Japan • Bags • Material-First
Japan's fabric-forward bag brand built on "shared values" — where CORDURA engineering, modular carry systems, and obsessive pocket architecture meet understated design.
AS2OV begins with fabric. Founded in 2013 by Taichi Fujimatsu — a former director and designer at master-piece — the brand's name is an acronym for "A Shared Sense Of Value," a philosophy of making high-quality, experience-led bags accessible to more people. Every product starts with materials: co-developed original textiles, CORDURA constructions engineered in-house, and factories hand-picked per item across Japan and overseas.
The timeline: from master-piece roots to a fabric-forward ecosystem
- 2013
- Taichi Fujimatsu launches AS2OV under UNBY, bringing decades of bag design experience from master-piece. The brand name encodes its mission: A Shared Sense Of Value (共有する価値観).
- Dec 2013
- Hypebeast publishes the AS2OV 2013 Fall/Winter Lookbook, marking early international visibility.
- ~2014
- UNBY GENERAL GOODS STORE Harajuku opens as the first directly-managed retail location.
- Sep 2015
- HOUYHNHNM features "Philosophy of the fabric. by AS2OV," framing the brand's material-first approach.
- Aug 2016
- Tommy Guerrero × AS2OV collaboration bridges bag design into skate culture, covered by Hypebeast and HOUYHNHNM.
- Jul 2018
- ISETAN MEN'S net publishes an in-depth interview with Fujimatsu about AS2OV's design philosophy.
- 2025
- UNBY press release marks the store's 10th anniversary; HQ in Sanda, Hyogo and Tokyo office in Jingumae, Shibuya.
Design DNA: how to recognize AS2OV
AS2OV's design language is deceptively simple: start with "basic design," then layer in modern carry features — pockets, modularity, PC protection — until the bag becomes a system, not just a container. The result is bags that look restrained but reveal their depth the moment you open them.
Fabric-Forward Naming
Series are named after their materials: CORDURA DOBBY 305D, WATER PROOF CORDURA 305D, EXCLUSIVE BALLISTIC NYLON, ALBERTON CANVAS. The fabric is the identity.
Modular / Multi-Carry
3WAY systems (hand/shoulder/backpack) and detachable components are a brand pattern. The WATER PROOF day pack's waist unit works as a standalone fanny pack.
Spec-Sheet Precision
Product pages read like technical data sheets: mm dimensions, gram weights, pocket counts, denier specifications, and PC-slot sizes down to the inch.
Hardware Restraint
Subtle branding via nickel-plated original brass plates, custom hardware, and leather pull-tabs — no oversized logos, just quiet material confidence.
Signature pieces: start here
These six pieces capture AS2OV's range — from the iconic CORDURA backpack to modular day packs, 3WAY business carry, and shuttle-loom canvas totes. Each one demonstrates the brand's material-first, function-dense philosophy.
Materials & construction: the deep dive
AS2OV doesn't just use materials — it co-develops them. Each signature series revolves around a proprietary or heavily customized fabric, paired with considered construction details.
Exclusive Ballistic Nylon
Original CORDURA Ballistic® with 1000D warp and 840D weft 66-nylon yarn. ATY-processed bright yarn creates a subtle luster with extreme durability. Paired with vegetable-tanned leather finished by hand with oil glazing.
ALBERTON Canvas
Woven on vintage shuttle looms: 25oz body and 15oz "army duck" handles. PVC-reinforced bottom for waterproof ground contact. A heritage material story in a modern tote silhouette.
Nylon Polycarbonate
PU + polycarbonate-coated nylon for extreme durability and waterproofing. Used across both bag and outdoor/camping series (containers, cots, holder bags).
BLEISURE (Business + Leisure)
A hybrid materials package combining CORDURA 3-layer fabric with polycarbonate fabric. YKK zippers, Woojin buckles, veg-tan leather details. Charger pocket for the business traveler.
Fit & sizing: buying with confidence
AS2OV product pages provide precise specifications in millimeters, grams, and liters. Here's what those numbers look like across the range:
- Large carry (44L): CORDURA DOBBY 305D BACK PACK — W300×H550×D150mm, 1840g. Fits 2+ nights of travel; belt cinches down for daily use.
- Daily + laptop (25L): WATER PROOF CORDURA 305D DAY PACK — W280×H470×D160mm, 990g body + 200g waist unit. 15" PC pocket with brushed lining.
- Multi-carry business (24L): EXCLUSIVE BALLISTIC 3WAY HELMET BACKPACK — W400×H390×D60mm. 13" PC pocket, 15 total pockets, carabiner harness for backpack mode.
- Small utility: NYLON POLYCARBONATE HOLDER BAG — W150×H300mm. Compact outdoor/daily carry case.
Price positioning: what you pay for
AS2OV sits in the considered-purchase range for Japanese bag design. The value proposition is consistently spec-forward: proprietary fabrics, storage architecture, modular systems, and hardware details.
- Small accessories: ~¥10k–15k (e.g. Holder Bag ¥11,550)
- Multi-carry bags: ~¥28k–31k (e.g. Ballistic 3WAY ¥28,600; Tommy Guerrero collab ¥30,800)
- Totes: ~¥33k+ (e.g. ALBERTON Canvas Tote L ¥33,000)
- Core backpacks: ~¥39k–47k (e.g. BLEISURE DAY PACK ¥39,600; DOBBY 305D BACK PACK ¥40,700; WATER PROOF DAY PACK ¥47,300)
FAQ
AS2OV (pronounced "assov," Japanese: アッソブ) is an acronym for "A Shared Sense Of Value" (共有する価値観). The name encodes the brand's founding philosophy: making high-quality, experience-led bag design accessible to more people.
Taichi Fujimatsu (冯士松大智), a former director and designer at master-piece, launched AS2OV in 2013 under UNBY (UNBY, INC). Designer Takashi Fujioka (藤岡高志) also appears as a key creative figure in interview coverage.
AS2OV is operated by UNBY, headquartered in Sanda, Hyogo Prefecture, with a Tokyo office in Jingumae, Shibuya. UNBY GENERAL GOODS STORE locations in Harajuku, Sanda, Minoh, Shinsaibashi PARCO, LUCUA Osaka, and Nagoya PARCO serve as official retail.
Best: the official AS2OV site and UNBY online store. In-person: UNBY GENERAL GOODS STORE locations across Japan. For overseas buyers, Greybird Store (Tokyo & San Francisco) ships directly from Japan with import duties covered. UNBY's own overseas checkout goes through WorldShopping (10% service fee). Trusted authorized retailers in Japan include GALLERIA Bag & Luggage, TORATO, and Sentire-One (all claim 正規販売店 status).
UNBY's shopping guide states no returns or exchanges for customer convenience. Defective or damaged items have specific handling windows and conditions. WorldShopping orders cannot be changed or canceled after placement.
While founder Fujimatsu came from master-piece, AS2OV defines itself through co-developed original fabrics (like its proprietary CORDURA Ballistic and 3-layer waterproof constructions), factory selection per item, and a "basic design + modern carry" philosophy that prioritizes material innovation and modular functionality.
Where to buy + authenticity
AS2OV distribution is tightly controlled through UNBY's own ecosystem and a small network of verified authorized retailers.
- Official channels: AS2OV Official Site + UNBY Online Store
- Physical stores: UNBY GENERAL GOODS STORE — Harajuku, Sanda, Minoh, Shinsaibashi PARCO, LUCUA Osaka, Nagoya PARCO
- Overseas (recommended): Greybird Store — based in Tokyo & San Francisco, ships directly from Japan to the US with import duties covered (no surprise fees at delivery)
- Overseas (alternative): UNBY's own checkout via WorldShopping (10% service fee on total product price; inquiries in Japanese only, other languages via WorldShopping)
- Authorized retailers: Look for "正規販売店" (authorized dealer) claims — GALLERIA Bag & Luggage, TORATO, Sentire-One
- Verify by product code: Official pages show codes like 061400-65, 141600-65, 061325-65 — cross-reference against the official catalog
Collaborations: culture crossover
AS2OV keeps its collaboration roster focused and meaningful. The most documented partnership bridges bag design into skate culture iconography.
A collaboration with legendary skateboarder Tommy Guerrero, produced via gallery of GALLERIA. The "210D NYLON TWILL BACKPACK" (Tommy Guerrero model) retailed at ¥30,800, tying AS2OV into the skate/street world through a shared ethos of function and craft. Covered by both Hypebeast and HOUYHNHNM.
Beyond bag collaborations, AS2OV extends into outdoor (camping chairs, cot tents, folding tables), golf (caddy bags with Bridgestone golf balls), and apparel — all under the same material-first philosophy. The brand operates as one pillar of the broader UNBY general goods vision.
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