Carry Your Story: 
The Wicked: For Good x Lug Collection

Your story, your style, your Wicked-inspired expression

There’s a reason the Wicked story has captured hearts for over 30 years: it’s a story about friendship, identity, and what it really means to be good. It reminds us that life isn’t always black and white, and that sometimes the most powerful transformations happen when we choose to be unapologetically ourselves.

At Lug, we believe in celebrating duality and transformation through color, creativity, and function, and our collaboration with Universal Pictures' Wicked: For Good brings that spirit to life. As the next chapter soars onto the big screen, we’re once again reminded of its timeless message: that staying true to yourself can change everything. In partnership with Universal Products & Experiences, the Wicked: For Good x Lug Collection blends thoughtful design with a touch of cinematic flair, reminding us that each of us has the power to define our own story.

Find the Magic in Your Own Story

Life is full of choices, twists, and transformations, just like the world of Oz. It reminds us that no one is just one thing, and every story has layers. There’s courage in embracing who you are, joy in the friendships you form, and power in owning your own path.

At Lug, we believe your bag should be more than an accessory; it’s an extension of you. That’s why our Wicked: For Good x Lug Collection is designed to let you express every side of yourself. Whether you’re daring and bold, thoughtful and creative, or somewhere beautifully in between, there’s a way to carry your story with style.

Celebrate Transformation

Your bag can evolve just like you do. Mix colors, prints, and quilting to reflect your journey, your ambitions, and the little moments that make you feel unstoppable. Every choice is a step toward embracing your unique transformation.

Try styling our new Dreams Soar print, inspired by Glinda’s graceful metamorphosis and the elegance of Art Deco design, or Friends for Good, a nature-inspired motif featuring rich greens and organic forms that balance fantasy and reality, with gold hardware accessories for an elevated touch. You can also go even more glam with our Satin Luxe VL fabrication in the signature (NEW) Oz quilting, available in the Skeeter, Plié, or Super Metro silhouettes.