(CNN)"If you were to ask a person in their thirties 20 years ago which luxury brands they're into, you'd get a very different response to what you might expect from a 30-year-old today," said Stefan Holwe.
Milan Design Week 2017: Luxury redefined in 8 new objects
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The CEO and co-founder of Horizn Studios -- a new Berlin-based brand of luggage and travel accessories -- was speaking ahead of Milan's international design week, an event that has been described as design's Super Bowl.
Holwe's smart luggage is understated in its look (clean lines and a color pallet of black, navy and olive), the logo is hard to spot, and the pricing is reasonably affordable (cabin-sized trolley's start at about $212). This is not your typical status symbol and he believes this is precisely what we, the consumers, want. It seems others would agree.