New Suitcase Offers Nothing New, Gets Big Writeup in Slate


Today, in what is apparently not an ad, Slate is running an ad for Away, a fabulous new carry-on suitcase designed by two former Warby Parker executives. Here’s the skinny:

To create their carry-on, Rubio and Korey spoke with thousands of people to determine what travelers look for most. They found that many consumers want attractive, well-constructed luggage that provides organization and….

With that in mind, they created a carry-on that has four durable double wheels—a design detail that alone took 20 designs iterations to get right—plus a laundry separation system that keeps belongings organized, YKK zippers that provide stability, and a….

Hmmm. So far that sounds like pretty much every other carry-on suitcase in the galaxy. But wait! What’s behind those ellipses? This:

….and a built-in 10,000 mAh battery that can be charged beforehand and power a smartphone up to five times during a trip.

So let me get this straight. The big selling point of this suitcase is that it includes a built-in battery that’s a lot less convenient than a standalone battery you can put anywhere you want? Or is it just that it has a special pocket for a battery? Either way, who cares? Buy a suitcase and a 10,000 mAh battery (about 20 bucks on Amazon) and you’ll have the same thing the Warby Parker execs are hawking. And probably pay less.

What am I missing? Why did Slate run this?

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