After Tesla, the power of leather also convinces Telfar. The brand, which has also built its success with bags in next-gen material (its tote has been renamed “Bushwick Birkin”), launches the first leather bag. The goal is clear: to raise its positioning and wink at luxury consumers with decidedly more affordable prices. By La Conceria.

The arrival is being prepared

“Every aspect of this bag has been designed for the physical experience: to carry The Carry (pictured by BoF) you have to touch it, feel it and wear it” is Telfar’s position, reports Vogue Business, on its first leather bag. The model will launch in London, at the Selfridges corner shop, from September 30 to November 2. Telfar’s previous bags have all been made in “vegan leather”. But it’s not the first time ever that the brand has used real leather. In 2023, the brand launched a line of wallets in various colors.

The positioning

Why is the brand’s designer and founder, Telfar Clemens, starting to use real leather? “The Carry is Telfar’s answer to traditional luxury,” the brand explains. The leather product allows the brand to target a more upscale market. The leather bags ($400 to $960 depending on size) are priced at four times higher than Telfar’s traditional range, but are still much more affordable than the offerings of luxury labels. In addition to the new bag, Telfar is launching a 20-piece capsule in collaboration with Wilsons, including long skirts, jackets with detachable sleeves, a trench coat, skinny pants and shorts, Highsnobiety writes. The collection feels like a preview of Telfar’s next project. The leather items are accompanied by a selection of basics, described as a “sneak peek” at Telfar’s next collection.