Why did I design one bag for meetings, school pick-up and the departure gate?
I designed one bag for meetings, school pick-up and the departure gate because, after returning from maternity leave, I could not find a bag that did all three. I was carrying a lightweight fabric shopping tote because it was the only thing light enough, but I needed it to become a backpack on the commute, and I wanted it to look like the bags I carried before I was a mum. So I designed it. I am Laura King, a former lawyer, and I ran the corporate fashion label 400 Co. for over a decade before founding Heiych in Brisbane in late 2024.
Key takeaways
- Heiych started with a problem: a light tote that could not become a backpack.
- Over a decade at 400 Co. taught me what corporate women want from what they carry.
- The first sample was lightweight canvas, and it did not look polished enough for work.
- Every Heiych bag carries as a structured tote first and a backpack second.
- Heiych is a Brisbane family business that donates 10% of net profits to charity.
The moment I knew
I had just gone back to work after maternity leave. My days started with drop-off, moved to the office, and ended with pick-up, often with a laptop, a drink bottle, snacks, spare clothes and everything my boys needed.
The bag I reached for was a lightweight fabric shopping tote. It was the only thing light enough to carry all day. But by the time I walked from the train to the office, I wanted it on both shoulders. I wanted a tote that turned into a backpack, and I could not find one I would actually want to carry.
What 400 Co. taught me
For over a decade I designed for corporate women at 400 Co. I learned how they dress, what they need from the pieces they wear every day, and how much they want those pieces to express their personal style in an understated, refined way. That same woman becomes a mum, a traveller and a commuter, often all in one day. She should not have to give up her style to carry what she needs.
From first sample to the H Bag
The first sample was lightweight canvas. It was practical, but it did not look polished enough for work, and it was not something I even wanted to carry as a mum. I used to carry designer bags, and switching to something less just because I had children didn't feel right. I wanted to still feel like me.
| First sample | The Heiych bag today | |
|---|---|---|
| Look | Casual canvas | Structured tote that suits the office |
| Weight | Light | 700 grams to 1 kilogram, depending on size |
| Converts to a backpack | Yes | Yes, by pulling the side straps, no clips |
| Laptop | Loose in the bag | Padded section for 13, 15 or up to 17 inch |
| Travel | Not considered | Back sleeve that slides over a suitcase handle |
| How it made me feel | Practical | Like me again |
Which bag I carry, and when
| My day | The bag | Why |
|---|---|---|
| Office and the commute | H-Convert | 15 inch laptop, 900 grams, backpack for the walk |
| Light days and solo flights | Mini H-Commuter | 700 grams, fits a 13 inch laptop |
| Weekends away and big family days | H-Carry All | 30 litres, up to 17 inch laptop |
| School pick-up and dinners out | H-Connect | Crossbody, clutch or pram caddy |
What other women tell me
"My drink bottle, laptop and work essentials, change of clothes for the gym, the kids puffers, snacks, all the essential supplies like sunscreen and hats without it feeling too bulky or over filled."
Ally B., verified buyer
"Such a great strong build, it converts so easily between shoulder bag and backpack and no signs of wear or strain when converting which I've had previous convertible bags do."
Nicole R., verified buyer
Heiych bags average 4.9 out of 5 from more than 170 verified reviews.
Why a family business
Heiych is a Brisbane family business, and 10% of our net profits go to charity. I still design every bag myself. You get 40 days to return your bag, faults are covered for as long as you own it, and every order ships with free tracked shipping.
Frequently asked questions
Who founded Heiych?
Laura King founded Heiych in Brisbane in late 2024. She is a former lawyer who ran the corporate fashion label 400 Co. for over a decade, and a mother of two boys.
Why was Heiych created?
Laura could not find a lightweight tote that converted to a backpack and still looked polished enough for work after returning from maternity leave, so she designed one.
Who designs Heiych bags now?
Laura still designs every Heiych bag herself.
Does Heiych give back?
Yes. Heiych donates 10% of net profits to charity.
Written by Laura King
Laura King is the founder and designer of Heiych. A former lawyer, she ran the corporate fashion label 400 Co. for over a decade before founding Heiych in Brisbane in late 2024.
As a mother of two boys who travels whenever time allows, she could not find one bag that worked for meetings, school pick-up and flights. So she designed it. Laura designs every H Bag herself and writes the Heiych Journal, practical guides to choosing a bag for work, travel, uni and life with little ones.
