Published on in RetailFujitsu and SMEs

An eyebrow or two has been raised when I enter a room.  Not down to my wardrobe – as a Client Managing Director I’m suited and booted by routine – but people tend to notice a surprising accessory, my laptop bag.  There’s a story behind this.

The bag in question can be described as a student style vinyl bag. It’s, dare I say it, cool and trendy, and looks like it should be filled with drum’n’bass records, not a laptop, and probably not on the shoulder of a Managing Director.

This is the product of the clever marketing of young entrepreneur Mat Dusting and his company M-24. He started out by using recycled truck tarpaulin to fabricate long lasting, fashionable bags from his garden shed.

After 3 years, over 100 hours of product development, and a great many prototypes he was able to recruit a team to fabricate his bags for him and he launched his website

Each bag is unique as the design depends on the available tarpaulin. The production process is entirely ethical in terms of the production teams, who are based here in the UK and come from a range of mixed social backgrounds.  It’s also great for the environment as it recycles fabric otherwise heading for landfill.

M-24’s mission is to make the best quality product at the best possible price. Therefore, it should come as no surprise that they have opted out of keeping expensive retail outlets or selling through retailers. Instead, they showcase their unique product at pop-up shops, including a recent spell in London tube stations.

Being a growing start-up, any help they can get is gladly accepted. I happened to notice the pop-up stand at London Embankment tube station and recognised the opportunity to help such a promising company.

Using Fujitsu’s relationship with Business in the Community (BITC), I was able to put Mat in touch with Wayne Hemmingway, Co-Founder of Red or Dead and chairman of the South Coast Design Forum, who spent some time at the pop-up shop providing him with tips and advice on growing his business in the fashion industry.

Having started Red or Dead with similarly modest roots, Wayne was in a great position to help Mat work on his business strategy and take M-24 from strength to strength. It’s a real example of how the right mentoring, at the right time, can make a huge difference to small businesses.

Image of front of M24 pop-up shop


M-24 is an ever growing brand, with a pop-up shop open in Farringdon Station until the 4th of January. Be sure to visit when you are passing by, it will be hard to miss with its festoon lights hanging from the ceilings, oil drums dotted around and if that doesn’t catch your attention, the downsized truck in the store will.

Or support the business and treat yourself to a bag!

Fujitsu is proud to be BITC’s Responsible Business of the Year 2015.  Find out more about how we’re helping make a real, practical & positive difference to the communities in which we operate.

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Chris Patton

Head of EMEIA Transport Marketing at Fujitsu UK&I
Chris leads our EMEIA Transport Marketing team having previously being appointed as Head of Fujitsu UK & Ireland Marketing. Chris has over 20 years’ marketing and alliances experience in the technology sector, across a number of senior management and board level positions with channel and software vendors including SCC, EDS and Camwood. With responsibility for ensuring the effective creation and timely execution of the marketing plan for Transport across EMEIA, Chris leads a dedicated team of professional marketers who share his dedication for delivering comprehensive and compelling marketing programmes and understanding of the sector.

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