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Travel · November 2026
Away’s Chief Destruction Officer
Monday 19th October, 2026
Away named DJ John Summit its “Chief Destruction Officer” and had him drag, torch and tar its aluminium luggage to show how tough it is. The stunt accompanied the collection’s first major refresh in six years, including new colours and a mini crossbody bag.
Why it worked: It turned a product refresh into a visual stress-test spectacle, using a viral DJ’s “Chief Destruction Officer” title to legitimise extreme durability demos and hard data.
The lesson: Consider appointing a playful “anti-role” spokesperson to publicly try to break your product, then pitch the quantified test results with video receipts.
Away
4 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| adweek.com | After Torching a Rimowa, John Summit Becomes Away’s Chief Destruction Officer | Monday 19th October, 2026 |
| bandt.com.au | US Luggage Brand Away Makes Arsonist DJ John Summit Its 'Chief Destruction Officer' - B&T | Monday 19th October, 2026 |
| campaignlive.com | Away appoints DJ John Summit to ‘chief destruction officer’ for its aluminum luggage line | Campaign US | Wednesday 21st October, 2026 |
| themanual.com | Away teams up with DJ John Summit to launch revamped aluminum luggage line | Wednesday 28th October, 2026 |