AS2OV (say it as A Shared Sense of Value) isn’t just another bag brand. It’s like a way of thinking turned into something real. These days, there are tons of bags out there, but this Japanese brand shows what can happen when old-school craftsmanship meets modern needs.
The AS2OV Story: Japanese Ideas Go Global
AS2OV, or Assobu as they call it in Japan, was started by Taichi Fujimatsu in 2013. They mainly design bags, wallets, and other accessories that look good and work great. The company that owns them, UNBY Inc., also runs Côte&Ciel. This isn’t by chance – it shows how much the brand cares about good design and doing things well, which is what Japanese manufacturing has been about for years.
Taichi Fujimatsu, who also started the well-known Japanese bag brand master-piece, is the brains behind AS2OV. He brings a lot of know-how to the table when it comes to making bags. You can see this in every AS2OV product, from the stuff they use to how carefully it’s made.
The name A Shared Sense of Value says it all. The brand wants to create things that people from all over can appreciate, while still keeping that Japanese touch. AS2OV aims to make bags that fit anyone’s style.
What Makes AS2OV Special: The Japanese Touch
Packing Thoughtfully
AS2OV says their way of doing things is evolved packing ideal conclusion. What they mean is, it’s not just about storing stuff, it’s about how people use their bags. This shows in how they set up the inside, how you get to your things, and even the materials they pick.
A Japanese Mix
The brand talks about 日本人独自のミックス感覚 (Japanese unique mix sensibility). It means they can mix different ideas, materials, and uses into designs that feel both familiar and new.
Well-Made and Useful
AS2OV makes bags that look good and are easy to use. It’s not about picking one over the other, it’s about getting both right by being careful and skilled.
AS2OV Product Lines: A Look at Everything
The Essential Collection: Great for Everyday
The Essential line is AS2OV at its purest. These bags are all about being useful without losing the simple look that Japanese design is known for. Each one shows how the brand can make something complicated look easy – which is what good Japanese design is all about.
Key Features:
- Made with strong CORDURA fabric to last
- A simple style that looks better over time
- Smart ways to keep things organized
- Made to handle the weather
- Places to add things if you want
Looks Good and Works Well
AS2OV bags mix being useful with looking good. They’re made to work perfectly and still look stylish. The brand doesn’t go for big logos or fancy designs, instead, they let the good materials and careful construction speak for themselves.
Great Materials: CORDURA and More
The backpack is made from CORDURA 500d fabric, which is tough and hard to tear. This shows that AS2OV wants their bags to last – they’re not meant to be replaced every year, but to get better with age.
CORDURA 500d is good because:
- It’s hard to tear, great for everyday use
- It can handle wear and tear, so it stays looking good
- It’s weather-proof for those unexpected days
- It’s not heavy, even though it’s strong
- It has a nice feel that gets better with time
For City Commuting
The bag is just the right size for Japanese city life. It fits well on train racks and has enough space for laptop, papers, and other stuff. The simple design means it doesn’t get caught on people or stand out too much – important in crowded Japan.
For Business
For work, AS2OV bags find a good middle ground between looking modern and still being professional. The clean lines and good materials are respected in business settings, while the smart features are useful during long workdays.
The way it’s set up inside is handy for business. There are spots for electronics, papers, and personal items, all separate but easy to get to. This shows how Japanese business cares about being prepared and getting things done.
For Travel and Fun
Even though they look good in the city, AS2OV bags also do well when you’re out exploring. They can handle rain, and the strong build can take the beating of travel. You can add things to them for different trips, whether it’s for business or a weekend away.
How Long Will It Last?
This is a great backpack that’s barely been used and has no rips or tears. It’s been kept in a smoke-free, pet-free place. People who have used AS2OV bags for a long time say they’re well-made. Many say their bags look better over time as the materials age.
The Japanese idea of mono no aware – finding beauty in things that don’t last – seems to be part of AS2OV’s designs. These bags aren’t made to stay perfect forever, but to age well and show the life they’ve lived.
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Getting Your Hands on AS2OV: Where to Buy
Official Japanese Stores
AS2OV has official store locations around Japan, including:
- Tokyo: UNBY GENERAL GOODS STORE HARAJUKU
- Osaka: UNBY GENERAL GOODS STORE SHINSAIBASHI PARCO
- Osaka: UNBY GENERAL GOODS STORE LUCUA OSAKA
- Aichi: UNBY GENERAL GOODS STORE NAGOYA PARCO
- Hyogo: UNBY GENERAL GOODS STORE SANDA
Buying from Other Countries
If you live outside Japan, here are some places where you can buy AS2OV products:
Good Stores:
- Lyst: You can find AS2OV bags on Lyst, with prices starting at $74. They have men’s AS2OV bags from $112, and sometimes offer free shipping and returns.
- Stylight: Stylight has As2ov Bags with a variety of colors, and sale items starting at £90.00+
Japanese Import Services:
- HAKU Clothing: If you spend over 185 USD, shipping is free and they cover import costs.
- Rock Steppers: They sell AS2OV bags, as well as stuff for home and camping.
How Much Do They Cost?
AS2OV bags are priced in a way that gives you good Japanese quality and design for less than what European luxury brands charge. They usually range from $112-400+, depending on how big and complicated they are. It’s a good for what you’re getting.
Why CORDURA?
All About CORDURA 500d
AS2OV uses CORDURA 500d fabric because it’s a choice for lasting quality. This material is better than regular bag fabrics because:
How Strong It Is:
- It’s 5 times harder to wear down than normal nylon
- It’s hard to tear apart
- It doesn’t fade or break down in the sun
- It’s strong but doesn’t weigh much
What It Does Well:
- It can handle weather without a coating that can peel off
- It stays soft in cold weather
- It gets a cool look as it ages
- It’s easy to clean
Good for the Earth:
- Because it lasts so long, you don’t need to replace it often
- It can be recycled when you’re done with it
- It’s made in a way that’s better for the environment
Simple Design
Japanese Style
AS2OV’s design follows Japanese ideas:
Ma (間): They use empty space well, so the bags feel big inside but stay small outside.
Kanso (簡素): They keep it simple by cutting out things that aren’t needed, so you focus on what’s important and how good it looks.
Wabi-Sabi (侘寂): They accept that things change and aren’t perfect, so the bags are made to get a character as you use them.
Everything Has a Reason
Every part of the design has a purpose. Zippers are placed so you can get to your stuff, pockets are sized for what you need to carry, and handles are placed to balance the weight.
Colors
AS2OV uses colors that are based on Japanese taste. They pick soft colors that go well with your style instead of standing out too much. This makes sure the bags look good no matter the season or what’s in style.
Owning an AS2OV: More Than Just a Bag
Opening and First Thoughts
AS2OV products come in packaging that shows the Japanese attention to detail. Each bag is kept safe in packaging that can also be used for storage, showing that the brand cares about the whole experience.
The first thing you’ll notice is the quality. You can feel it in the weight, the feel of the fabric, and how well it’s made. This makes you expect that the product will be good, and it usually is.
Help from the Company
Because AS2OV is connected to UNBY Inc., you can expect good help from customer service. They know about Japanese quality and what customers want. They also have a good warranty, which shows they believe in their products.
The AS2OV Community
AS2OV has a group of people who like the brand’s way of thinking about bags. It’s not just about having useful bags, it’s about being thoughtful about what we own.
How AS2OV Compares
To European Luxury Brands
European brands often focus on their history and being a status symbol. AS2OV focuses on making things that work well and look simple. You get Japanese quality for a price that’s usually 30-50% lower than what you’d pay for a European brand.
To American Tech Brands
American brands usually want to make things that are super functional for one specific use. AS2OV wants to make things that can be used in many ways by being smartly designed. This means their bags work well in different situations without looking too technical.
To Other Japanese Brands
Within Japan, AS2OV stands out because of its modern look while still keeping traditional craftsmanship. The brand does a good job of combining traditional Japanese making with a style that people all over the world can like.
Taking Care of Your AS2OV
Everyday Care
CORDURA fabric doesn’t need much care, but doing a few things can make it last longer:
- Brush it regularly to remove dirt
- Clean spots with a gentle cleaner
- Let it air dry
- Store it properly so it keeps its shape
Taking Care of It
- Clean it well once a year
- Oil the zippers so they work smoothly
- Check the parts to make sure nothing is broken
- Get it fixed by a professional if needed
It Gets Better with Age
AS2OV bags are made to look better over time. Instead of trying to keep it perfect, let it age and show the life it’s lived.
Good for the Earth and Good Business
Taking Care of the Earth
Japanese manufacturing has always been about making things that last. AS2OV keeps this going. By making products that are meant to last for years, they reduce waste.
Good Business
The brand makes sure that people are treated fairly and that they keep the traditional craftsmanship alive. This makes their products worth more than just what they’re made of.
What Happens When You’re Done?
CORDURA can be recycled, and many AS2OV bags are made so that parts can be replaced or used for something else. This makes the product last longer and reduces waste.
Is AS2OV Right for You?
Who It’s Good For
People Who Like Simple Styles: If you like things that look good without being flashy, you’ll like AS2OV.
People Who Want Quality: If you care about getting something that will last, you’ll like the durability and craftsmanship.
People Who Work in the City: The bags look good for work and are also practical for city life.
People Who Travel: They’re strong and have good organization, so they’re great for travel.
Maybe Not If
You Want to Show Off: If you want a brand that everyone knows is expensive, there might be better options.
You’re on a Budget: If you’re just looking for the cheapest option, there might be better deals. But AS2OV will last longer.
You Want All the Features: If you want as many pockets and features as possible, there might be better options.
What’s Next for AS2OV?
Always Improving
AS2OV is always trying to get better, but they stick to their main ideas. They’re looking at new materials and ways to build things, but they’re not changing too much.
Going Global
The brand is already known in Japan and is growing in other countries by working with partners who understand what they’re about. This helps them keep control of quality and the brand’s values.
Even More Sustainable
They’ll likely try to be even more sustainable without losing what makes their products good – a challenge they seem ready for.
Is It Worth the Money?
How Much Does It Cost to Use?
AS2OV bags cost $112-400+ to start, so it’s an investment. But because they last so long, they end up costing less per year than replacing cheaper bags often.
More Than Just a Bag
There’s something special about owning and using something that’s made well. That feeling is part of what makes it worth the price.
It Holds Its Value
Because they’re well-made and the brand is known, AS2OV bags hold their value. So they’re more like an investment than just something you buy.
Final Thoughts: Japanese Quality
AS2OV is a really a clear example of what happens when Japanese manufacturing meets the needs for contemporary bags. The brand mixes traditional craftsmanship with modern needs, creating products that work great and that also embody design ideas that have guided Japanese creation for centuries.
What’s Great:
✅ Good materials and construction
✅ Smart ways to organize things
✅ A style that lasts
✅ They’re durable
✅ It’s a good value for what you’re getting
✅ They care about the earth
What to Think About:
⚠️ They’re not always easy to find outside Japan
⚠️ They can be expensive
⚠️ The simple style isn’t for everyone
Overall: 4.7/5
AS2OV lives up to its name by making products that are worth the money because they’re so good, well-designed, and last a long time. If you like simple quality and are willing to pay for it, AS2OV is a great example of Japanese bag making.
The brand makes Japanese craftsmanship available around the world while keeping the cultural feel that makes it special. Whether you’re on the subway in Tokyo or on the streets of New York, AS2OV bags are strong, stylish partners that get better with age.
These bags are proof that some things are still made to last.
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