Did You Know That Apple’s Former Creative Director Now Designs Bags

Launched in the early 1990s as the brainchild of a Melbourne-based man who needed to create a bag sturdy enough to cart home a 12-pack of beer on his bike, Crumpler has since grown into a globally recognized brand with legions of fans. Three years ago Sam Davy became the company’s first ever Brand Director, bringing an unexpected tech world connection. Although his name may escape you, Davy comes to Crumpler from Apple, Inc. where he served as the company’s Global Creative Director for 6 years. Hired by Steve Jobs himself to bring Apple designs in-house and integrate the business, technology and design components, as GCD at Apple, Sam took the design department number from 20 employees to 270, forever changing the face of the world’s most recognizable brand.

Taking his get-in-there-and-make-it-work design and management ethos to heart, Davy revamped the company from the inside out–focusing the company’s emphasis on the product rather than the marketing, and replacing products that didn’t work with more popular offerings. Under his watch, the unexpected fashion power player has expanded the company by creating new product according to the needs of the consumer–and grown Crumpler’s profits by bounds in the process.

With the digital world quickly becoming one of the most quickly expanding markets in business and retail, we’d love to see more of this cross over of brain power in the horizon. While we’ll be checking back with Davy and Crumpler soon, click through the thumbnails below to get a little more acquainted with the brand:

Crumpler