All roads lead to home, at least in the case of Munich native Luisa Georgi who found herself back in her home city after having lived in Berlin, while studying art history at the Humboldt University, and in the Czech Republic with her husband. But when her father Bernd called with his idea to bring Venice Beach’s ’70s skateboard culture to the world of suitcases, Luisa couldn’t resist.
“In the beginning, I did almost everything. I was his Miss Moneypenny,” she laughs. Indeed, Floyd Suitcases not only echo the funky colors of Los Angeles’ once bohemian neighborhood, but also sport smoother skateboard wheels. The brand has been slowly gaining a deserved fanbase. Luisa, who now happily focuses on sales and design development with her father and brother, has found her way back home, but with a strong mojo for travel. We chatted with the jetsetter about suitcases, of course, and travel.
How did you get into the suitcase business?
My great passion is suitcases. That’s a joke, of course. Who would have thought that I would sell suitcases? On the other hand, I like to travel and I like to travel casually, so the suitcase business doesn’t seem like such a stretch. In fact, I came to Floyd through my father Bernd, who was destined to not only become my father, but also my boss. With a super cool little team, we launched Floyd travel cases on skateboard wheels four years ago.
“Floyd’s entire philosophy is an homage to the zeitgeist and lifestyle of Venice Beach in the ’70s. The bold design language of skateboards, surfboards, streetwear, motorcycles, and custom cars definitely characterise our image.”
One could say that travelling is in Luisa’s blood. She has lived for various lengths of time in Copenhagen, Cape Town, Czech Republic, and Berlin.
You have deliberately positioned Floyd differently as a brand. Where do you see yourselves compared to all the other brands?
We launched Floyd in April 2019 and then Covid happened in December that year. So, we had a lot of time and leisure to think and play around with ideas, which ultimately shaped our DNA. Floyd is about a lifestyle more than anything else. Our slogan “giving modern travel it’s mojo back” describes our philosophy quite well. Floyd wants to explore and go on adventures. Floyd is non-conformist, loud, authentic, and wild. Floyd is a lot of fun as life should be!
Have you been to Venice Beach? What was your impression?
Yes, I’ve been to Venice Beach. Of course, also for Floyd. The brand’s entire philosophy is an homage to the zeitgeist and lifestyle of Venice Beach in the ’70s. The bold design language of skateboards, surfboards, streetwear, motorcycles, and custom cars definitely characterise our image. We shot some funny little videos for Floyd there three years ago. You should check them out: Bowling, by Floyd, Diner, by Floyd, and Beautiful, by Floyd.
Today, it’s not the Venice Beach of the “Dogtown Boys” anymore, but I still like it there. It’s sunny, colorful, and flashy. I also love the Mexican influence: tacos and tequila. But it also has a rougher, seedier side.
Do you go to the office or work remotely?
Our office is in Munich and we all work from there. There are some jobs where remote working makes sense, but for us, it’s nice to sit and work together. Also, there are a lot of pinball machines and other fun stuff sitting around. If anyone is ever in the area, we’d love to see you!
How did you experience the last years of the
pandemic: relaxed at home or on the road?
During the pandemic, or rather at the end, I was with my husband in Central/South America. We bought a jeep in Tijuana, Mexico, and drove it down to Chile. The trip lasted a crazy six months. It was definitely insane—lots of colors, great people, amazing nature, and wild stories!
Find out more about the brand and the products at floyd.one
Photography: The Porter / Michael Frick
Meet the People
In our collection of portraits, we’ve followed visionary individuals into the proverbial rabbit hole to find out how they live, dream, and work. Find out how they’re transforming the field they are in or take things in a completely new direction, what it takes to make it, and how believing in the idea and yourself is the cornerstone to achieving your goals.