The About Samsonite page throws around important sounding phrases about embodying the brand, leveraging craftsmanship, and creating unique solutions.

By identifying trends and interpreting travelers’ needs, Samsonite continues to infuse innovation and new ideas into travel, re-igniting the sophistication and experience of the past.


It’s a good example of the way big companies wind up talking. Bloated language is what happens when copy gets filtered through a committee.

Compare that to The Saddleback Story, the tale behind bagmaker Saddleback Leather.

It all began when I had my first bag made while living in Southern Mexico as a volunteer English teacher to kids who needed a little help. I had looked everywhere for just the right bag, but with no luck…

In my search, I walked into a little leather shop and met the fellow working leather in the back. I asked him if he could make me a bag if I were to draw it out. I told him that I wanted this bag to be made so well that my grandkids would be fighting over it while I was still warm in the grave. He said “Si” and I said “Bueno” and that’s how it all started.

And it continues from there. Now that’s copy with a pulse. A personal story like that is something a little guy can deliver that a big corp can’t. A tiny company can bring people inside the fold this way and turn a perceived weakness (small size) into a strength.


Saddleback also does a great job of promoting through education, like at the site’s Leather 101 page.

Whether or not you buy a leather piece from us, you need to understand leather so you don’t get burned. After reading this short page, you’ll know why some bags are so expensive and some aren’t. You’ll know why some leather cracks and tears quickly and some doesn’t. And you’ll also know what to look for and what to look out for.

The site even offers links to competitors.

Do you think that our competitors would actually put a link to our website on theirs? I’m so confident that you’ll find our classic look and over-engineered durability so hard to resist that I want you to shop around. Go ahead… the more you shop, the better we look.

After a purchase, the good vibes continue:

Just wanted to let you know that I sent your leather out just a little bit ago. Your tracking number is listed below along with a link to the shipping company so you can track your leather piece every couple of hours. To care for your leather piece and read about the photo contest please see the Questions page on the website. I have all sorts of tips to keep your leather in top shape. Oh, and by the way, I didn’t want to tell you this before you joined, but 10% of the gross amount that you gave to Saddleback went directly to one of those aid organizations on the Dave’s Links page. If you spent $500 + $20 for shipping then $52 went out to love people. Basically, you just contributed to drilling a well for an entire village or partially sponsored a 5 year old street kid in Rwanda to get into a loving orphanage and go to one of the best schools in the country. This is the main reason Saddleback Leather exists. Just wanted to let you know… between friends. Thanks for helping.

The way I see it, out of the thousands and thousands of companies in the world, on the Internet or down on the corner selling leather goods, you chose mine and I really do feel honored. You are very much appreciated.. Welcome to the family.

Above: Beautiful guitar strap made by Saddleback for Anthology Gear Wear.