【NEW RELEASE】WHATNOT × rerer — Giving new value and a sense of attachment to materials that once protected lives.
Starting today, Friday, July 31, 2026, the select shop "YUEN" will simultaneously begin sales of the special collaboration product "rerer airbag -rolltop bag by WHATNOT" both at its web store and in-store.
Based in Miki City, Hyogo Prefecture—a region known as a hub for hardware manufacturing—"WHATNOT" is a brand with a large following that offers a wide range of products from professional-grade tools to DIY and rugged outdoor gear. And "rerer," an upcycling brand that breathes new life into daily waste materials by transforming them into unique fashion items.
The philosophy of WHATNOT, which values "the joy of making things" and "affection for tools," resonates deeply with rerer's philosophy of breathing new life into waste, resulting in a special bag that embodies functional beauty. Today, we are excited to introduce the appeal of this highly anticipated item—which you can get starting today—covering everything from its unique story to its overwhelming ease of use.
1. A one-of-a-kind story born from 3.5 million discarded vehicles per year
At the core of this collaboration is the material background of the "seatbelt / airbag series" that rerer uses as its base.
Currently, the number of discarded vehicles in Japan reaches approximately 3.5 million per year. Among them are airbags that, fortunately, never had to deploy, and seatbelts that faithfully protected passengers' lives. These are made from extremely durable nylon material to ensure safety in extreme conditions.
However, due to their overwhelming toughness, they are extremely difficult and time-consuming to process, which is why, until now, most have been discarded without being reused.
"It's a shame to throw away such strong and excellent material."
To challenge this status quo, rerer collects these waste materials and reconstructs them into products. By combining this with WHATNOT's rugged and practical outdoor and DIY sensibilities, they have been transformed into the ultimate gear that appeals to the masculine spirit—much more than just a recycled product.
Because they use waste materials, there are individual differences in each piece, such as stitching marks and small scratches. All of these represent a one-of-a-kind expression with the backstory of "having once been installed in a car to protect someone's life." Being able to use it with affection as your own unique "character" is the greatest appeal not found in standard mass-produced items, and it is the unique value this product possesses.
2. The full scope of the "rerer airbag -rolltop bag by WHATNOT," condensed with functional beauty
This rolltop bag catches the eye with its exquisite size and tech-inspired look. It is packed with the thorough attention to detail characteristic of a WHATNOT collaboration, intended for everything from daily use to camping and garage work. With a regular price of ¥5,500 (tax included), it is affordable while delivering value and a sense of ownership that exceeds its cost.
① Rolltop design that accommodates any amount of cargo & direct access
The bag adopts a user-friendly rolltop design. Because the volume can be flexibly adjusted according to the amount of luggage, it supports a wide range of situations from daily use to active scenes. Even more excellent is that even with the top buckle closed, you can access the interior directly through the YKK zipper located on the front. This eliminates the hassle of opening and closing the top, allowing you to smartly and quickly take out smartphones, wallets, tools, and other items.
② Emergency whistle function & infinite customizability
The buckle is equipped as standard with a "whistle" function useful for outdoor or emergency situations. It is a practical detail that shines with WHATNOT's perspective on disaster prevention and the outdoors, providing a sense of security just by having it. Furthermore, if you attach your favorite cord or paracord to the D-ring on the bag, you can customize it as a shoulder bag to your liking. In addition, the uses are endless depending on the user's ideas, such as attaching it to bicycle handlebars, frames, or garage racks.
③ Selective colors and Made in Japan quality
Proudly featuring tags from both brands on the front, this is a product made in Japan, ensuring peace of mind and craftsmanship. It has a tough appearance that makes the most of the industrial texture unique to car airbag material (100% nylon). It is available in three colors—orange, yellow, and navy—that will serve as the centerpiece of your outfit. These colors stand out as the perfect accent for styling that tends to be simple.
3. The toughness of airbag material that can be used hard in any scene
Airbag fabric developed to protect human life boasts a level of toughness incomparable to general nylon or canvas fabrics. The strength of this material demonstrates its capabilities to the fullest in various active daily scenes.
① Resistant to heat and friction, allowing for rough handling
In outdoor scenes like DIY work in the garage or camping, it is not uncommon for bags to be scraped or exposed to heat. Because airbag material is extremely resistant to heat and friction, you can use it hard without worrying about scratches or tears. It is the perfect toughness for those who want to treat their gear roughly.
② A unique texture as a daily accent
Unlike slick, waterproof rain fabrics, its charm lies in the rugged and industrial texture characteristic of high-density nylon. It naturally blends perfectly with work styles, as well as casual outfits like American casual, military, and street fashion.
4. To everyone who loves manufacturing and tools
Precisely because we live in an era of mass production and mass consumption, we are drawn to the "background" and "story" of the items we own.
"rerer," which breathes new value into the tough materials that have protected passengers' lives. "WHATNOT," which incorporates the joy of making things and a deep attachment to tools into its products.
The rolltop bag born from the intersection of these two brands is not just a bag for carrying luggage, but reliable "gear" that accompanies your lifestyle. Please take their unique stories and overwhelming functional beauty and incorporate them into your daily life and hobbies. The joy of using your tools to their full potential will surely make your everyday life even more special.
The "rerer airbag -rolltop bag by WHATNOT" is available for purchase starting today, July 31, 2026. For more details on the product, please visit our web store (https://yuenstore.jp/). We look forward to your visit.
