HushTug

The leather brand "HushTug" was founded in November 2017. The origin was when representative Toda visited Mongolia for the first time and witnessed serious social problems and harsh realities — the brand started under the philosophy of "creating a new industry in Mongolia."

After a preparation period, online store sales began in April 2019. Initially, with an in-house workshop in Mongolia, the brand took on leather product making together with local artisans — but faced bankruptcy crises many times due to issues with cash flow and production systems.

Even so, without giving up, by receiving feedback from customers and accumulating quality improvements, fans gradually increased. Currently, while also focusing on product making leveraging workshops in Japan and Himeji leather, the brand's core of "supporting everyone who challenges themselves" remains cherished unchanged.

In addition to the online store, the brand also develops direct and partner stores — Harajuku Omotesando store, Ikebukuro store, Higashi-Kawaguchi D.bell factory-attached store, Yokkaichi KASHIYAMA store, and Tottori Palmier store. The brand also puts effort into creating places where people can actually pick up and check the leather texture and size.

Minimal design aiming to be the "best supporting role"

HushTug's leather totes and backpacks are characterized by simple designs that omit decoration like logos and hardware as much as possible — blending into any outfit or scene. From business to casual to off-day wear, the concept is to be the "best supporting role" that highlights the wearer's charm.

Lavishly using Himeji leather recognized worldwide

For main items, the brand uses cow leather by "Nakajima Hikaku Kogyosho," a tanner in Himeji City, Hyogo Prefecture — known as a leather production area. With techniques cultivated over more than 65 years of history, the leather is finished to be strong yet supple, with beautiful aging that can be enjoyed.

A D2C model integrated from planning to sales

The brand adopts a D2C model where products planned and designed in-house and produced at the in-house workshop or partner workshops are sold directly through the online store and direct stores. By keeping intermediate margins low, the brand can spend on quality materials and careful sewing while still achieving an accessible price range.

Lifetime repair service and highly rated customer support

A lifetime repair service is available, supporting maintenance such as zipper replacement and stitch unraveling. On the official site and note, the brand communicates its commitment to customer service — and reviews also highly evaluate "the quality of support response." A reassuring aftercare system for people who want to use products for a long time.