We love Sarah McNerney's backpacks! Sarah is the creative force and owner of Winter Project Artist, based in Minnesota, USA. She describes her backpacks as stylish, simple and practical, perfect for urban navigation or a trip around the globe. We can attest to that. From New York to Cape Town, Paris to Buenos Aires, and many places in between, Winter Project Artist backpacks travel well and look fabulous.

We asked Sarah to share with iseeyousee magazine about her business, her process and inspiration. We sent her a few questions and this is what she told us:

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What first inspired you to start designing your backpacks? Do you remember the first one you designed? And why backpacks?

My inspiration was a generic backpack I acquired in Spain in 1992. Eventually, it wore out, and I searched for something similar. Similar and simple was nowhere to be found. The designer in me decided to recreate the backpack and make improvements on the design, functionality, and style; hardware, zippers, size, and adjustable straps. I’ve always been a tomboy who prefers a uniform approach each morning, allowing me to start being creative rather than fussing over my wardrobe. I’m also a bicycle enthusiast and traveler. Backpacks check all the boxes for me while giving me freedom.

I’m curious about your creative process. Can you share a bit about the journey from idea to finished product, what it looks like?

My creative process involved a lot of scribbles with some short, straight lines advancing forward. I didn’t know what I didn’t know, but I did know how to sew, and I also leveraged my experience designing packaging. I purchased lightweight canvas that I could sew on my machine, made pattern pieces, and cobbled together a prototype. With the generosity of an older cousin working in the leather business since the early 1970s in rural Minnesota, I learned the basics: working with leather, the tools, how to cut, punch, set rivets, and where to purchase hardware. I traipsed and biked around with my prototype for a couple of years, which led to improvements and several incarnations of buckle hardware. People inquired about my backpack during this time, which validated the organic growth that led to heavier canvas and a color assortment. I began the journey with the intention of the journey. The journey took 5 years from prototype to website launch, with 9 colors, and I’m still going down the road (insert wary smile face here).

Tell me about your materials choices and why

I love color, and commercial canvas has a good selection of color choices. Canvas is also lightweight, and so many people have appreciated this attribute. The other attribute of canvas is its ability to be rolled up in your luggage. When you get to your destination, voilà! A svelte, stylish travel backpack that makes you appear as a local. I’m currently prototyping a backpack in supple black leather.

What’s the most challenging aspect of running a “handmade” business? And what is the most rewarding aspect of it?

The backpacks are still a side hustle. My challenge is time. Time to develop creative product extensions and creative content for promoting them into the world. The most rewarding aspect is my interactions with all the people who own my backpacks. Over and over, they tell me how much they love their backpack and how often complete strangers ask them about it. They have been walking brand ambassadors on WPA’s behalf and I’m grateful. So it’s always a pleasure to deliver personal touches like longer straps, gift notes, and email exchanges on cleaning, or switching out a color after purchase.

How do your personal values shape the way you run your brand?

As a designer of brands, I’m not a big fan of conspicuous branding. I intentionally have the brand stronger on the woven label inside the backpack. I believe in buying less and buying things that last. I use quality canvas, solid brass hardware, genuine leather, and I cut and punch all the leather and assemble each backpack so there are no mistakes. I work with a small local sewing manufacturer who can do small runs of multiple colors for me. I’m quietly beginning to “up-cycle” backpacks when the canvas needs refreshing. Customers mail their backpacks to me, I reuse the hardware and straps, and they get all new canvas. They can even pick a new color, and the price is about 1/2 of the original cost.

Where do you see your brand in the next five years?

Continue to lead and run Winter Project Artist as a sole owner. Increase monthly revenue and target a more profitable income. Increase high-profile wholesale accounts from 3 to 10 and increase online sales by 100%. Identify 2 artists and execute an exclusive, screen printed, limited run of backpacks. Begrudgingly get onto TikTok.

Tell me about a “day in your life” as a designer and a woman-owned business

No day starts without coffee. Today I worked on juice packaging designs for my startup client. Then I will head downstairs to my studio and hammer and punch out many leather pieces for the backpacks, so I’m well stocked to begin assembly for the Holiday season just around the corner. Most of my days are a balancing act between my graphic design business, my WPA side hustle, and family. Admittedly, WPA suffers when I’m busy with my design and creative work for various clients.

If your backpacks could speak, what would they say to you?

As Oscar de la Renta said, “Being well dressed hasn’t much to do with having good clothes, it’s a question of good balance and good common sense.”

Alt: Thank you for creating me! I get to travel the world and complement the individual style of so many fabulous people.

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