Customer need is the strongest driver of our product development decisions
Founded in Germany in 2014, Kapten & Son has grown from a campus-born idea into one of Europe’s most recognised lifestyle brands, known for its sleek, functional travel gear—from backpacks and luggage to eyewear and accessories. Built on the values of purposeful design and everyday utility, the brand has earned a loyal following of urban creatives, modern travellers, and digital nomads across more than 50 countries.
Now, as part of its international expansion, Kapten & Son is set to open its first UK flagship store on August 16, 2025, in the heart of London’s Seven Dials. With immersive in-store features like the Magic Mirror, packing stations, and a size-check zone for carry-on bags, the brand is redefining what experiential retail looks like in the age of digital-first commerce.
In this exclusive conversation with Fibre2Fashion, Co-founder and CEO Johannes Theobald reflects on the brand’s journey, evolving customer needs, the role of sustainability, and why technology and meaningful engagement are shaping the future of fashion accessories.
Minimalist design and functionality have become major trends in lifestyle accessories—what do you think is driving this shift in consumer preferences globally?
People are looking for clarity and purpose in a fast-paced world. Products that are clean, functional, and thoughtfully designed feel both timeless and relevant. Consumers want fewer, better things—and they expect those things to fit their lifestyle, not the other way around. Minimalism with function delivers exactly that.
The global travel and mobility resurgence post-pandemic has influenced product innovation. How is the industry responding to the needs of modern, on-the-go consumers?
Travel is back. And so is commuting as well as remote work from everywhere in the world. And with it, a new awareness of what people need on the move. The focus is now on multi-functional products that transition seamlessly from the airport to the office to a weekend getaway. We have seen a sharp rise in demand for products that reflect this flexibility, and our innovation roadmap is closely aligned with those evolving needs.
Kapten & Son started with a vision of creating stylish and functional accessories for a global audience. How has that vision evolved since your early days, and what remains unchanged?
Our vision has always been to create products that combine design and function for people on the move. What has evolved is the scale and scope—we started with watches, and today we offer backpacks, luggage, sunglasses, and accessories. But what has never changed is our commitment to putting the customer at the centre and designing products that support real, everyday use cases, whether for commuting, travel, or leisure.
What guides your product development decisions—trend, utility, customer demand, or brand identity?
All of the above play a role, but customer need is the strongest driver. We always start with how and where the product will be used. From there, we layer in our design DNA—clean, minimal, urban aesthetics—and take current trends into account. It is a constant balance between functionality, style, and staying true to what Kapten & Son stands for.
Many of your products balance fashion with function. How do you ensure durability while maintaining a minimal, urban aesthetic?
That balance is one of our core strengths. We work with high-quality materials and test our products thoroughly—from zippers to stitching to straps—so they hold up in real-life situations. At the same time, we design with restraint, using thoughtful detailing and clever construction to keep the look clean without compromising durability.
Your brand has a strong community appeal, especially among young travellers and urban creatives. How do you maintain engagement with your core audience, both online and offline?
It starts with listening. We maintain a constant dialogue through social media, store feedback, and community events, and we make sure our product development reflects what people actually need. Offline, our Experience Stores offer a space for customers to interact with the brand in a deeper way. Online, we focus on storytelling, partnerships, and content that reflects their lifestyle.
The brand operates in a highly competitive lifestyle accessories space. What differentiates Kapten & Son in terms of customer experience or brand promise?
We do not just sell products—we sell a feeling of belonging and experience. Whether it is on our social media channels, our store design with features like the Magic Mirror and size-check station, or the quality of customer support, we are obsessed with every customer touchpoint. Our brand promise is simple: to design products that are both beautiful and truly useful in everyday life.
With conscious consumerism on the rise, how is Kapten & Son incorporating sustainability into its product sourcing, packaging, or operations?
We are in the midst of a fundamental shift in our industry—one that demands greater responsibility for products, people, and the environment. At Kapten & Son, we want to face this change head-on and play an active role in shaping it. We are not perfect, and we do not pretend to be. But we are committed to learning, improving, and following the principle we live by every day: “Becoming the most responsible version of ourselves.”
That journey influences every part of our business. Today, all of our products are 100 per cent vegan. Our backpacks and bags are made from a proportion of recycled PET. In our eyewear range, we have replaced conventional acetate with organic acetate.
Beyond our products, we think holistically. We prioritise more climate-friendly logistics by transporting our goods primarily by train or ship rather than air freight. As a Fair Wear Leader, we work closely with our manufacturing partners to ensure safe, fair, and ethical working conditions throughout our supply chain.
Sustainability is not just a department at Kapten & Son—it is a continuous process of rethinking and improving everything we do. And while we know the journey is far from over, we are determined to keep moving forward—step by step, day by day.
Kapten & Son has established a strong European presence. What are your strategies for expansion into newer global markets, and how do you tailor your approach for different regions?
We take a market-by-market approach, starting with understanding the local consumer behaviour and retail landscape. Online often comes first, supported by selected retail partnerships to establish local trust. Once we have built a strong community, we consider opening flagship stores that deliver the full brand experience. London is a great example of how we are approaching international growth—carefully, but with ambition.
What motivated Kapten & Son to choose London as the next milestone in your international expansion, and how does the UK market align with your broader growth ambitions?
London is a global style capital and an ideal fit for our urban, design-conscious audience. We have seen strong traction in the UK through online sales, and we wanted to create a physical brand home for our community there. It is a bold, visible step in our European growth journey, and a gateway to broader international expansion.
Can you walk us through the design and impact of your immersive, tech-enabled flagship store experiences—such as the 'Magic Mirror,' packing table, and size-check station—and how they reinforce your mission to build a community of modern travellers?
All these elements came from real customer needs. The Magic Mirror solves the simple but frustrating problem of not being able to see how a backpack looks from behind. The ‘size-check station’ helps customers confirm if luggage meets airline carry-on standards. The ‘packing table’ allows people to explore product features in detail. It is all about making the shopping experience intuitive, practical, and memorable—a reflection of how we want our products to support people on the go.
With experiential retail becoming a key differentiator, how do you see the role of physical stores evolving in a largely digital-first accessories market?
Physical stores are becoming brand experience centres. They are no longer just about transaction—they are about connection. Our stores are designed to immerse customers in our world, answer their questions, and let them interact with our products firsthand. In a digital-first world, great physical spaces offer something truly unique and irreplaceable.
What role does technology—such as AR, smart mirrors, or personalisation tools—play in shaping the future of customer engagement in the fashion accessories sector?
Technology bridges the gap between discovery and decision. Whether it is AR that helps customers visualise products in context, or smart mirrors that offer a new layer of interactivity, technology can remove friction and build confidence. We see technology not as a gimmick, but as a way to enhance real-life moments—and it will play an even greater role in the future of retail.
