Object of Desire: Makr Farm Ruck

"People are sick of that tech look -- nylon, overly masculine," says Jason Gregory, owner and designer of Makr Carry Goods. Hence the Farm Ruck, which, like everything else from Makr, is hand-sewn in a workshop just outside of Orlando, Florida. The bag, inspired by a classic Duluth Pack, is made of thick canvas with straps of dense and durable horse leather.

The Farm Ruck hits the market at the perfect time. Alexander Wang, Chanel, and Marc by Marc Jacobs all sent reimagined rucksacks down the fall 2010 runway, but unlike their bags, the Farm Ruck is priced at just $150. That's ideal for what analyst Nikoleta Panteva of IBISWorld calls "aspirational shoppers," who account for 60% of accessories spending and buy "simple investment pieces at $300 or less."

Also on trend: Gregory's low-waste manufacturing process. While he doesn't consider Makr "green," his microproduction methods keep waste low -- he'd sooner run out of a product than see any go unused -- and quality high. And while Orlando may be the last place you'd expect to find what in many ways is an old-fashioned workshop, Gregory explains that his hometown, which he calls "the weirdest place ever," is really his inspiration. "There's a lot of great stuff going on, but there's no soul," he says. "I make my products to create something real."

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  • MaxCohen

    QUOTE: "People are sick of that tech look -- nylon, overly masculine."

    Says who? That couldn't be more untrue. Trends indicate that tech-minded people like organization which is very much represented in today's net-book bags with multiple pockets and flaps. The multitasking people of today like division between personal and business, and everything about the bags out there today point to that.

    What I see in that image is far too plain for my taste. It screams "I don't know a thing about technology." Actually, it screams "My name is Jacob, and I'm Amish."