Caraa is a next-generation luxury fitness brand that bridges high fashion with performance features. Based in New York City, our product offerings include bags and accessories for inside and outside of the fitness studio, designed for millennial women living perpetually active lifestyles. Caraa was founded to address major white space in the millennial consumer market. The most active generation yet, 81 percent of millennials practice group fitness vs. 61 percent of their baby boomer parents. This overwhelming majority factors the location and timing of their fitness class around their daily routine. While there are a significant number of active apparel brands to address this demand, the options for well-made, versatile, and luxurious sports bags are practically nonexistent. We collected data across 12 major US metropolitan areas and saw that 86 percent of millennials who exercise daily carry separate bags for the studio/gym and office, and nearly 100 percent of them are in the market for a singular bag that can be used from morning until night, seamlessly transitioning between work, fitness, and social activities. We have since created the world’s first “luxeletica” collection: the perfect set of hybrid handbags that strike a balance between craftsmanship, quality, and sport functionalities. To disrupt the traditional luxury leather goods and accessories market, we source our materials from Milan, Italy, and use the same luxury nylon, leather, and hardware as luxury brands like Chanel and Louis Vuitton, but charge honest retail prices below $500. Our products have high function design features including tech compartments, hidden air ventilation, and water-repellent and moisture-wicking materials. Our creative director and co-founder Carmen Chen Wu is a CFDA award winner with over six years of experience in luxury fashion, including stints at Marchesa, Alexander Wang, Erdem, and Vivienne Tam.
