Paul Smith's Project 10: Bag was a reaction to a world full of mass production. In an effort to strive for individuality, Paul Smith took one bag shape, the ‘Flight Bag’, and produced individual designs - 138 in total - for every Paul Smith shop in Japan. Each bag was limited to an edition of 10, and were launched exclusively in Japan in April 2009 before going on display in the Design Museum atrium.

‘I wanted to show that creativity is not just driven by money or commerciality and that it can be about a simple idea and effort. Designing 138 prints at the same time for one project was both extremely challenging and rewarding at the same time. I wanted to give and show something interesting and unique to the customer, and hopefully we have achieved that.’
Paul Smith