Artistic expression meets wanderlust: EUME launches limited edition collectable hand-painted luggage

Art is beyond the perfectly framed masterpieces displayed on walls. Over the years, the definition of art has evolved, and with that, its perception too. 

The 21st century saw the birth of ‘wearable art’. Marked by the increased popularity and accessibility of digital art further fuelled a social media campaign, where Instagram and TikTok users promoted the idea of incorporating art into everyday life—in apparel, accessories, and even home decor. Think conceptualised garments and 3D printed accessories, among others. 

Closer home, Mumbai-based EUME took the philosophy of ‘carry art where you go’ a notch higher by turning its luggage bags into collectable art. 

On April 15—World Art Day—EUME launched a limited-edition collection of aluminium luggage hand-painted by five contemporary artists—Chaitanya, Guncha Sharma, Mooz, Doodle Mopuz, and Bhavna Jasra. The art collection comprises only 23 pieces of cabin luggage—each unique from the other—and is priced between Rs 24,999 and Rs 37,999. 

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“Luggage is typically seen as utilitarian, but with this initiative, we’re giving it a new voice: one that speaks through bold visuals, craftsmanship, and individuality… With these cases, you can travel as art!” says Naina Parekh, Founder of EUME, during a conversation with YS Life.

The brand targets curious and style-conscious urban millennials aged between 25-40 years. “Those who value art, individuality, and premium design—frequent travellers, creative professionals, and art enthusiasts looking,” Naina adds. 

Earlier, creating waves with its built-in massager backpack, EUME ventured into luggage only last year. “We would have launched luggage much earlier, but because COVID-19 hit, our manufacturing infrastructure was not ready. That’s why it had to take a backseat until we launched it last April,” Naina says. 

The homegrown brand is now heavily concentrating on luggage and high-end backpacks. It claims to be the first-ever brand to launch 20-inch aluminium trolleys and 26-inch polycarbonate trunks. 

The new limited-edition collection is an extension of Naina’s love for art. “I don’t like too much structured art… I like art, which is free, flowing, and abstract,” she says.  

Explaining the process of short-listing the five artists, Naina says, “I wanted to work with artists who are very relatable to today’s consumers… The whole idea was to give something which matches today’s consumers’ thinking, intelligence and sensibility, while also having fun and some aesthetics too.”

Chaitanya Dixit, Artist and Founder of CHELabs, popularly known as ‘Che’, usually works on custom sneakers, apparel, and collectables. His style blends detailed storytelling with functional design and aligns with EUME’s principle. 

The artist has hand-painted 10 different pieces of luggage for the brand. “Each piece is like a tribute to real places and memories that I see and get etched into my head. The stamps and motifs are inspired by actual locations, and a lot of it nods to Indian art and design,” Dixit explains. 

Dixit’s artwork for EUME comprises old-school postmarks to elements borrowed from artwork on trucks, and miniature painting styles. He has used acrylics on multiple media and has layered them to add depth, and created textures using brushes and knives. 

“I wanted the bags to feel familiar but still elevated. It’s my way of honouring where I come from while pushing it into a newer, more expressive space,” the artist adds. 

Guncha Sharma, on the other hand, has a background rooted in textile design. She draws inspiration from nature, linking to her childhood in the Himalayas, as well as French and European art from her stay in Paris. 

“It is this blend of early memories and global experiences that guides me, allowing me to create pieces that carry both a place and a sense of belonging, wherever they are seen,” she adds.

Sharma has used three different colour media for her artwork—acrylic, gouache, and watercolours—to build layers. Each piece took the artist three to four days to complete, with a minimum of eight hours spent working on it.  

The suitcases are 95% chip and abrasion-resistant. 

In the last couple of years, the Indian luggage and bags market has grown with traditional brands, including Safari, American Tourister, VIP, and Samsonite, making way for new-age homegrown brands—Mokobara, Nasher Miles, Uppercase, and now EUME. 

According to a report, the Indian luggage and bags market is expected to generate $15,92 billion this year, with an expected annual growth rate of 4.81% between 2025 and 2029. The report also suggests that 88% of the 2025 sales will be attributed to non-luxury, with the increase in India’s middle-class travel aspirations. 

“Our creativity is our USP, which is matched with a lot of functionality. We are positioning the brand as premium affordable,” says Naina. 

Starting with only 23 pieces of collectable luggage, EUME has plans to continue collaborating with various artists. “It is going to be an expensive exercise, but I want to test the pulse of the market… I have something big coming up in August on the same lines!” Naina reveals. 

Now, the brand is in the process of launching its first-ever physical store in Bengaluru in mid-May, followed by Hyderabad and Mumbai in the second week of June.