Liking :: Ally Capellino

We discover a little more about this long established London brand…

–

TECH CARRY = LOTS OF BRANDS

HERITAGE CARRY = TOO MANY BRANDS

MODERN CLASSIC CARRY = NOT ENOUGH BRANDS

–

There must be a better name than ‘modern classic carry’, but I’m hoping you get the sentiment. It’s about taking the emotional appeal of our carry heritage but progressing it with some new tech and ideas, and Ally Capellino nails it.

Spoiler: Ally Capellino is not a real person. Well, she mostly isn’t…

Launching their first womenswear collection in 1980, the brand was started by Alison Lloyd and Johnathan Platt as an apparel fashion label. After adding men’s and kids’ ranges, it wasn’t until 2000 that the brand first played in the accessories space.

In 2008 Apple stores ran a special collaboration with their bags, and the brand really felt traction in the carry space.

These days, ‘Ally’ Lloyd is the driving force behind the London label that now specialises in carry. They have continued their collaboration with Apple, produced a range for the Tate, and even have a ‘Bags for Bikes’ collection that feels really resolved.

We stopped by their Shoreditch store recently, and got lost amongst it…