#interview: When Tumi meets Sanz - a celebration of engineering excellence

Victor Sanz, creative director of Tumi, reflects on the brand's journey, as it celebrates its 50th anniversary this year, and its vision for an evolving travel landscape. He tells Hill Choi Lee all about blending utility with style and ensuring Tumi's permanence in purposeful design 

When one asks whether there are creative directors in the travel goods or accessories industry who have had no traditional fashion design qualifications, many would bring up Victor Sanz, creative director at Tumi, as a notable example. His background, after all, was in Industrial Design - having graduated from Pratt Institute in New York at the top of his class.

Though relatively few, it is worth noting that in the broader fashion and accessories industry, there are several examples of creative directors without formal (traditional) design qualifications. Think of Miucca Prada, who has a PhD in Political Science, Virgil Abloh, who has a background in Civil Engineering and Architecture, and then there is Pharrell Williams, who is primarily known as a musician and producer. 

Sanz was initially trained in painting, drawing and sculpting, which gave him exposure to fine art. Before joining Tumi, he designed digital cameras for Kodak and clothing collections for Tommy Hilfiger. 

While he does have formal education in Industrial Design, his path to becoming a creative director in the luggage industry was not typical. However, it is his very multidisciplinary approach, which bridges art, design and fashion, that has been key to his success at Tumi. 

As this luxury travel and lifestyle brand marks its 50th anniversary this year, it stands at a crossroads of tradition and innovation. Sanz is happy to discuss the brand's past and its trajectory for the future as he currently spends his time travelling.

Tumi's enduring success stems from its pursuit of innovation, thoughtful design, and commitment to quality, Sanz highlights. And emphasises the brand's ability to evolve with customers while maintaining its core identity.

"We evolve with our customers while staying true to our DNA," Sanz explains.

This evolution is evident in Tumi's product range. What began as a line of travel bags has expanded into a comprehensive collection of lifestyle essentials. He envisions the luxury travel accessory brand to continue to push beyond traditional categories, adapting to the changing needs of its global clientele.

Sanz has been with Tumi for 22 years. He joined the company in 2003 and has been serving as the creative director since 2016. Throughout his tenure, Sanz has played a crucial role in shaping the company's creative direction and expanding the brand beyond its traditional luggage offerings.

His background in industrial design and passion for art continue to shape the brand's aesthetic by creating products that offer performance and functionality while also enhancing customers' lives on the move.

"We create products that offer superior performance and functionality, but also beautify our customers' lives on the move," he states.

This philosophy has led Tumi to develop items that blend utility with style, allowing users to express their personalities through their travel gear. The brand's approach involves questioning the status quo and seeking opportunities to innovate, as long as it improves the customer experience.

Their creative process is rooted in understanding customer lifestyles. Sanz and his team study how people move, the challenges they face, and the experiences that shape their journeys.

"People inspire everything we do," Sanz affirms.

This customer-centric approach extends to the company's global presence. With over 300 retail stores worldwide, the brand must remain relevant to diverse audiences. Sanz emphasises the importance of listening to customers' needs across different regions.

"We are in constant communication with each of our regions to understand the nuances and how trends are changing within each country," he explains.

Sustainability has become a key focus for them. The brand has adopted the motto "Innovative by Nature, Responsible by Choice". Sanz outlines their approach to environmental responsibility.

They use recycled materials in key collections, aiming to increase usage to reduce environmental impact. The brand employs recycled PET from post-consumer plastic bottles, recycled nylon and recycled polycarbonate.

However, for Sanz, true sustainability goes beyond materials. "We ensure our products are 'built to last', lasting year over year. If something occurs, they can be repaired, keeping them on the road and out of landfills," he states.

Their commitment to innovation extends to its collaborations. The brand has partnered with McLaren, the Formula 1 team, to create products that push boundaries.

"We seek out moments that will push both brands and allow for newness and innovation to flourish," Sanz explains.

These collaborations also include working with ambassadors like McLaren Formula 1 driver Lando Norris and South Korean actress Mun Ka-young. These partnerships allow them to explore new territories and communities while maintaining their core values.

As technology reshapes travel, Tumi adapts. The brand recently launched the 19 Degree Lite collection, featuring a magnesium telescoping handle and lightweight elements.

"We are committed to staying at the forefront of the industry, whether through advancing materials, using smart technology integration, or working with collaborators who bring fresh perspectives," Sanz says.

Sanz's creative process is fuelled by constant observation and inspiration. "I find inspiration everywhere - in art, nature, architecture, travel, even simply observing other people," he reveals.

This approach allows him to infuse Tumi's designs with a blend of functionality and aesthetic appeal. Creativity plays a role in every moment of Sanz's life, translating into his designs and helping to elevate customers' journeys.

With Tumi's presence in over 300 retail stores worldwide, maintaining global relevance is crucial. The brand focuses on crafting pieces that are consumer-centric and timeless, regardless of location.

"We listen to our customers' needs in order to craft pieces that are as consumer-centric as they are timeless," Sanz explains.

This approach involves constant communication with regional teams and stores to understand local nuances and the needs of travellers in different areas.

As they look to the future, Sanz envisions continued innovation and expansion. The brand aims to redefine lightweight innovation without sacrificing durability, as demonstrated by the 19 Degree Lite collection.

"Our vision for the future is rooted in continuous innovation and purposeful design. Our goal is to inspire and empower our community with products that enhance their journeys - whether across the world or in their everyday lives," Sanz states.

The story of Tumi at 50 is one of adaptation and innovation. Under Sanz's creative direction, the brand continues to evolve, balancing its heritage with the demands of modern travellers. As the travel landscape changes, Tumi remains committed to crafting products that not only meet practical needs but also elevate the entire travel experience.

In an industry often focused on trends, they found success in creating timeless pieces that resonate with a global audience. The brand's journey over the past five decades serves as a testament to the power of thoughtful design and a deep understanding of the traveller's needs.

As travellers pack their bags for future adventures, their influence on the art of travel is set to continue. The brand's commitment to innovation, sustainability, and customer-centric design positions it well for the next 50 years and beyond.

With the next project in mind, Victor Sanz returns to his desk, already sketching ideas for the next innovation. For him and the brand he represents, the journey of reinvention and improvement never ends. It's a continuous voyage, much like the travels of the customers they serve.

Also see: #interview: The unconventional rise of Changmo - a story of identity and musical evolution