Do you want to be known for carrying a stylish computer bag or would you rather be known for being stylish? The Shadow by booq will let you stand out without calling attention to itself while it works to earn a different label: your everyday bag.

The Shadow blends seamlessly with whatever personal style you front with a simple silhouette sans leather or metal accents. You have to look hard to find the brand name. Thick, water-resistant ballistic nylon conceals the ample padding that protects any laptop up to 15 inches.

Designs from California bag outfitter Booq tend toward the highly unorthodox and original; the last time I wrote about one of their bags I even made a tongue-in-cheek suggestion that the company’s gear was designed by folks from outer space.

But with its square-jawed, establishment lines and pockets that open conventionally, Booq’s new $150 Boa brief laptop bag seems like it would look much more at home on the set of Mad Men than it would on the set of Battlestar Galactica.