BUSINESS INSIDER

This backpack from a San Francisco startup is full of clever features for commuters — here's why it's my go-to

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It’s an undeniably refined silhouetted that reveals just how considered the product actually is. It dresses up well, but it takes a beating—and it feels comfortable all the while.

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COOL HUNTING

MINIMALISSIMO MAG

Good design is not about compromise, it's about balance. This is why we were thrilled to come across The Classic backpack by ISM. It's the ideal backpack that balances a casual and professional look.

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How do you stand out from the crowd with a classic backpack design? Create something to a high standard, executing a premium experience that delivers on your mission. That’s exactly what the ISM Classic Backpack has done.

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"SIMPLICITY REDEFINED"

"Chic. Functional. Priced Right"

This backpack is pocket perfection – just a few strategically placed compartments so it doesn’t turn into the Bermuda Triangle in there – nothing extra.

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My everyday carry as someone working in Silicon Valley, starting with the ISM backpack to store my laptop and everything I need.

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WHAT'S IN MY WORK BAG

"WHATS IN MY MINIMALIST BAG"

Lately, I’ve been carrying only the essentials in my bag and keeping it simple, decluttered, and minimal, especially with the ISM backpack.

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The classic backpack strikes a perfect balance between form and function that is hard to find elsewhere in the current market of carryalls. Its understated design delivers a minimalistic, slim profile without compromising on practicality.

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"PERFECT BALANCE"

DETAILS BEHIND THE BAG

We were inspired by classic bag design elements and combined desired features in ways that hadn’t been seen before...

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