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Atelier Pegai: A New Era of Leather, Starting With the Flora Tote
- Mar 29
- 4 min read
Updated: Apr 18
Watch the videos here:
Why I Started Dissecting Luxury Bags
Over the past few years, I have spent more than $100,000 of my own money slicing open luxury handbags—analyzing every stitch, every layer, and every material. Why? Because I had to know: what makes these bags so expensive?
At first, it was purely personal curiosity, a selfish inquiry driven by my fascination with leather craftsmanship. I wanted to understand whether the pricing of these high-end bags was justified or if it was simply clever marketing and brand prestige. But as I continued dissecting bag after bag, something unexpected happened. This journey turned into my second passion: storytelling. Through my investigations, I not only discovered the truth behind luxury handbags but also found a way to share my knowledge with others who were just as curious. And more importantly? I learned a LOT.
The Truth About Most Luxury Bags
What I found was both surprising and predictable. Most of the bags I cut open were just expensive—nothing special. They had nice materials, sure, but nothing that truly justified their astronomical price tags. In many cases, the premium cost came from the brand name, a shiny logo, and the illusion of exclusivity rather than superior craftsmanship.
But among the many bags I opened, a few stood out as truly exceptional. These were the ones that, even as someone who doesn’t care about flashy branding, I would gladly pay thousands for—not for the name, but for the experience of the leather and craftsmanship. These rare finds were the real deal, demonstrating a level of artistry that made them worth every penny.
The Two Leathers That Changed Everything
Through my research and dissections, I became obsessed with two standout leathers that represented the pinnacle of luxury. The first was Togo, the legendary shrunken calf leather from Germany, renowned for its distinctive pebbled texture and incredible durability. The second was Silk Elba, a smooth, refined calfskin from a tannery near Barcelona that struck the perfect balance between softness and structure.
As a tanner myself, I know just how difficult it is to achieve the ideal blend of natural beauty and expert finishing. These two leathers do it flawlessly, making them some of the finest materials available in the luxury world. However, their rarity and quality also meant they came with an extremely high cost.
The Problem: Can I Make a Bag With These Leathers at a Fair Price?
One of the most common requests I get from my audience is to create exceptional leather goods at a fair price—something that offers the same quality as top-tier luxury brands without the insane markup. So, I started thinking: could I design a bag using these world-class materials while keeping it reasonably priced?
The challenge quickly became clear. Even with my lowest pricing multiplier of 3x, I couldn’t bring the price below $500. These leathers are among the most expensive in the world, and high-end bags often include hidden internal engineering—reinforcements, layers of structure, and precision craftsmanship—that significantly add to their cost. If I wanted to make this idea work, I needed a new approach.
The Solution: The Birth of the Flora Bag
Then, I had a breakthrough. Instead of using traditional construction methods with heavy internal reinforcements, I decided to let the leather’s natural temper create its own structure. By relying on the inherent qualities of these luxurious materials instead of additional stiffeners, I could maintain the integrity of the bag while significantly reducing costs.
And that’s how the Flora Bag was born.
The first prototype exceeded my expectations. Made with Togo and Silk Elba, it had an organic, natural shape that showcased the beauty of the leather without unnecessary bulk. It was soft yet structured, luxurious yet practical. It felt like the perfect balance between high-end craftsmanship and everyday usability.
Full Transparency: What the Flora Bag Is Made Of
For those who love to geek out over materials (like I do), here’s the full breakdown of what went into making the Flora Bag. The Togo leather I used cost €135 per square meter, making it one of the most expensive calfskins I’ve ever worked with. The Silk Elba leather was slightly more affordable at €88 per square meter, while a high-quality semi-aniline calfskin alternative, which doesn’t come from a famous tannery, cost around €35 per square meter.
I believe in full transparency, so I shared the entire pricing breakdown on my website. Unlike many luxury brands that keep their costs hidden behind a veil of mystery, I wanted people to understand exactly what they were paying for and why these materials were so special.
Where to Get the Flora Bag
The Flora Bag is now available on Atelier Pegai, a spin-off of my PEGAI brand, where I focus on specialty leathers crafted into simple, accessible designs. This first release is a limited batch, but if there’s enough demand, I can quickly produce more in Ubrique, the heart of Spanish leather craftsmanship.
To thank my early supporters, I’m offering 20% off for those who preorder, making it an even better deal for those who appreciate high-quality leather goods.
What Do You Think?
This entire journey—from dissecting luxury bags to crafting my own—has been an incredible learning experience. Now, I’d love to hear from you. Would you like to see more experiments like this? Does the idea of a luxury-quality bag at a fair price excite you? Let me know what you think, and if you’re interested, go check out the Flora Leather Tote today!