When Luggage Was Fun and Fashionable

Image via hideelee on Pinterest

Most of us don't think of luggage as "fashionable". Luggage is one of those purchases that most people today don't really give a second thought about. As someone who previously worked in retail, I can tell you that as long as a suitcase meets the size requirement to qualify for the carryon bin, the color and style are low priority. 

Back in the mid-century, however, the aesthetics of luggage and making the owner look stylish seemed to be just as important as the features. The Golden Age of passenger air travel was in full swing and luggage manufacturers seized the opportunity by producing functional and fashion-forward luggage and travel accessories. Whether you were making a business trip to San Francisco or jetting to the Hawaiian Islands on holiday, you wanted to look good, and luggage helped complete that look. 

Looking through vintage luggage advertisements, I couldn't help but notice that luggage trends tended to mimic the hues and patterns of clothing during any particular decade. And it all started with the iconic luggage brand Samsonite which pretty much ruled the 20th century travel industry. 

Image via J.E. Hart on Pinterest

What is the History of Samsonite Luggage?

Samsonite has always been an innovative luggage company. American businessman Jesse Shwayder founded the Shwayder Trunk Manufacturing Company in Denver, Colorado in 1910. It was a family affair, with Shwayder's father acting as lead salesman and his brothers helping to run the business. 

In 1916 the Shwayder men created their first marketing campaign by posing for a photo perched atop a plank that was balanced on one of their travel trunks. The tagline read "Strong enough to stand on." 

Back in those days the company produced wooden and leather steamer trunks for traveling by ship, which was the only way people could travel across an ocean at the time. 

But that was about to change once passenger air travel came on the scene. 

What is So Special About Samsonite?

Shwayder's company realized that heavy, clunky trunks weren't going to cut it for air travel, so they started to make suitcases and other carrying cases as well as experimenting with materials to make them easy to lift and carry. And as air travel made traveling more accessible to the middle class, this meant they had to be affordable as well. 

In 1941 they achieved this with the Samsonite, their new suitcase line made of a lightweight vulcanized fiber. The name was inspired by the biblical judge's association with strength and durability. By 1965, this innovative suitcase had become the company's bestselling item, and they changed their name to Samsonite. 

Another milestone came in the 1950s when Samsonite introduced its sleek Ultralite line of luggage available in several colors. Samsonite's luggage was also designed with compartments to make packing easier. And in 1974 the company introduced the first Samsonite suitcase with wheels—further adding convenience for the modern traveler. 

Are Samsonite and American Tourister the Same Company?

After several decades of success and pretty much dominating the luggage market, the Shwayder family sold Samsonite to Beatrice Foods in 1973. From there the company has been through multiple ownerships and now owns American Tourister, which was once their major competitor. 

Does Samsonite Still Make Quality Luggage?

Yes! Samsonite is still going strong. Today, Samsonite still makes beautiful, lightweight, coordinating luggage sets such as their Centric 2 Hardside Expandable Luggage with spinners in a gorgeous Caribbean blue color. It's a great way to bring a touch of glamour back to your travel adventures. 

Now let's dive into some fun vintage luggage advertisements from the '60s and '70s. 

Vintage Luggage Advertising From the 1960s and '70s

Image via Tim on Pinterest

Yes, that's a young Kurt Russell (with his costar Joyce Menges from the 1972 film Now You See Him, Now You Don't) promoting periwinkle colored Lady Baltimore luggage. Are they escaping from New York, perhaps?

Image via periodpaper.com

Bob Hope promoting American Tourister in 1966. He knew a thing or two about good luggage after doing all those shows for the troops. 

Luggage definitely took a groovy turn by the mid-to-late '60s. These are all Samsonite bags. 

Thou shall be judged. Shame that even a little flower power couldn't put a smile on old Ms. Snooty Moneybags. 

Image via Gisela Bise on Pinterest

This black and white flower print was apparently so popular that Samsonite offered it on a matching coat. 

Fun little makeup and accessory travel bags. 

A selection of bright colored coordinating luggage sets from a late 1960s Sears catalog. 

Image via Skyway Luggage website

Skyway Luggage may be a lesser known brand, but it was formed the same year as Samsonite and is still in business today. I love the shiny patent look of these late '60s green and black and gold travel bags and suitcases. 

Image via KristensVintagePaper on Etsy

He has two bags while I count at least four for her—exactly what were you trying to say about women travelers, Samsonite? 

Also, when's the last time you saw a luggage commercial? I definitely remember this American Tourister commercial featuring the gorilla knocking the suitcase around. But is it just me, or was that gorilla really a chimp?

Not to be outdone, Samsonite recruited the Pittsburgh Steelers in 1977 to stomp on and kick their bags around. 

Happy and safe travels!