
Founded in 1997 in California by Tony Held and Bobby Chang (designers with backgrounds at Apple and Nike),
Incase built its reputation at the intersection of technology and lifestyle. The brand specialized in clean, minimalist sleeves, protective hardshells, and iconic backpacks tailored explicitly for Apple gear.
Origins and the Apple Connection
The Launch: Started in a Northern California garage before moving to Southern California.
Design Philosophy: Anchored on the mantra "better experience through good design," focusing on functional protection for mobile creatives.
Apple Partnership: Grew in tandem with Apple's rise, securing prime placement in Apple retail stores with staples like the Icon backpack and protective MacBook sleeves.
Sustainable Focus: Integrated eco-friendly materials such as BIONIC ocean plastics and compostable textiles into its carry line.
Recent Takeovers: Expanded into workspace peripherals by licensing and reviving Microsoft’s discontinued PC keyboard and mouse portfolio under the Incase banner.