I built this for the person who doesn't want to pick a version of themselves.
They exist in the either. They live in the and.
Either/And was built for them.
Founder,
User
The LeapThe Plan
Either/And is for the one who has never found the right handbag. Not because they haven't looked.
Avantika spent years in strategy consulting. Long enough to build a career. Long enough to know it was becoming permanent. So she left. Papers in, same day, before she could talk herself out of it. No plan. No product. Just the uncomfortable certainty that if not now, not ever.
The GapThe Brief
What came next was a lot of looking. At ideas that made sense on paper and pulled at nothing. And then, somehow, accesories. A category she kept dismissing and kept returning to. India's wardrobe had caught up with itself. Clothing, footwear, luggage, all of it moving. Handbags hadn't. She could feel it before the research confirmed it, and she backed that feeling before anyone else did.
The more she looked, the more specific the gap became. It wasn't just about aesthetics. It was about the commute, the airport, the client office, the zip that didn't exist, straps that gave out by noon. She'd lived it. So had the women she spoke to. Women who had quietly switched to backpacks because their handbags had failed them one too many times.
the frustration wasn't abstract. It was daily, specific, and completely unsolved at a price point that made sense.
The ProductThe Answer
So she built the answer. Started with the person, not the trend. The design that doesn't date. The material that doesn't quit. The interior with a map. The pocket that's exactly where you need it. Details that came from years of carrying the wrong bag and knowing precisely what was missing. Because she'd been missing it too.
That's Either/And. Made for the people who want to and need to carry it all, by a person who does exactly that. There is room for everything.
Laptop, charger, wallet, phone, the other phone, keys, the book you're still on page 40 of.
The things you always carry and the things you always forget you needed.
what am i forgetting????
Bring the whole thing.
@eitherand
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