SUBSCRIPTION ONLY Creative Advertising After Torching a Rimowa, John Summit Becomes Away’s Chief Destruction Officer Away answers the DJ’s viral post with a partnership that puts its aluminum luggage through a trial by fire Away has named John Summit as its 'Chief Destruction Officer' By Alixandra Rutnik --> John Summit is lighting another suitcase on fire, but this time it’s not a Rimowa.
Rival luggage brand Away has named the DJ and producer its “Chief Destruction Officer,” following a viral Instagram stunt earlier this year in which he set his Rimowa suitcase ablaze.
The story goes that after his sixth Rimowa broke on tour, Summit lit the suitcase on fire in a parking lot and posted the video with the caption “end of an era.” He set the footage of the suitcase, which he named “Samantha,” to Justin Bieber’s “Sorry.”
It may have been the end of Summit’s Rimowa era, but it’s the beginning of a new one: an exclusive partnership with Away.
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