THEIT creates camera bags for photographers that value both style and substance. With designs that aim to capture classic modernity with a sense of playfulness, this philosophy exemplifies the essence of the THEIT customer: someone who is independent, inspired, and full of life, who cannot help but to capture the beauty in her world through the lens. An homage to the well-known fashion term "the it" bag, the brand represents more than the most coveted piece for the season, but a new wave of design enabling style, function and versatility for the fashion-minded photographer. Inspired by the runway and the streets, THEIT's vision is to uphold a fashion standard that helps photographers live their dreams in style.
Nicole Fajardo, founder and director of THEIT, conceptualized the idea while working as an international flight attendant based in Dubai. Years of experience working in management, marketing and visual design, and a vehement love for fashion took on a new life while she travelled the world and developed an interest in capturing the moments around her through the camera lens. This passion for photography led her to faraway locales, where she dined in Paris, shopped on the side streets of India, and daydreamed along the canals of Venice - the only thing that was missing from these jet-setting travels was a fashionable camera bag to protect her gear. A fruitless search sparked a dream and a vision, and THEIT was launched in 2010.