DONE! launches the new East+West Business

Functionality, elegance, and character

DONE! presents a new version of its iconic backpack: introducing East+West Business, the backpack designed for professionals.
Created to fit seamlessly into professional environments without sacrificing style, East+West Business is the perfect companion for everyday life. A clean, contemporary design encloses an optimized internal layout. The external laptop pocket allows quick and secure access, while the internal compartments help keep documents and accessories organized.
Made from recycled nylon, it is waterproof and durable.
For those who want to express their identity, the backpack can be customized with a company logo or personal initials: a distinctive detail that conveys belonging, character, and attention to quality.

Out of Comfort

To celebrate the launch of East+West Business, DONE! has created an exhibition inspired by its payoff “Comfort zones don’t make icons.”
At the center of the exhibition are five professional archetypes, each with their own “safe zone” , that mental space where everything is familiar, predictable, and under control.
But that is precisely where limits arise.
Because while the comfort zone is productive and reassuring, it is also what holds us back.
True change, true iconicity, is born when we choose to step out of it.

The campaign tells the story of five individuals who choose to challenge themselves: professionals living on the edge of crisis, going against expectations, in the heart of excess. An invitation to reflect on what it truly means to grow, evolve, and leave a mark.

Beyond design, an invitation to act

During the launch event, guests—including journalists and stylists—took part in an experiential coaching session led by Executive Coach Edoardo Ghignone.
It was an unconventional moment, in which participants put themselves to the test, confronting their own limits and the very concept of the comfort zone.
Because DONE! doesn’t just design accessories: it creates experiences that speak to those who want to make a difference, both inside and outside the workplace.