kiruna was a Japanese bag-focused brand launched in 2012. Designer Yusuke Kusaga served as its director, and it offered Japan-made backpacks, daypacks, tote bags, and other bags. Its brand concept was “emotional attachment,” and it pursued functionality for everyday tools alongside simple designs made to be used for a long time as part of fashion. The brand emphasized durable materials, careful sewing, and repair services, and also offered lines such as PA PACK, which used Japanese paper materials. In August 2023, it announced that it would cease operations, and it has since ended.
Concept
emotional attachment = affection