Souleway
"Conscious consumption is important to us"
Yoga and Pilates events, DIY formats, and conscious fashion coffees: Hamburg-based bag brand Souleway is designed with the community in mind. The next step is to expand into brick-and-mortar retail with transparency and durable products.
Interview: Nicoletta Schaper. Photos: Souleway
Today, community means everything when it comes to making a brand accessible. Especially at Souleway?
Flemming Kühl, co-founder of Souleway: Yes, absolutely. In 2024, we started to really meet our community, not just see them digitally. Making the faces behind Souleway visible and connecting products with a lifestyle creates more closeness than any reel.
Which touchpoints?
We invite you to join us for after-work sports, creative bag charm events, conscious fashion coffees, and city walks. Souleway bags are made for people who juggle work, leisure, and short trips and value design and quality. At our events, you can experience this urban lifestyle for yourself.
What does the term "realness" mean to you?
Transparency and participation. Until 2024, we manufactured our products in a partner production facility in Hamburg. Before relocating to another European country, we asked our newsletter community how important "Made in Germany" is to them and what criteria they consider important for fair production. We want our community to be able to understand and help shape our decisions.
In addition to bags made from sustainable materials, there is now a full leather collection. What was the motivation behind this?
Hagen Streit, co-founder of Souleway: Many retailers appreciate our designs, but want leather because of its durability and naturalness. That's why we are launching top-selling handbags and a new line made of full-grain leather from LWG-certified tanneries. We produce our core collection in small batches in Europe and Turkey and only add to it seasonally. We believe in conscious consumption, with bags and accessories that are long-lasting companions.
