Project 10

This Spring, Paul Smith launches ‘Project 10: Bag’ - a new and refreshing take on design and individuality in a world full of mass production.

Paul Smith has taken one bag shape, the ‘Flight Bag’ and created 138 individual designs for it - 138 in total, for every Paul Smith shop in Japan. Each shop will stock just one design inviting customers to get something very rare and special.

Designs include everything from vibrant graphic prints to more muted colours and new takes on the signature multi-stripe.

Re-evaluating large-scale manufacture, each design is limited to an edition of 10 – the result is a unique, inspiring and entirely individual collection of bags.

‘Project 10: Bag’ launches exclusively in store in Japan on 10th April.

“I wanted to show that creativity is not just driven by money or commerciality and that it can be about a simple idea and effort. Designing 138 prints at the same time for one project was both extremely challenging and rewarding at the same time. I wanted to give and show something interesting and unique to the customer, and hopefully we have achieved that” Paul Smith