Victor Tam on growing Monos from luggage brand to lifestyle label

Minimalist suitcases put Monos on the map, but co-founder and CEO Victor Tam built the brand with a wider ambition from the start. “We’ve always seen Monos as a travel and lifestyle brand rather than simply a luggage company,” Tam told FashionUnited. Since launching in Vancouver in 2018, the brand has expanded into sunglasses, opened its own stores and teamed up with fashion labels such as Reformation.

“We sit at the intersection of the three,” Tam said of travel, fashion and lifestyle. “Travel will always be our foundation, but our definition is broad. We’re building a world around travel, and that could mean what you carry, what you wear, where you stay, or even the experiences you have along the way.”

Sunglasses, launched in May with the Mira collection, were the first step beyond bags. “Sunglasses were a natural step in that direction given their connection to travel,” Tam said. “We approach all categories with the same principles we bring to luggage: thoughtful design and quality materials coming together into something functional that doesn’t feel disposable or trend driven.”

From screen to store

Physical retail is the other pillar of the strategy. Monos has opened five US stores over the past year, in New York, Los Angeles, Chicago, Boston and Washington, D.C.

“For years, most people saw Monos through a screen. Physical retail gives us an opportunity to bring the brand to life in a way that digital can’t fully replicate,” Tam said. “By experiencing the product in person — rolling it around, feeling the materials, opening it up — customers are able to see all the little things and attention to detail that can be harder to communicate online.”

Tam describes stores and e-commerce as “an ecosystem,” with physical retail also acting as a feedback loop. “By speaking to customers, hearing what excites them, what they’re unsure about, and what ultimately pushes them to make a decision, we learn a lot about how we can make the Monos experience more seamless, whether in-store or online.”

He has advice for other digitally native brands moving offline: “Don’t assume that what works online automatically works in a store. Stay disciplined and humble, and take the time to understand retail’s unique economic and operational challenges before scaling too quickly.” He added: “Some of the most useful things you learn won’t show up in a dashboard.”

Growth without rushing

Monos sees room to grow, but on its own timeline. “For retail, the U.S. is still a major opportunity for us, and our home market of Canada continues to show the brand an incredible amount of support,” Tam said. “Internationally, we’re seeing organic demand in certain markets that we think Monos would really resonate with. For products, we’ll continue expanding carefully beyond luggage into categories that fit naturally into our ecosystem.”

“While we see room for a much larger physical footprint in North America and beyond, and are always considering new categories to bring our ethos to, we’re also not in a rush,” he added.

That patience reflects how Tam thinks about the brand’s future. “We have goals for Monos that are set ten, fifteen, twenty years, or more into the future, and in order to get there you have to stay flexible,” he said. “What’s important is to never confuse a detour with a change in destination.”

Tam started his first brand at 13 and founded furniture company Rove Concepts before co-founding Monos with Hubert Chan and Daniel Shin. “Monos is an application of everything I’ve learned: a brand built more deliberately from day one,” he said. Tam focuses on growth and business strategy, while Chan, the brand’s chief creative officer, leads product and creative.

A one-of-one G-Class

The brand’s latest project combines luggage with a car. Monos has launched a limited-edition Aluminum Rodeo Check collection alongside a one-of-one 1998 Mercedes-Benz G-Class, which it is giving away in a sweepstakes running through November 26.

The restored vehicle has a reupholstered leather interior, custom-woven Rodeo Plaid seat inserts and an Alfa Romeo-inspired Amaranto paint finish, as well as modern updates including a five-speed automatic transmission and air conditioning. The grand prize, with an approximate retail value of 97,500 dollars, also includes a trip for two to Vancouver and a set of the limited-edition luggage. No purchase is necessary to enter.

The five-piece luggage capsule brings the car’s plaid interior to Monos’ aluminum suitcases through a debossed check pattern and tonal black detailing. Prices range from 745 to 875 dollars.