Losing the Thread - When a Brand Evolves but the Connection Doesn’t
Bagging For Business #7
Ever had a brand you really loved… until you didn’t? In this newsletter, I dive into my long relationship with QWSTION—what drew me in, what made me stay, and why I started pulling away.
As a result: How a brand’s evolution helped me sharpen my own.
Back in 2015 I discovered QWSTION.
I needed a new backpack, and researched for ages. The „Backpack“ in Organic Jet Black (link to this) hits all the right notes, and I was sold by this photo:
In 2008 QWSTION even defined their mission statement around that design:
"What would a backpack look like that bridges the gap between fashion and function? We were searching for something sustainably made, that could do just as well while cycling to the studio as in a business meeting. Because nothing out there offered the versatility we were looking for, we decided to do it ourselves.“
And boy, did I use this thing. I loved it. The leather-like haptics of the coated cotton canvas, the feel of the cotton lining embracing my belongings, the hardware, though off-the-shelf, functioned seamlessly. The twist-lock closure was particularly satisfying, offering both security and a tactile pleasure. However, the zippers, while initially reliable, eventually succumbed to daily wear after eight years.
To this day, I haven’t found a backpack that feels so right—especially on my back. It‘s not because of some fancy padding or ergonomically shaped strap design. QWSTION nailed the balance between dimensional stability and softness. It’s hard to describe— but the whole backpack hugs you somehow.
And it got better over time. The natural materials age nicely, not just visually, I suspect that the fit evolved because my body shaped the material ever so slightly. A very unique quality cotton has.
The Shift
Cue some Hans Zimmer!
„Introducing Bananatex! A material that’s engineered to be the future, derived from the Abacá plant, boasts a silky yet firm texture, offering durability without compromising on environmental responsibility.“
Now QWSTION is going full throttle, I thought when the news broke. I was impressed.
Immediately I ordered the 2021 Roll Pack.
Hit it Hans!
„A backpack that doesn’t just hold your belongings, but holds a philosophy.“
Well yeah—let‘s cut the drama.
I’m honest with you, I wanted to love it, and a bit I do because Bananatex is a marvel, proving that natural materials can outperform synthetics. But every time I use it, I feel like I’m working against the bag instead of the bag working for me.
"Spending time with the QWSTION bags I notice that the simplicity of the design does sacrifice some ease-of-use. There is a level of forethought required to pack and use the bags which I’m comfortable with only because I understand the thought behind the design. (…)" - Carryology
There are moments when a brand you’ve cherished takes a bold leap, redefining its essence. QWSTION evolves to full circular design prioritizing minimalism, zero-waste patterns from a revolutionary material.
But for the sake of reduction, they now rely on a single hook/ring combination for everything. They‘re are a pain in the ass—hard to open, wearing down the materials over time, and paradoxically (in some configurations, like the top handle) coming loose on their own.
And that undyed metal zipper on the side? It‘s supposed to offer quick access to the bag‘s interior—a necessity because undoing the roll-top every time would drive me insane. But the placement means that if your bag is fully loaded, you have to force your hand inside, scraping against metal. A design detail that’s beautiful in theory but brutal in practice.
These aren’t just nitpicks. They shape how I feel about the bag. The 2015 model disappeared into my routine. Yes, the 2021 model demands my attention, but not in a good way.
„(cont’d) Ultimately, given QWSTION’s clear dedication to sustainability and commitment to balanced design over pure functionality, I can’t help but think that the brand’s name is directed at us, the customer, as a challenge to ‘question’ our own choices and to look more deeply into the things we buy.“ - Carryology
Hmm…
The Price of Innovation
200 EUR I paid 2015
300 EUR in 2021.
Now, the Roll Pack costs nearly 400 EUR.
I get it. The supply chain is tighter. Sustainability isn’t cheap. The world rages! But does the price reflect the innovation, or is it just good business?
QWSTION remains a private company, so there’s no clear revenue picture. Some sources say they make under $1 million a year. Others claim it’s closer to $25 million.
Here’s the irony: for all its sustainability, my 2021 Roll Pack doesn’t feel like something I’ll keep forever.
I use it. I respect it. But if I find something better, I’ll move on.
That’s not sustainable.
What’s clear is that their open-source approach to distributing Bananatex has changed the game. Balenciaga, Stella McCartney, COS—luxury brands are adopting it, reinforcing its credibility. QWSTION has become an industry disruptor—not just a sustainable alternative, and less a brand prioritizing bags. They are a lecture for full transparency, showing the entire supply chain, including farming practices, moving towards a completely circular economy, aiming for products that return to nature without waste.
Returning to nature very quick.
Reflection for Geist
I think back to my own design philosophy. What makes an object stay? Not just physically, but emotionally? What makes us reach for the same bag day after day, year after year, even when newer, shinier options exist?
It’s not just durability. It’s attachment.
People don’t hold onto things just because they last. They hold onto them because they mean something—because they deliver in multiple ways. Because the object understands the user, rather than demanding to be understood.
QWSTION’s early bags had that. A subtle, thoughtful balance between utility and comfort, between function and feeling. I like spending time with that bag.
I want that for Geist.
Still, QWSTION’s current storytelling around circular design is a masterclass in how to communicate with clarity. While the 2015 bag needed hundred words to communicate its value, the 2021 only needs a few.
If Geist manages to be precise in communication and deliver on multiple levels to create a relationship, I should be fine.
Plot Twist
They recently introduced the original backpack made from Bananatex! Yes, they listened!
But did they really? This little detail makes me suspicious:
The shoulder straps look thinner, and the mounting has been simplified. That definitely reduces comfort.
Make up your own mind…
I‘m not buying.
What do you think? Any similar stories you want to share?
Very good observations and thoughts, Matze. Totally in line with your findings.
Keep pushin‘ 😎