The resulting design was driven by several key principles: durability, comfort, and sustainability. Durability was achieved through ongoing designing and testing in order to optimise the shape and form; the corner curvature designed precisely to exude a soft feel while providing indestructible corners. We recessed aluminium bumpers into the corners, where most dents occur, and moulded in a statement “horizon line” through the centre of the body to bring structural integrity and an identifiable language to the body. Each component of the product was designed to enhance user comfort; the carry handles were sculpted through several rounds of ergonomic studies and tests, and a telescopic, retractable handle at the rear allows users to adjust the height as needed. In observing the needs of modern travellers, we integrated a rechargeable battery into the rear of the suitcase to allow users to charge their devices on the go. In a product category where most items are thrown out after 2 years, July luggage is designed to last a lifetime, constructed out of high-density German polycarbonate.