AS2OV

From master-piece team. Modular carry systems, quality materials. EPIC series with connectable components. Contemporary Japanese design.

The name means "A Shared Sense of Value." Taichi Fujimatsu worked at master-piece, one of Japan's most respected bag makers. In 2013, he left and founded UNBY Inc. to launch AS2OV with the ambition of doing even better. Headquarters in Hyogo prefecture, creative office in Shibuya, Tokyo. By 2024, the company has 31 employees.

The philosophy is "ええ塩梅" (ee anbai), the perfect balance. Not too much, not too little. Every bag is designed from field experience. Materials are the foundation: Cordura, X-Pac, ballistic nylon, waterproof fabrics. AS2OV doesn't pick fabric at random - the team selects fabric makers and Japanese factories by specialty. Made in Japan, from cut to box.

The EPIC series showcases the innovation: a modular system where every component connects to the others. Sacoche, pouch, side pocket, everything assembles and detaches. In 2024, the BLEISURE series (business + leisure) targets urban professionals. Among enthusiasts, the verdict is clear: "They're very expensive but in my opinion they're right up there with the best bag makers." The brand is cult in Japan, found at Shibuya Loft, popular models permanently sold out.

Carryology includes them in "12 Japanese Brands You Should Know" in 2024, with a caveat: "getting your hands on Japan's most coveted gear is often a difficult process." Nearly impossible to buy outside Japan. The site only ships domestically. UNBY distributes European brands in Japan but doesn't do the reverse for its own products. Tokyo's best-kept secret remains a secret.