Why we chose a name that sounds familiar — but means something entirely our own.
Every brand begins with a quiet question.
For us, it was simple: What does it look like to move through the world as yourself — unapologetically, confidently, and fully seen? That question eventually led to a name. But before it became Furst Klass, it lived as an idea, a feeling, a standard we wanted to stand behind.
Where the name started
Like many travelers, we’ve walked through airports full of sameness — endless black suitcases, generic tags, rows of bags waiting on a carousel.
Nothing personal.
Nothing expressive.
Nothing that told a story.
As watch collectors and lovers of design, we’ve always been drawn to objects with intention — pieces shaped by craft, detail, and individuality. We wondered: Why shouldn’t everyday travel carry that same sense of identity?
That thought became the foundation of the brand.
Why “Furst Klass”?
Yes, it sounds like “first class.”
But that’s where the similarity ends.
We chose the name not to mimic luxury tiers or travel categories — but to redefine what first class truly means.
For us, Furst Klass isn’t a seat on a plane.
It’s a mindset.
It’s about having the courage to stand out. Choosing pieces that reflect who you are. Carrying objects that aren’t just functional, but personal. And moving through life with a sense of pride in your own signature.
The spelling — Furst — is a deliberate shift.
A reminder that identity doesn’t have to follow convention.
It can take its own path.
Move its own way.
Stand in its own form.
We wanted a name that felt bold, modern, a little unexpected — but still familiar enough to feel like it belonged in the world of travel, craftsmanship, and design.
More than a clever name
Furst Klass represents a standard we hold ourselves to:
- Craft without compromise
- Design with meaning
- Details that matter
- Pieces that express identity, not just function
Every tag begins with that philosophy — from hand-selecting French goat leather to shaping and finishing each piece by hand. Nearly a hundred hours go into bringing a single tag to life.
Furst Klass is the expression of that commitment.
Your identity is your signature
We launched our first edition, FK101, in bold neon colors because we believe in standing out — in a sea of sameness, in places where individuality is often muted or lost.
Every traveler carries a story.
Every journey says something.
Every bag has a signature.
Our name is a tribute to that idea — a reminder that your path, your identity, your expression deserve to be seen.
Furst Klass is not where you sit.
It’s how you show up.
It’s the confidence you carry.
The intention behind what you choose.
The light you bring into a world that often feels uniform.
That’s the true meaning behind the name.
And that’s the journey we invite you to join.
