Design Perspectives - The Setia Pack
"Hi, I’m Jennifer Vogel! By now you’ve already seen our all-new Setia Pack, so I wanted to share my experience with it. It was the first time I visited Vietnam, when Jake and I were about to hop on a motorbike to commute to the ETK workshop where we combine our Thread fabrics with all the durable ballistic nylon, to create Ethnotek bags and backpacks.
We were gathering our laptops and other necessities, and Jake pulls out this really compact backpack. “Woah! Is that it?” I asked, “Yup, the new Setia…” Jake replied as he started packing it. Immediately I thought "you made it just for me!" it was the perfect size for me – I’m about 5’2” - and this backpack looked custom made for me. I was secretly wondering if we’d be able to carry everything in that one pack, or if we’d have to grab something else.
Jake filled it with our laptops, chargers, jackets, bananas and water bottle. We were off! Everything for our workday was contained in that backpack and we weren't weighed down. Now, if you've ever spent much time in Vietnam, you know how quickly the rain will sneak up, especially on a June afternoon. As we rode home that day the skies grew darker, we pulled off the road to quickly throw on our rain gear. Jake pulled out the Setia's built-in rain cover (which tucks away in it's very own pocket and remains attached) and we were back on the road.
Months later, back home in Los Angeles, I had a few Setia samples in the office. As coworkers and friends passed by the Setia I watched them respond just as I had that day in Vietnam. They'd try it on and say "This is the PERFECT fit!" The funny thing was it didn't matter who tried it on - short or tall, man or woman - each person felt as though it was made especially for them.
The word "Setia" means loyal, faithful, true, and trustworthy in Bahasa Indonesia. It's a fitting name for such a trusty pack, created to be your loyal companion for the day, or the weekend. In a way The Setia Pack has already earned it's name; it's been trustworthy on adventures and people love it like a loyal companion.
Thanks, Jen! And thank you all again for your feedback that helped us hone in on Setia's design. Stay tuned for more holiday magic, now through January. We have something exciting to talk about and launch every single week.
- Tribe Scribe