Sometimes a problem is solved by sweating the details until a solution is reached. A solution so elegant that it appears to be the only possible answer to the problem. A solution so thoroughly worked through that it seems effortless.
Other times, the designer will think of something, grab the first parts that comes to hand and call it good. The solution might work, but it won’t be getting stocked at the Apple Store any time soon. The Clutch is one such solution.
One of the things I have always found interesting about bags is the way they are defined by their intent. There is more to them than their fabric and stitch. To judge a bag, you need to look beyond what it is to what it aspires to fill itself with. In other words, bags have souls, and like people, you can’t judge them just by what they are. You must also consider what they want to be.
The Acme Made Clutch is a bag that aspires to be as sleek as the 13-inch MacBook Air and MacBook Pro that it is designed to fit. At that, it succeeds. Those looking for an all-purpose laptop bag to throw anything and everything into should look elsewhere, though. The Clutch is as minimalist, meticulously organized and with as much eye to fashion and form, it’s as if Jonny Ive had designed it for Steve Jobs himself. But Steve never was a guy who needed to keep a lot of things in his bag.