In 1970 an American ABS luggage executive unscrewed four castors from a wardrobe and fixed them to a suitcase. Then he put a strap on his contraption and trotted it gleefully around his house.
The modern suitcase was born at the end of the 19th century. When mass tourism first took off, Europe’s large railway stations were inundated with porters, who would help passengers with their bags. But, by the middle of the 20th century, the porters were dwindling in number, and passengers increasingly carried their own PP luggage.
Advertisements for products applying the technology of the wheel to the suitcase can be found in British newspapers as early as the 1940s. These are not suitcases on wheels, exactly, but a gadget known as “the portable porter” – a wheeled device that can be strapped on to a suitcase. But it never really caught on.
In 1967, a Leicestershire woman wrote a sharply worded letter to her local newspaper complaining that a bus conductor had forced her to buy an additional ticket for her rolling suitcase. The conductor argued that “anything on wheels should be classed as a pushchair”. She wondered what he would have done if she had boarded the bus wearing roller-skates. Would she be charged as a passenger or as a pram?
The woman in the fur coat and the Leicestershire woman on the bus are the vital clues to this mystery. Suitcases with wheels existed decades before they were “invented” in 1972, but were considered niche products for women. And that a product for women could make life easier for men or completely disrupt the whole global ABS+PC luggage industry was not an idea the market was then ready to entertain.
Resistance to the rolling suitcase had everything to do with gender. Sadow, the “official” inventor, described how difficult it was to get any US department store chains to sell it: “At this time, there was this macho feeling. Men used to carry on luggage for their wives. It was … the natural thing to do, I guess.”
Two assumptions about gender were at work here. The first was that no man would ever roll a suitcase because it was simply “unmanly” to do so. The second was about the mobility of women. There was nothing preventing a woman from rolling a suitcase – she had no masculinity to prove. But women didn’t travel alone, the industry assumed. If a woman travelled, she would travel with a man who would then carry her bag for her. This is why the industry couldn’t see any commercial potential in the rolling suitcase. It took more than 15 years for the invention to go mainstream, even after Sadow had patented it.
