OUR STORY

Attáge was born out of a personal need and a greater vision by founder Jonna Johansson. Founded in Stockholm in 2020, Attáge is the result of years of reflection, research, and a commitment to creating better alternatives.

“It all started in 2016 when I was searching for the perfect business bag – one that could carry everything I needed during my day, from morning workouts and business meetings to lunch out or drinks after work. Finding that one bag, without compromising on design or function, proved more challenging than I expected. After an extensive search, I decided to design my own.”

The idea felt right, but after researching the fashion industry and realising its environmental and ethical impact was far worse than she had imagined, Jonna grappled with the question: How can we even justify creating yet another product?

Through careful reflection, she realised that while we can’t transform consumer behaviour or the fashion industry overnight, we can offer better alternatives – products that empower conscious shopping and minimise harm to people, animals, and the planet. This ethos became the foundation of Attáge.

With this perspective, Jonna identified a lack of premium vegan leather products on the market. “What I found was mostly fast fashion, and many existing options were made from toxic materials.” Her research led to the discovery of bio-based leather – a sustainable alternative that would bring her vision to life.

After years of product development, guided by Attáge’s core values, the brand officially launched in November 2022.

OUR PRODUCTS
Attáge bags are crafted from Uppeal™, a vegan, bio-based leather that blends innovation with sustainability. Made up of 20-30 percent apple waste from the Italian food industry, this material is toxin-free, durable, and water-resistant, with a premium feel often mistaken for traditional leather.

Each bag is handcrafted in a family-owned factory in Spain, using responsibly sourced materials from Italy and Spain. Every step in our process reflects our commitment to slow fashion – thoughtful, ethical, and made to last.

OUR FIRST COLLECTION
Attáge’s first collection, designed for a business lifestyle, features four timeless products in black with three embossing styles: Classic, Exclusive, and Signature. Each piece is complemented by a mustard yellow lining and gold-toned metal details.

“With Attáge, I want to inspire a more mindful approach to consumption – choosing fewer but better products that make a difference for people, animals, and the planet. Small steps, like questioning what we buy and why, contribute to greater change. It’s not just about change for ourselves but for the world we leave behind.”