American Tourister's Slogans & Taglines

American Tourister was founded in 1933 by Polish immigrant Sol Koffler in Providence, Rhode Island, under the name American Luggage Works. During the Great Depression, his dream was to create a durable suitcase that could sell for just one dollar. By the 1940s, the brand responded to the rise of air travel with the lightweight Hi-Taper collection, and in the 1950s it pioneered the world's first molded plastic luggage.

The brand's core products are travel luggage and bags, including hardside and softside suitcases, spinner and upright models, carry-ons, duffel bags, backpacks, and travel accessories. Its ranges cater to families, students, and leisure travellers, blending durability with vibrant, trend-driven designs.

In the 1960s, American Tourister became the first company to "flight test" its bags with airline cabin crew, coining the slogan "Flight tested, flight approved." The legendary 1971 Gorilla campaign—featuring a gorilla battering a suitcase in a zoo cage—ran for 15 years and became an enduring symbol of toughness. Today, the brand lives by the promise "Trusted All Over The World Since 1933," reflecting its evolution from a Depression-era start-up to a global name in accessible, dependable travel gear.