Like any design process, the development of the concept itself for the Evo range took months, from research and sampling to discussions with manufacturers, as well as testing, identifying any weaknesses, adapting to strengthen those and more.
“It’s a lot of back and forward,” says John. “We were learning about the science of magnets, and then we were teaching the supplier about magnets so they could better inform their search for our requests.
“Everything we develop is in partnership with a manufacturer so we need them to be fully on board with what our thinking is with a product. We need to know the strength of those magnets, their functionality, how that will impact the manufacturing of them.”
Additionally, finding the right fabric took time. “We wanted to move away from plain black. We found a textured fabric look we liked, but it needed the right weight, strength, durability and finish. We got there, and development may have been a year in total – maybe more.”
With a long-term process that saw the product range move from its initial inspiration to a fully-fledged laptop bag, it’s somewhat apt that it’s named EVO – short for evolution.