A Look Back at 2012

There’s no doubt about it: 2012 has been an awesome year for ONA. From releasing seven new products, to developing relationships with new retailer partners and international distributors, to filming video and photo campaigns in New York City, we’ve had a terrific year.

As we prepare for 2013, we wanted to say thank you to all of our customers; we know that without you, our success this year wouldn’t have been possible. So first, thank you! We also wanted to share just a few highlights from 2012, and encourage you to let us know what kinds of things you’d like to see from ONA — product-wise or otherwise — in the New Year. We’d love to hear from you!

We opened our first office in New York City: not a bad view while working on developing new ONA bags!

The view from the original ONA office in NYC

We snuck a behind the scenes look at the Ohne Titel runway show at Milk Studios during Fashion Week in February and also checked out a few shows in September. It’s a brilliant opportunity to interact with professional photographers behind the scenes and observe both the fashion and the action in the pit.

Behind the scenes at New York Fashion Week

When we say our bags are handcrafted, that’s not a gimmick: that’s the truth. We visit our factory regularly and are able to see the level of attention and care put into each ONA bag. During our March visit, we enjoyed working with the team to develop samples of new styles and also produce classics like the Union Street camera bag and the Camps Bay camera backpack.

Making of the ONA Union Street Bag

As springtime rolled around, it was the perfect time for us to refresh our website and prepare to add a few new products.

The view from the original ONA office in NYC

Leica Store Washington DC
started selling ONA bags in May: we were, and are, so excited by the opportunity to partner with such an iconic brand. We think our bags look pretty classy in that gorgeous space, don’t you?

ONA Bags sold at the Leica Store Washington DC

Our design team listened to your feedback and created the Brixton camera and laptop messenger bag and the Bowery camera bag and insert. We’d heard from you that you wanted to see a slightly smaller version of the Union Street camera and laptop messenger bag with the same durable waxed canvas, leather details, and fully customizable interior. Hence, the Brixton.

You also told us that you love our Roma camera insert, and wanted to see a version that could be carried as its own camera bag. You asked, we answered.

We took to the streets (and rooftops) of New York City to shoot campaign videos that featured a few of the city’s fabulous photographers. This gorgeous view was the backdrop for the video of Nina Westervelt with the Limited Edition Capri (photo below by Nina Westervelt).

ONA team on the roof shooting a new product campaign

Shooting for the campaign took place over several weeks, with various New York City neighborhoods — from Tribeca to DUMBO — serving as the backdrop. Below are some behind the scenes shots of the producer, Andrew Ryan Shepherd, filming Chris Pino with the Union Street and Kory Westerhold with the Bowery. Shout out to Phil Anema for assisting.

Shooting ONA campaign video in Brooklyn

Later in the month, we headed back to our factory to finalize samples for new fall styles, including the handsome Leather Brixton camera bag.

ONA Leather Brixton in production

We were grateful to receive plenty of awesome coverage for our products throughout the year, including this story of ONA and the Camps Bay in the August 2012 Edition of The Robb Report Collection.

ONA Camps Bay in Robb Report

We grabbed our passports and headed to Cologne, Germany for photokina, the world’s largest imaging fair. We were excited to announce that we had secured a European distributor (details on retail locations coming very soon!). Of course, we also squeezed in some time to explore the gorgeous Cologne Cathedral and take some photos of our own.

ONA at photokina and the Cologne Cathedral

While we were overseas, we couldn’t resist the chance to relax on the beaches of beautiful Mallorca. The rejuvenation actually led to inspiration: the Palma bag takes its name from the port city of Palma de Mallorca.


As soon as we had the Leather Brixton, Chelsea and Palma in our hands, we couldn’t wait to capture them in all their beauty. We headed downtown on a sunny October day to snap our newest  products. One of the models for this shoot, Sergio, is actually a big Leica fan and enjoyed his time with the M9. Shout out to Kayla Clements who shot our spring and fall photo campaigns.

Behind the scenes on the Leather Brixton shoot

We also moved into some brand-new digs (also with a great view) in midtown Manhattan. Puppy not included with the space, but a welcome addition.

When photographers poured into New York City for the Photo Plus International Expo, we set up shop at the Leica S-Studio event at Milk Studios: we showed off our favorite styles and answered questions as photographers tested out the new Leica S-System in the studio and on the High Line.

Our distributors in Hong Kong and China represented ONA in the Macau International Trade and Investment Fair, and also secured some great coverage for ONA this fall.

On November 13, we introduced the Leather Brixton, Chelsea, and Palma camera bags, and the Lima camera straps, just in time for the holidays. Toward the end of the month, Engadget named the Leather Brixton the sexiest camera bag you’ve ever seen!

Our holiday spirit has no end: first, a winter-themed shoot, then giving away free wax with every waxed canvas bag, and now, giving away bags on our social networks! Make sure you like us on Facebook and follow our boards on Pinterest for the chance to ring in 2013 with a brand-new ONA bag.



We can’t wait for 2013! Is there anything in particular you’d like to see from ONA: on the blog, in our product line or beyond?  Let us know in the comments section!


  1. says

    I think I signed up for every possible ONA giveaway this year, from bloggers to facebookers, to all sorts of links. Alas, I haven’t been the lucky one. This has been a financially challenged year so my priorities have shifted, but never the less I can’t help but hope that I can get my hands on one of your beautiful and buttery brown Brooklyn bag soon.

    I think it’s by far my favorite because it conjures the melancholic essense of scholars past along with the craftsmanship and attention to detail that is now unheard of.

    I wish you much more success and hope that as a growing business, you continue to place close attention to all the details that your bags are known for. May you continue to grow and retain the very essence that has made you popular.

    Cheers to an even better 2013!

  2. admin says

    Thank so much Luce! We sincerley appreciate your kind words. Enjoy the holidays and we hope that you have a wonderful New Year!

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