Rapper/entrepreneur Jay Z is backing a new indestructible suitcase line called Away. Away was started by Jen Rubio and Steph Korey after they wanted to make an affordable suitcase that would not break.
Their suitcases have impenetrable and unbreakable outer cases, USB ports to charge devices, interior compression systems so it saves space, and wheels for the smoothest roll.

They launched the line in 2016 and have recorded $12 million in sales.

People have speculated that their early success is due to their team of 41 technologically skilled millennials and their use of popular photo sharing app, Instagram to market.

“There’s a lot of people on our team who were coming of age when Instagram came out, so we’ve definitely learned from them that brand discovery and shopping through Instagram is an important part of how they find things,” co-owner Steph Korey told CNN Money.

Currently, there is one physical retail store in New York’s Soho with the rest of their sales coming online.