We’ve been asked for some time now why there aren’t any soft goods in our line. The answer was always a bit simple: there’ve been more than just a few options out there that seemed to work well enough for users, us included.

But things shifted when we noticed our own list of everyday carry essentials expanding beyond a few items we could mindlessly throw in and not expect to create a frustrating mess in our bags. When we looked at our existing organizers, more frustration ensued. A combination of good design and function was unreasonably hard to find.

With an uptick in travel and remote work, we knew we couldn’t be the only ones confronting this void. Multiple cables for phones and laptops, AirPods, Apple Watch straps, travel SIM cards…staying organized was becoming an increasing hassle.

That’s when we realized we could bring something truly needed to the table.