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Gustav Messenger Denim

Regular Price: HK$1,980

Special Price HK$990


The Denim messenger bag by Seventy Eight Percent is made from Raw Japanese Denim and Italian vegetable-tanned leather. Designed to carry your belongings in comfort and style, Gustav is spacious and well organized with pockets to stash your urban essentials. The Gustav is big enough to carry a 15" laptop computer and much more.

A spacious main compartment has a zipped mesh pocket, an A4 size document pocket and two large 3D pockets for your chargers, camera and external hard drive. On the front panel there is one pocket for pens and another for a camera, PDA or a passport. On the back panel is a zipped pocket, for your wallet, phone, keys and anything you might need to access frequently.

Japanese raw denim, produced from superior cotton, rope-dyed and unwashed. It is durable, and wears beautifully. Italian top-quality vegetable-tanned leather. Its aging process gives expression of individuality and character to the bag.


  • Seventy Eight Percent Gustav
  • Denim
  • Copper rivet reinforced corners and straps
  • Fits a 15" laptop
  • A4 document pocket
  • Two large 3D storage pockets
  • Pen pocket
  • Front panel pocket with internal organizer
  • Quick access external zipped pocket
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Seventy Eight Percent

Seventy Eight Percent

78% is a conceptual design manifest created by Elad Klein, an artist, designer, musician and an uncommon creative spirit. In short, the manifest calls for designers to embed intentional flaws in their designs, thus creating products that are less than 100% functional. The idea is to force the user to develop new ways for using daily objects and to adjust his behavior to compensate for the product's flaw. Elad figured out that 78% is just the right amount to flaw an object. More than that would not create the desired effect and less than that would result in a useless product. However, Elad died in a kayak accident in Hong Kong before he managed to bring his vision to life. His restless creativity and joyful spirit remains an everlasting source of inspiration for the brand.
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