For nearly 50 years, Tumi has been the go-to for travelers who demand bags that do more than just carry their essentials. Over the decades, Tumi has become synonymous with “performance luxury.” But as the brand gears up for its 50th anniversary in 2025, it’s not just looking back on a legacy of innovation; it’s racing full throttle into the future. With a partnership with McLaren and Lando Norris as its face, Tumi is redefining what it means to travel in style.
As Tumi gears up for its golden jubilee, we sat down with Victor Sanz, the creative mind behind the brand’s impeccable fusion of performance and luxury, to unpack (pun intended) the secrets behind the brand’s enduring success. From avant-garde materials to high-performance products, Sanz dives into how Tumi consistently hits the sweet spot between form and function.
Scroll down to read Buro247ME’s interview with Victor Sanz, where he discusses the brand’s legacy, its upcoming collections, and the special collaboration with McLaren.
Tumi has had an incredible journey over the past 50 years. How do you feel about the brand’s legacy, and what do you think has been the key to its enduring success?
I’ve been with the brand for 20 years and have had the privilege of working with incredible leaders, including the founder of Tumi. Working with the original dream maker of the brand allowed me to understand his vision and the core principles of Tumi, which shaped my approach to bringing my best to the brand. Over the last five decades, we’ve stayed committed to similar principles: delivering the best for customers through durability, innovation, design excellence, and a customer-first approach. As the world has evolved, we’ve adapted to it, particularly in response to our customers’ changing journeys.
At the same time, we focused on pushing the boundaries of materials. Tumi was one of the first brands to use ballistic nylon in bags, taking inspiration from bulletproof vests. We’ve continued that innovation with materials like Tegris, used in protective gear for athletes and automobiles, and titanium in our ’19 Degree’ collection. These materials are typically found in aerospace and hyper-performance industries. We aim to use these innovative materials in our products because of their exceptional properties, aligning with who we are as a brand.
We also use full-grain leathers and premium materials from Italy, combining high-tech innovation with high fashion and luxury. We call this “performance luxury,” where high-functioning products don’t sacrifice beauty. I believe that Tumi’s ability to continuously evolve, adapt, and innovate is the key to its enduring success.
Tumi balances luxury with practicality in a unique way. How do you maintain that perfect mix of form and function when designing each collection?
This balance between function and aesthetics is central to our design process. In the past, we prioritized function—pockets, compartments, practicality—but over time, we’ve recognized that fashion has become integral to people’s lives. Everyone now has a sensibility for fashion, and when people feel confident, they perform better. We’ve worked to integrate aesthetics into our products to help our customers perform at their best without compromising either function or style.
How would you describe the Tumi “traveler” in terms of style?
The Tumi traveler is someone who strives to perform at their best, whether they’re on vacation or traveling for business. They appreciate intelligent, high-functioning products that make their journey seamless and enjoyable. They value time, user experience, and reliability, expecting products that won’t let them down. The Tumi traveler is someone who appreciates products that are built to last.
What, according to you, is the most exciting part of the Spring/ Summer 2025 collection?
As we approach our 50th anniversary in 2025, this milestone for the brand has been a significant moment for reflection. Looking back over 50 years of innovation, we ask ourselves how we can showcase this in a fresh way, bringing newinnovations to the forefront. It’s been an incredible effort to revisit our heritage and the origin story of Tumi and toexplore how the brand has evolved. From the first U-pocket on the bag to how customers use the bags now, we continue to grow our offerings by introducing new colors and collections, particularly in our women’s category.
There is tremendous potential for us to continue creating products that reflect personality and maintain a strong connection with our customers, all while preserving functionality. Expect to see more of these elements in our upcoming releases, along with some exciting surprises and exclusive regional products.
Pro tip: there will certainly be some products that, I would say, you should grab as soon as they come out.
Tumi’s collaboration with Lando Norris has been an exciting development. What made him an ideal ambassador for Tumi, and how does he represent the brand’s values?
It’s been a tremendous story for us. We started with the collaboration with McLaren, and as we began to understand the brand and the teams more, we saw Lando. This journey started close to four or five years ago, with initial conversations slowly evolving into a partnership.
What stood out about Lando was how he embodied the Tumi customer—someone striving to be the very best at what they do. He isn’t singular in his persona; when you meet Lando, he’s a gamer, he has his own company, he’s deeply passionate about racing, and he’s connected with his family. These shared values resonated with us. We saw those parallels and knew he was the right fit.
Partnering with Lando as an ambassador felt seamless. He has been incredible for us, and we consider him more than just an ambassador; he’s part of the Tumi family. Every time we work with him, we see his growth as an individual, an athlete, and an inspiring person.
Can you tell us a bit more about the McClaren collection? Can you please walk us through the design process?
The McLaren collection is a dream collaboration. We started by having conversations with McLaren to understand their brand, values, and narrative. It was about discovering what motivates them, and from there, we developed a collection that brings together our shared focus on performance, innovation, and design.
When we moved into the design process, we worked hand-in-hand with McLaren’s design team. We wanted to take their design cues and the iconography of their automobiles and translate them directly into the product. For instance, you’ll notice details on the products inspired by the aerodynamic design of the McLaren ‘750’ car model. Some of the detailsmimic the engine bay cover, which protects the power source. The design reflects themes of performance, aerodynamics, and the idea of moving wind for higher efficiency.
We stayed true to those details while incorporating innovative elements. Even something as small as a zipper pull was reimagined. The zipper pulls feature both Tumi and McLaren branding, and we added a unique touch where they magnetize and always align in the same direction.
Beyond that, we started with fabric and later developed a carbon fiber version inspired by McLaren’s automobiles. The sleek silhouette required meticulous attention to detail, ensuring every element, even the magnetic zippers, complemented the overall design.
We even incorporated McLaren’s Speedmark into snaps. The material itself is unique. We used CX6 carbon fiber. We wanted to use carbon fiber because it’s the core of their cars. The SuperFabric we included, known for its durability, is the same material used to hold drivers in their seats, ensuring they don’t slide around. We’ve used these materials in our products and presented them in a way that feels distinct and true to Tumi.
What, in your opinion, is Tumi’s superpower?
I think for us, it’s about continuing to understand our customers’ lives and never becoming complacent or stopping our evolution. This is our superpower. We are always striving to evolve the brand, pushing it forward, and keeping our customers as the key focus. With Tumi, we want their lives to be as seamless and effortless as possible.
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