A view of the suitcases on display as Zero Halliburton Mission Sun Initiative provides personal protective equipment and provisions to medical professionals staying at the Four Seasons Hotel NYC in New York, New York.
Getty Images for Zero HalliburtonIt’s possible you’ve seen a piece of Zero Halliburton luggage without knowing it. The American travel brand, founded in 1938 and based in New York City, is best known for its sleek aluminum cases, which have appeared in more than 200 Hollywood films and TV shows, including James Bond and Mission Impossible films. It’s even rumored that the U.S. presidential “nuclear football”—the briefcase containing the launch codes for nuclear weapons—is a Zero Halliburton case. Zero Halliburton was also part of the Apollo 11 mission, having carried moon rocks from the journey.
When Tom Nelson joined the company in 2017, he set out to modernize it while retaining its heritage. He wanted to stay true to the brand’s DNA, which focuses on protection, durability, and craftsmanship.
“It became obvious that if Zero Halliburton was going to compete and carry forward as a brand with the potential we all thought, it was going to be necessary to effectively change everything,” says Nelson, who was previously at the luggage brand Tumi. “We were looking at a brand that, in many ways, was sort of stuck back a few decades ago.”
In an effort to appeal to today’s consumer, Nelson enlisted industrial design firm PENSA to reengineer the luggage to feature pre-dented concave edges on the perimeter of the cases that also offers a sculptural design.
Tom Nelson oined the company in 2017.
Courtesy of Zero Halliburton“Sustainability ties in directly to the design,” he says. “The longer a product can remain durable, it’s something you’ll continue to use. Regarding sustainability, there are two critical components: the material, but also the craftsmanship or design. We wanted to create a product that could truly last a lifetime.”
THE ITEMS
Zero Halliburton offers luggage, cases, bags, backpacks, and accessories, including phone cases, headphone cases, and packing systems. However, it’s pinnacle product lines are the Pursuit Aluminum and Edge Lightweight collections. The best-selling product is the Continental Carry-On (US$945) from the Pursuit Aluminum Collection.
PRICE
The Pursuit Aluminum Collection ranges from US$495 (for an attaché case) to US$1,245 for various sizes of luggage. The Edge Lightweight Collection, made using polycarbonate, ranges from US$395 (for an attaché case) to US$675 for a large travel case and a portable trunk. Accessories range from US$25 and up.
DESCRIPTION
“Sustainability is very much top of mind for us as we reinvent the brand,” Nelson says. “It’s not something you can flip a switch on, but in every decision we make sustainability is a central component for us.”
Nelson said that, from the get go, the materiality of Zero Halliburton’s products are already sustainable. Nearly 75% of all aluminum that has ever been produced is still in use. The other core material used for other collections is polycarbonate, which is resistant, durable, and recyclable.
“What’s also interesting is that over the years, we’ve seen many clients repurpose their luggage by using them as coffee tables or to house acoustic speakers,” he says. “But generally, our clients use our cases for decades.”
WHAT’S THE GOOD?
In addition to its durable and recyclable materials, the brand is committed to raising awareness of causes beyond travel. It entirely relaunched just before the pandemic. As a travel brand launching when the world is shutting down, Nelson made it his mission to get involved and give back as it related to the Covid-19 crisis.
“When the pandemic started, it was a real wake-up call to recognize that there are priorities beyond pure manufacturing and marketing,” he said. “We needed to take a look at the business and our responsibilities differently. Beyond that, we were simply heartbroken as a team in watching what was unfolding on a human scale globally.”
At the onset of the pandemic, the brand donated 100 of its sun-colored covered carry-on cases to frontline medical staff staying at the Four Seasons New York. These cases contained personal care items to help medical staff feel comfortable and refreshed, including sterile KN95 masks and personal care items like shaving supplies, candles, and more.
In April 2020, the company also donated 15% of the proceeds of their annual warehouse sale to Feed the Frontlines NYC, International Medical Corps, and Direct Relief, which all support those affected by Covid-19.
In April 2021, Zero Halliburton donated a portion of proceeds from their annual sale, which they renamed to the ‘reset sale’ to speak to the reemergence of travel, to their charitable partner Feed the Children. They also donated travel cases to a local women’s shelter in Salt Lake City earlier this year.
“In light of the social justice movements that have taken greater prominence in the U.S. and globally, we not only conducted internal reviews of our own practices, but we have committed to encouraging our employees to work in their local communities,” Nelson says. “We offer paid time off for employees to volunteer for local organizations, as well.”
WHAT’S NEXT
This year, Zero Halliburton will begin using fully sustainable packaging for its products and aims to use as many recyclable materials as possible. Expect more eco-friendly packaging in future product launches, including the upcoming launch of the brand’s first-ever small leather goods collection.
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