You can’t choose your family. Usually. But with aunts & uncles, everything is a bit different. That’s why the collections see themselves as family groups of bags that cater to very different tastes.
Anyone who acquires one of these charmingly quirky or rather straightforward relatives simultaneously becomes part of a much larger community: all those who appreciate values that seem out of fashion today — like loyalty and consistency, quality and skilled craftsmanship — and who also have a certain nostalgic style inclination.
Interview with Angelika Scheurer from aunts & uncles
We asked Angelika Scheurer, the designer behind the brand, about family life at aunts & uncles, where the inspiration for all the wonderful bag creations comes from, and how they really embrace loyalty at their headquarters in Neukirchen-Vluyn in the Lower Rhine region.
Ms. Scheurer, how did aunts & uncles come about?
aunts & uncles developed more or less out of a personal situation.
There wasn’t a finished concept waiting in a drawer. At the right time, many factors came together, and a little bit of luck certainly played a role.
In 2003, I finished my product design studies and had two small children I wanted to be there for. I needed to balance work and children. A big career in the wide world wasn’t really an option. My husband Sven had already been working in the bag industry for several years. He brought a lot that made our decision to start a small, fine brand — instead of playing with building blocks or making sandwiches — much easier: strategic know-how, market knowledge, healthy pragmatism, and the courage to be self-employed.
So, together with my father, sister, and a friend, we created the brand aunts & uncles. First bag designs were sent to seven different suppliers in India. An eighth supplier knocked on our door on his own initiative. He arrived late to the pool of potential manufacturers. On the way home, a suitcase with all the leather samples and notes got lost in Madrid. But he didn’t give up and developed the leather from memory, and the result thrilled us.
He made the first pioneering bags like Jane, John, and Nick and still produces for us today. He is an important member of the aunts & uncles family.
What’s the story behind the brand name?
aunts & uncles is a family affair. Inspired by quirky, odd, and loving relatives, the name tells a story of deceleration, loyalty, and honesty. It symbolizes groundedness, tradition, and individuality — without forgetting a wink of humor. Such a big family has many sides, and there’s always something surprising to discover.
Contrary to all trends, aunts & uncles has presented the same two older models for years. How did that come about?
Our philosophy is about diversity, character, and uniqueness. aunts & uncles is family with all its facets. When choosing models, it’s not about age but charisma and personality. Grandma Else and Uncle Rick are beloved ambassadors of our brand.
What distinguishes aunts & uncles from other labels?
We don’t like to compare ourselves to other brands — many things have their own justification and appeal to different people. And that’s a good thing.
What’s important to us is to have a strong individuality and recognizability in our product language while creating timeless products. Function and practicality are essential foundations. aunts & uncles products are not flashy. They don’t chase the latest trend. Being “hot today, flop tomorrow” is not our goal. Our aim is to create long-lasting companions for life that combine zeitgeist, personality, and a relaxed sense of fashion.
Our bags are made from high-quality leathers, largely handcrafted. We are convinced that only satisfied employees do good work. It is important to us that good conditions prevail in production. We personally ensure this by visiting our production sites 7-8 times a year. Additionally, our producers are continuously monitored by the independent organization Bureau Veritas to ensure compliance with social standards and wages.
How is a new aunts & uncles series created?
The first source of inspiration is often the leather, which must captivate us with its unique character. Once the spark has flown, the process of discovery begins, involving a lot of trial and error. Ideas are developed, put on paper, discarded, changed, and expanded until a coherent picture emerges. Only then are prototypes created, which are revised repeatedly until we find them suitable as a new family member.
Every product has a distinctive name that tells a little story. Where do all these ideas come from?
Ideas arise in the search; we brainstorm together as a team, one idea leads to the next. We enjoy telling stories. For example, the bag family “Grandma’s Luxury Club” was created, where each bag is inspired by a grandmother and named after a cake or pastry.
Is there a bag model that is particularly close to your heart as a designer?
Yes, that’s our Mrs. Muffin, because it’s inspired by a child’s drawing by our daughter Laura.
Which bags do you carry yourself?
I always carry prototypes of the upcoming season to test them. Sometimes they are not yet fully developed, as the devil is often in the details. That can sometimes be embarrassing.
Just between us: Do people at aunts & uncles look sideways at you if you carry a bag from another label?
That would be pure betrayal! Our employees stand behind aunts & uncles, but that doesn’t mean they don’t carry bags from other brands. Nobody really looks sideways.
Besides bags, aunts & uncles also offers wallets. Is it foreseeable that the brand will expand into other product segments?
Not at the moment. We find life is better lived at a slower pace.
How do you imagine the typical aunts & uncles customer?
aunts & uncles customers are part of the big family, a diverse group of relaxed, tolerant people who have a strong sense of values. They appreciate authentic products, are casual, humorous, and strong in character, with a penchant for individual styles.
What do you associate with Sakoi?
We associate friendship, loyalty, and trust. Sakoi was the first online retailer to believe in us and today carries the most comprehensive aunts & uncles assortment.
Indeed, Sakoi looks back on a long and successful collaboration with aunts & uncles: At the end of 2006, the courier bag John, the first aunts & uncles product, went online.
