Antler launches new Icon Collection, first big launch under MD Glenne

As it continues to bounce back, UK upscale luggage brand Antler on Monday launched a new line, the Icon Collection, with the company saying it “declares a new moment for travel and with it, a new chapter in this brand’s storied legacy”.

The company said it features “timeless design with unmatched durability” and features three silhouettes: the Icon Stripe suitcase, the Soft Stripe suitcase, and Discovery backpack. 

The Icon Stripe silhouette sees the launch of the “biggest carry-on, a new size within the brand’s product portfolio and the official biggest cabin [case] in the market, reaffirming Antler’s leadership in hard side luggage”.

In total it includes Cabin, Cabin with Expander, Biggest Cabin, Medium and Large, in Antler Green, Black, Taupe, Heather Purple and Moorland Pink with a new Indigo and Mist Blue colourway launching in June.

Meanwhile, with the Soft Stripe it “pioneers purposeful travel by launching the lightest and most sustainable soft-shell suitcase in the market”. 

It uses 100% recycled fabrics inside and out and is made with a patent-pending engineered construction and expandable design. It comes as a Cabin, Cabin with Expander, Medium and Large in Antler Green, Black and Indigo.

The Discovery Backpack is made of “lightweight and durable” 100% recycled polyester, strengthened with twisted ripstop reinforcement. It comes in Antler Green, Black and Heather Purple.

There’s also a new collection of luggage covers, tags, straps and packing cubes available in matching and accent colours.

The ‘Antler stripe’ is the design code that’s seen throughout the collection that comes with “vigorous testing and engineering, and a lifetime warranty on all suitcases – all at an attainable price point and backed by 110 years of travel expertise”.

The collection is a key launch for the brand but is also important as it’s the first to debut under the brand’s new leadership of Managing Director Kirsty Glenne, who took over almost two years ago.

In the meantime it has seen a rebrand that “introduced a new elevated aesthetic and refined global brand platform”.