From Adweek · Alixandra Rutnik · · 50s
John Summit's Rimowa Fire Turns to Away Partnership
John Summit's Rimowa fire stunt lands him Away's Chief Destruction Officer role.
In brief
John Summit's Rimowa fire stunt lands him Away's Chief Destruction Officer role. John Summit becomes Away's Chief Destruction Officer after torching a Rimowa suitcase in a viral stunt. Originally reported by Adweek.
John Summit's Rimowa Fire
John Summit set his Rimowa suitcase ablaze in a parking lot after it broke on tour.
“end of an era”
Away Names New Role
Away appointed John Summit as Chief Destruction Officer following his viral Instagram stunt.
“We've been summoned”
Partnership Launches
The collaboration launches today with two new aluminum luggage colors: Bronze and Arctic Steel.
Aluminum Testing Rigor
Away's luggage undergoes four hours of drop testing and 24 hours of corrosion resistance testing.
2026 Partnerships
Away partners with Fora Travel, Amtrak, Sabrina Ionescu, Colman Domingo, and John Summit for 2026.
The short version
John Summit becomes Away's Chief Destruction Officer after torching a Rimowa suitcase in a viral stunt.
