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The sports bag for the whole day: The “18.oo” bag from La Laura impresses with its spaciousness, design and sustainability

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    Laura Seifert
    Founder LA LAURA & Coachee Creative Business Coaching 21

The young Zurich designer Laura Seifert has set the goal of creating a sports bag that meets the highest demands, because she herself has exactly these demands. With her own label La Laura and her first and recently launched product, the “18.oo” sports bag, she succeeds in doing just that: a unique bag that can last all day, always looks good and is kind to the environment.

The clean design, the color concept and the striking diagonal all catch the eye. But this is also where the real highlight of the “18.oo” bag by La Laura is hidden: the zipper that runs diagonally across the corner on both sides, creating an extra-large opening for easy packing and unpacking. A well thought-out detail for which the designer has even received design protection. Sports gear, a notebook, a wallet, documents, headphones, a volleyball, even jogging shoes—everything can be easily packed and unpacked and there is space for everything. 

Mary Poppins’ Bag
The “18.oo” bag offers enough storage space for the whole day without looking like it. Thanks to its slim design and clever color scheme, it always cuts a good figure in a sporty and chic way and is ever so cleverly divided that order is always maintained even when it is well filled. No more unnecessary rummaging: a laptop compartment, several organization compartments and a sewn-in, separately accessible shoe bag ensure that everything stays in place. This makes the bag the ideal companion around the clock. From the office to the gym, to the lake, to the bar, on the bike, in the tram, on foot—it’s a bag for the whole day. Or even two! It fits easily on the luggage rack on the train and, with a little extra air, even in the hand luggage on the plane. 

Keeping an eye on the environment
Lots of space and a beautiful look do not make the perfect sports and city bag for Laura Seifert. It has to be robust. And above all, it must not pollute the environment unnecessarily. The designer therefore paid particular attention to sustainability during the development process. The biggest challenge here: the right material. She finally found what she was looking for at the Swiss company Schenker Storen, which has its robust, water-repellent fabric for blinds manufactured under environmentally friendly conditions in Austria. The fabric is sewn into a bag in Uster. This means that the transport routes in production also remain as short as possible. 

Swiss Design and Craftsmanship
This has its price, but also its indisputable advantages. For example, sustainability means less waste. On the one hand, the beautiful, timeless design is enjoyed for a long time. But on the other hand, the robust, high-quality materials make it durable. This is what Swiss design and craftsmanship stand for, what La Laura can boast of. The well thought-out design and the production in Uster ensure that the bag, should something break, can be easily repaired and thus simply stays in use for longer (reducing waste while prolonging use). 

Smooth landing
Its success proves the very design of it. In November 2021, Laura Seifert successfully presented the “18.oo” bag to a larger audience at DesignGut, the fair for sustainable design in Winterthur, and at Blickfang, the international fair for good design.

High standards and clear goals
As an athlete, Laura Seifert knows that you have to perform before you see results. She also put all her passion into developing her own first product, from the concept to the first self-sewn prototypes to the final implementation. “I have clear ideas and high standards. That not only helps me in sports but also in design.” At the beginning of this venture, she would never have dreamed of her own perfect sports, everyday and travel bag, but the flash of inspiration with the diagonal opening across the corner would lead to the establishment of her own label La Laura. “But it doesn't really surprise me that much,” says Laura Seifert. “I am a doer. When I start something, I finish it. And properly.”

Are you curious about how things will progress? Then follow Laura Seifert on Instagram:, LinkedIn: Laura Seifert, or treat yourself with the design bag on the official website at

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