Dick’s Sporting Goods and Nordstrom. (Fast Company)
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