Tumi, at 50, marks a legacy of crafting iconic bags loved by global travellers

In celebration of its golden anniversary, international travel and lifestyle brand Tumi has launched its “Made for You Since 1975” campaign, honouring 50 years of innovation and customer-inspired design. The campaign, expertly photographed by Christopher Anderson and directed by Nim Kyong Ran, offers a compelling narrative highlighting the intimate relationship between Tumi’s iconic products and their owners.

Shot against the vibrant backdrop of Lisbon, Portugal, the campaign film presents a diverse cast representing different lifestyles. Each is seamlessly integrated with Tumi’s enduring product lines, such as Alpha, Voyageur, and 19 Degree.

These collections — longstanding favourites among loyal customers — showcase Tumi’s unwavering dedication to durability, functionality, and timeless elegance.

“For our golden anniversary, we wanted to honour the core collections that have been the cornerstone of the Tumi brand — crafted with the intent of perfecting our customers’ journey,” said creative director Victor Sanz. “These collections resonate deeply with our community because they’ve continually evolved with their needs and aspirations.”

The celebration simultaneously reflects on past achievements and anticipates future innovations, reaffirming Tumi’s commitment to elevating travel and lifestyle experiences.

The campaign prominently features standout products such as the Alpha International Dual Access Carry-On, renowned for its clever organisation and user-friendly design, suited for frequent travellers who value efficiency and reliability. Equally highlighted is the sophisticated yet practical Voyageur Celina Backpack, favoured for its adaptability across workdays, weekends, or extended travels, and the distinctive 19 Degree Aluminum International Carry-On, blending contemporary aesthetics with rugged durability.

Andrew Dawson, president of Tumi, emphasised the brand’s ongoing dedication to its customers: “Whether a day trip to the city or a flight around the world, we aim to perfect every journey. Our strength is our people; we are entrepreneurial and passionate about what we do.”

He underlined Tumi’s consistent pursuit of innovation, driven by customer needs, evolving travel trends, and the integration of cutting-edge materials and design technology.

In addition to product innovation, Tumi has continually invested in sustainability and community engagement initiatives, reinforcing its role as a socially responsible and forward-thinking brand. With over 300 retail stores globally, Tumi remains a preferred brand for travellers and creatives worldwide.

Celebrations throughout the year will feature special product launches and collaborations, engaging Global Ambassadors and brand advocates who embody Tumi’s vision and spirit.

Since its inception in 1975, Tumi has crafted premium business, travel, and performance essentials, blending functionality with thoughtful design. The “Made for You Since 197” campaign thus stands as a testament to the brand’s legacy and its forward-looking journey toward sustained excellence and innovation, further deepening its connection with customers around the globe.

You can buy Tumi bags and luggage from the Tumi official store.

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