innessak, the Swedish word for Keepsake, was dreamt up and launched in 2023 by two London visionaries, Peter Keep and Jas Sembhi. Both have experience in the industry. Both were also inspired to shake things up and bring a fresh approach to slow fashion, taking upcycling, recycling and repurposing to a new level. M Using the iconic MA-1 flight jacket as the core material, they’ve expertly integrated all manner of other ‘deadstock’ materials into beautiful designs to make a highly captivating and distinctive launch range.
What does Minnessak stand for, and what sets you apart from other brands?
Minnessak is the Swedish word for keepsake. Our aim is to make bags that people will love and cherish and want to keep forever. It’s a combination of factors. First and foremost it’s the creativity of our Head of Design, Jas Sehmbi. He’s been designing bags for 40 years and had a very successful brand called JasMB which sold in over 500 stores all over the world. Sadly, it was a victim of Covid. Our ethos also helps to set us apart from a lot of brands as does the fact that we manufacture in London.
Why did you decide to design recycled bags?
Jas has used recycled and repurposed materials in his collections over the last 30 years. Using what already exists is even more critical in today’s world.
How do you decide on each season’s designs and collections?
As a bag brand, we’re not seasonal in the same way that an apparel brand is. We have a core collection to add and/or subtract from each season. This depends on what styles are selling, what new deadstock materials Jas finds and what he feels the market is looking for.
Where do you produce your bags, and is it essential to be able to trace production?
Currently, we produce to order in our workshop in London. We do not carry stock. Managing our own production ensures that our bags are made according to our ethos, giving us flexibility and enabling us to fulfil mid-season orders.
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