The Journey to Sincere Luxury: Why I Joined STOW as Craft Director

What's Inside

5,000 Hours, Hundreds of Bags, One Frustrating Truth

Luxury Kept Letting Me Down

You Asked for It. Repeatedly.

A Chance Encounter Changed Everything

So I Made a Decision

What’s Available Now

Let’s Build This Together

5,000 Hours, Hundreds of Bags, One Frustrating Truth

Over the past three years, I’ve dedicated more than 5,000 hours to a single question: what makes a truly great leather bag? I’ve torn open hundreds of them—cutting through linings, inspecting grain, dissecting hardware. I’ve traveled across continents, visiting tanneries, speaking with artisans, and studying the philosophy behind legacy and upstart brands alike. All in search of that rare combination: exceptional materials, honest craftsmanship, and real value.

But after all that effort, I hit a frustrating truth.

Luxury Kept Letting Me Down

Time after time, I spent thousands on so-called "luxury" leather bags—expecting to be blown away. But I wasn’t. Not by the materials. Not by the build. And certainly not by the price.

The deeper I looked, the more obvious it became: luxury was being sold as a story, not a standard. Fancy boxes, shiny marketing, inflated prices—but under the surface? Flimsy linings, fake hardware, and cost-cut corners. I realized what most consumers were paying for was perception, not product.

That realization sparked something in me. A need to offer a new kind of leather bag—one grounded in truth.

You Asked for It. Repeatedly.

And it wasn’t just my frustration. It was yours, too. I heard you. Through comments, DMs, emails—the same questions echoed again and again:

“Which brand can I trust?” “When are you launching your own bags?”

I’ve tried. Many of you know I already run a leather brand—Pegai—and I’ve been working behind the scenes to bring it closer to the standard I know is possible. But the truth is, 80% of my time has been spent creating content. Dissecting. Educating. Documenting this journey of truth in leather.

And then, something unexpected happened.

A Chance Encounter Changed Everything

While walking the quiet streets of Ubrique—a historic town in Spain known for world-class leather—I bumped into an old friend. Someone whose brand I had dissected last year: STOW London.

He smiled and asked, “Do you know what your video did to us?”

I didn’t. But he told me. After that review aired, their orders exploded. They moved to preorder-only just to survive the demand.

Curious, I rewatched my own breakdown of the STOW bag. The leather? From one of the best tanneries in Spain—my favorite, in fact. The hardware? Stainless steel. Rare even in the highest-end bags. The design, the packaging, the finish… it was everything I wanted my own products to embody. And yet, I had moved on, forgetting that I’d said all of this publicly.

But you didn’t forget. You trusted the review. And STOW received overwhelming positive feedback from customers.

So I Made a Decision

Instead of building from scratch—why not pour my energy into something already doing it right?

I made the decision to invest in STOW and step in as their Director of Craftsmanship. This isn’t just a partnership. This is a commitment—to build the kind of leather goods we’ve all been searching for. Together, we’re pushing STOW even further. Enhancing materials, deepening transparency, refining every single stitch.

We’re calling this vision Sincere Luxury: where pricing is honest, materials are elite, and the craft is never hidden behind mystique.

What’s Available Now

We’re still a small, dedicated team in Ubrique. Most of our designs remain preorder-only because it’s the only way to offer this quality at these prices. We’ve made a small price update to keep up with rising standards. Still, we’ve built limited inventory of select models—available now at the original launch pricing.

Those models will be available until August 15th, or until inventory runs out.

After that, we move to a simple model: one fair price, all year long. No fake discounts. No holiday hype. No manipulation.

Let’s Build This Together

This is a philosophy I’ve dedicated years to—finding and sharing the truth in leather. Now, we finally have a product that reflects that truth.

You now have access to elite leather, honest workmanship, and transparent values—built by people who care. When you receive your STOW bag, tell us what you think. What works. What we can improve. What you want next.

This is just the beginning.

Let’s build sincere luxury—together.