Created for the metropolitan individual who thrives in an urban environment with mobility and flexibility in mind, QWSTION is the 2008 brainchild of Sebastian Kruit and his dynamic team of Swiss industrial designers. The brand, which is established upon Swiss modernistic design heritage, integrates functionality into a distinctive and undeviating visual language that creates a niche in the market with its multiple carrying options and superior utility function.
With minimalist aesthetics on refined products that are fully designed and developed in Zürich, QWSTION offers everyday people durable, practical and timeless travel companions of the highest quality that are made with ethically sourced materials, in line with its ongoing sustainability efforts. It is through stringent practices and boundless dedication that has enabled QWSTION to grow and evolve immeasurably.
Read on as we speak to Sebastian Kruit on the essence of QWSTION:
Q: Tell us about QWSTION and what you stand for.
A: We started QWSTION in 2008 amongst five friends. We are frequent travellers but couldn’t find what we’re looking for. There were bags with modernistic designs but were not functional. Meanwhile, there were functional bags that didn’t meet our aesthetic needs.We created a merger between those two concepts; a design concept based on modern functionality.
The brand is Swiss, so we created it with a Swiss design heritage which is functional and minimal. The bags have a similar DNA. We work with natural materials, in a nutshell. Cotton is our most used fabric, followed by cotton hemp, steel and leather. 80% of the range is made of organic cotton. Sustainability is a big part of our ideas, so we do as much as we can to contribute to the world.
The function of the products is imperative. We want to make the lives of travellers easier by creating different travel solutions for travel problems. Each bag is more or less addressed to very specific travel problems. We also have smaller pouches and bags called Modular Pockets.
Q: What sorts of travel problems are these?
A: Travellers have certain needs when they go from A to B. People carry different items on various occasions. We’ve got people who go on the bike, then the tram before walking. There are moments when you need one bag to do different things. That’s why functionality should be versatile.
The QWSTION bags feature multiple carrying options and can go from being a tote to a backpack or a shoulder bag. You can completely change the carrying direction of the bags. It gives you a new perspective on functionality. The bags are tested for durability and quality, besides being designed in such a way that retains affordability.
Q: Why QWSTION?
A: It’s called QWSTION because we really questioned the norms in design. We questioned things behind ways to carry a bag, ways to develop, and ways to be sustainable. With that, we thought ‘Question’ would be a nice name, but because you cannot register that as a brand, we wrote it phonetically with a ‘W’.
Q: Tell us more about the materials used and where they are sourced.
A: The leathers come from India and are vegetable tanned. We use minimal chemicals and keep the processes as natural as they can be. We don’t cut around the natural wear and tear of the leather. The natural imperfections remain.
The Global Organic Textile Standard (GOTS) certified organic cotton comes from Turkey. It’s been tracked all the way to how it’s been harvested and there are no chemicals used in the growing process. We ship the cotton to Shanghai before it is weaved with a German company which also controls the dyeing process. If you only use natural dyes, the colour wouldn’t go well with sunlight, so we use a combination.
We have clear instructions detailing what we want. We work with factories in many ways and we have strict rules pertaining to sustainability; recycling the water used for dyeing the cotton for instance.
Q: Are the dyes long lasting?
A: The colours will last, but may alter with time. When you work with natural materials and dye, it will bleach out and sunlight will affect it. Having said that, it will look better with time, just like denim. We have a two-year guarantee on defects, but natural discolouration makes the product unique.
Q: What about being weatherproof?
A: We use natural materials and even when the weave is really tight, it won’t be water resistant. To address that, we use an impregnation material called Rudolf: Bionic Finish® – an eco-PU. We impregnate that into the fabric so the holes are filled and water doesn’t go through. If you spill something, the dirt doesn’t penetrate the fibre. You can simply wipe it off.
The bags are also water resistant to a very high level. It can withstand rain for a long time before the fabric becomes wet. Water will roll off the material and you can just shake it off.
Q: Can you detail the process that goes into the production of a bag?
A: The first thing is to identify the travel needs the bag has to solve. We then draw it up and make a prototype. After testing that, we send it to the factory and get it back with the actual materials. We test it again and make multiple copies after the changes. After the feedback we receive, we make the final prototype. Finally, it goes into sampling and we produce many of them. The process takes one and a half years. This is due to the level of detail we are giving thought to.
Q: How do you understand your customers’ feedback and integrate them into future designs?
A: People give us ideas on our online platform. They would test the bags out and let us know what is lacking. Sometimes, we work with these people proactively to address their travel problems. We also get direct feedback at our shop in Zurich. However, we have very clear ideas about what we want. If we were to listen to everybody, one bag would look very different from another. We’re very stern about our brand DNA, what we want and what we stand for.
Q: What are some challenges you’ve faced while being focused on your design direction?
A: The challenge is to ensure that you don’t over-design a product. There are a lot of functionalities you can insert into one product, but you have to understand that one product cannot solve all problems. There’s a limit to the solutions you want to offer with one product. The challenge is: where do you stop? It’s probably when it feels too much or when it starts to distort the visual concept.
Q: What’s the largest bag available from QWSTION?
A: We have a three-day travel bag with wheels and an expandable storage pocket. It’s a cabin-sized bag. We’re also making a new one for Fall/Winter ’17, which is going to be really different. All our products go through an evolution.
Q: Sustainability is clearly important to you. Can you elaborate?
A: I don’t see it as a marketing idea. We’re here on this planet, so let’s try in the best way possible to protect it. We don’t pretend to be perfect, but in every step of the way we try to do something better. If we can improve the product and at the same time make it more sustainable, then we do it. The progress is more important than perfection.
Q: Minimalism has a huge influence in the present world. How does your brand play a role in strengthening that way of life?
A: Minimalism is an integral part of Swiss design. It’s like less is more. That’s our DNA and that’s what we’re sticking with. It’s not important whether QWSTION is in fashion or out of fashion. We focus on doing what we’re doing and not over-design. It keeps us in check. You could lose yourself in that direction very quickly.
Access QWSTION’s official website or Facebook page to discover more about the brand or check out its extensive range of products. You may find QWSTION at 46 by Project Gibraltar at Subang Business Centre, Acquire at Bangsar Village 2 and Mo.men.tum at KLIA2.
