Hideous Luxury Leather Bags, founded by Daniel Upputuru, values imperfection over perfection. Each bag is crafted from well-worn hide, telling a story of beauty in flaws and impermanence. The brand’s aesthetic centers on appreciating imperfect beauty.
In Hideous’ new film ‘Baggage,’ a man orders a seagull sandwich, cries upon seeing it due to past trauma. Waiter, noticing his distress, learns of the man’s tragic loss of his son on an island. Man unknowingly eats his son, realizes after ordering a seagull sandwich in the city. The film ends with the father struggling with his inner demons, highlighting the theme of carrying emotional baggage.
The film features the exclusive Green Tote Bag, delicately fashioned with hand in full grain leather.
Speaking on the occasion, founder of the brand Hideous, Daniel Upputuru said “As we went through the skins, the small marks on them fascinated us, made us ponder on how absolutely beautiful leather is. It reminded us of the Japanese process of pottery called Kintsugi, which gave a unique character, almost a personality to the pieces of art. We realised that there can be an element of hideous in beauty. It was a cathartic experience, we fell in love with the art.”
“The full grain leather is always changing, it breathes, guarantees toughness and longevity. The process of creating each Hideous bag is itself very strenuous. After acquiring the full grain leather, the strength of various threads, the grammage of each thread, the number of stitches per inch is looked into. We also discovered the incredible strength of the Gattermann thread. Every Hideous bag is out of hand-picked full grain leather chosen from hundreds of hides, stitched with loving experienced hands, using strong German threads and following very high standards. When I heard the idea the line that we all have some baggage, I absolutely loved it!” He added.
Titus Upputuru, director of the film, who also acted in the film, added, “Leather, like human skin, is made of wrinkles, scars, and all sorts of imperfect things. As we started thinking about the brand story, we stumbled upon the idea of baggage and how each of us carry some baggage. Now baggage is valuable because it’s part of the human experience. Sometimes it’s so hard to deal with. And the bag that we carry is a metaphor of all that we carry within ourselves. The film depicts a man who is carrying baggage that he finds hard to relinquish. It’s attached to him, like a glove. Scars are part of the brand architecture and we decided to tell a story that had a deep scar ingrained in it.”
The campaign is running across digital platforms.
Credits
Produced by The Titus Upputuru Company
Director Titus Upputuru
Producer Raoul Amaar Abbas
Executive Producer Samuel Choppara
Cinematography Raoul Amaar Abbas, Bhumanyu Nehra
Music Hanif Shaikh
Editor Ahsan Habib
