Published By

Blending German Engineering with Luxury Handbags

Christoph Tsetinis and Ruby Wallen, founders of Published By, are merging German engineering with luxury handbags. Based in Vienna, their brand is known for futuristic chrome handbags that resemble sculptural art. Founded in 2019 and launched in 2020, Published By aims to bring innovation to a crowded market.

“It’s surprising how little innovation exists in the handbag industry,” says Wallen, who previously worked in consulting. Tsetinis, a former carpenter, shifted to fashion, spending time at Alexander McQueen before starting Published By with a grant from the Austrian Fashion Association. Initially, he worked with leather but soon saw the market was oversaturated with similar designs.

Realizing the need for uniqueness, Tsetinis turned to 3D modeling and his carpentry roots, drawing inspiration from the auto industry. This led to the creation of bags with chrome hardware, resembling rock-like sculptures. “We have to find a defining detail that makes our bags stand out,” he explains.

Initially, they struggled to find manufacturers for their unique materials, traveling through Italy with their prototypes. Eventually, they turned to German engineers, learning advanced production techniques. “We wanted our bags to look and feel luxurious,” Wallen says. The result is advanced, unique designs that traditional leather factories couldn’t replicate.

Using injection molding, they achieve a lower part price on an industrial scale, allowing for a sub-$1,100 price tag. This technology is crucial for their innovative designs, enabling digital modeling before physical production, saving resources and time.

Wholesale has been key to their growth, with early interest from Browns and support from Tomorrow Ltd. Their bags are now stocked globally, indicating broad appeal beyond niche markets. Selfridges’ Sarah Cartwright highlights the brand’s appeal to progressive customers and its gender-neutral nature.

Discover the carefully selected collection of our bags, jewellery, harnesses, brooches, and homeware items.

Published By plans to expand into footwear and eyewear, with collaborations and new lines launching soon. They’re also exploring design furniture, commissioned by Carmen Busquets, co-founder of Net-a-Porter. This expansion reflects their vision of applying their design language to a variety of products.

In summary, Published By combines innovative German engineering with luxury fashion, offering unique, futuristic handbags and expanding into new categories with a strong aesthetic foundation.