Away's Series 3: Why 'Invisible Tech' Wins Over Smart Gimmicks
AI-generated image · US National Wire
By ditching the batteries and focusing on friction-reducing hardware, Away is pivoting from disruptor to traditional luggage maker.
Q: What is the primary shift in strategy for Away with the launch of its Series 3 luggage?
A: As Wired first reported, Away has moved away from being a disruptor to becoming more of a traditional luggage maker. While the company's 2016 Carry On became a viral success and earned the "smart luggage" label due to its ejectable portable battery, the Series 3 focuses on "invisible tech." Sarah Amidi, Away’s senior vice president of Brand, told Wired that the company is now focusing on features that solve actual travel friction rather than adding components just for the sake of adding them.
Q: Why did Away remove the battery feature from its luggage?
A: Sarah Amidi explained to Wired that when the original Carry On was created, charging solutions were not as common as they are now, making the USB port a solution to a specific travel pain point. Additionally, the ejectable design was a response to evolving battery regulations for travel. Away luggage has not featured the battery since 2023. Removing it has allowed the company to reduce the weight of the bags and increase interior capacity.
Q: What specific "invisible tech" improvements are included in the Series 3?
A: Wired reports that Away focused on two areas where travelers frequently express complaints: the wheels and the telescoping handle.
* **WhisperGlide 360 wheels:** These feature improved threading and an additional ball bearing to ensure a quieter, smoother glide. * **StopLock Brakes:** Originally found in the TopSide luggage, this system allows users to flip a switch to lock the wheels in place, even on inclines. * **Infinite Height Trolley handle:** This redesigned handle provides five times more stopping points than previous versions to accommodate different traveler heights.
Q: Are there other functional design updates in the Series 3 and the new Signature Bags collection?
A: Yes. Wired notes that the trolley handle now includes hooks capable of holding up to 11 pounds each. Interior updates include redesigned covers that open outward for better access, more small-item pockets, and a dedicated pouch for a Bluetooth tracker.
Regarding the Signature Bags collection (which includes a duffle, tote, commuter backpack, weekender, and underseat bags), Sarah Amidi told Wired the durable nylon is now softer and lighter. Other updates include a reverse coil zipper in the laptop compartment and moving the laptop compartment to the outside of the bag for faster security checks.
Q: How does Away approach customization and durability with this new line?
A: Sarah Amidi told Wired the goal is to design products that last for the next 10 years. To support this, the wheels and handles are removable, which facilitates both repairs and style customization. The Series 3 is available in standard colors as well as chocolate, chartreuse, and "Electric Iris" purple. The line includes the Classic style (available in carry-on, bigger carry-on, medium, large, and trunk) and the expandable Flex style (available in all sizes except the trunk).