Allison interviews Ashley Holmes from Incase about their laptop sleeves, backpacks, and keyboards.
Ashley starts with the Crosstown Vertical Sleeve for 14” and 16” MacBooks. It has the handy feature of allowing access to the laptop from the top of the sleeve when placed in a backpack so the computer can be removed without removing the sleeve. It has a faux-fur interior to eliminate scratches, a large pocket in the front, and a magnetic closure.
Ashley then shows the Crosstown Backpack designed for college students or young professionals. It has a dedicated laptop section, a secondary pocket ahead of the laptop section, a knit pocket, water bottle sleeves, and a front zip pouch. Ashley also shows their A.R.C. (A Responsible Carry) backpacks and laptop sleeves. Incase A.R.C. bags and sleeves are made from respun 100% recycled polyester on the exterior with pockets and sections for everything you need to access.
Next is the Edge Hardshell for 13”, 14”, 15”, 16” MacBooks and MacBook Airs. It is composed of bare macron polycarbonate but has lightweight protection and comes in clear and black.
Ashley explains that Incase entered a strategic partnership and purchased Microsoft’s heritage PC accessories including keyboards, mice, and team-certified devices. Incase has resurfaced many of these Microsoft-designed devices with new versions including an ergonomic keyboard, similar to the Microsoft Sculpt keyboard but 30% smaller.
Learn more at http://incase.com
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Transcript of Interview:
Allison:
Steve and I are big fans of Incase in particular. In fact, we just bought an Incase sleeve for our son Kyle after we bought him a MacBook Air. And I’m here with Ashley Holmes from Incase to talk about what they have new this year. Cases for laptops, right?
Ashley Holmes:
Oh, we’ve got a lot more than just that. But I will start with, this is our new Crosstown Vertical Sleeve. We know that a lot of our users do multiple pieces from our assortment—a tote, a backpack, whatever. So I put my MacBook in here and I stick it into my backpack, I want access from the top.
Allison:
Oh, yeah, you do.
Ashley Holmes:
Not from the side. Instead of having to pull it up and zip it this way, right? So this is a great feature for a user that wants something like that. It’s got a nice big pocket in the front.
Allison:
Does this have magnets in it that hold it closed?
Ashley Holmes:
It does have magnets.
Allison:
Oh, nice.
Ashley Holmes:
Yes. It’s made with our proprietary woolen-neck material so it’s scratch-resistant, water-resistant, and offers great surface protection.
Allison:
I spill a lot, so that’s probably good.
Ashley Holmes:
Perfect. It’s got our nice faux leather pad or faux fur padding in there to keep it protected. No scratches from that Crosstown sleeve. And that’s good for your 14-inch laptops.
Allison:
14 and 16?
Ashley Holmes:
14 and 16, and it comes in a bunch of colors. Next, we have, let me pull this off for you. Got a big backpack here. This is our Crosstown backpack. Very sleek looking. We went out with the intention of the college student, maybe somebody starting their career for the first time. They want something a little professional-looking, but they still need a lot of function. So it’s just a great, solid backpack. I’ve got stuffing in there, but you have a dedicated laptop section.
Allison:
And you can still have your laptop in one of your sleeves and still go in here?
Ashley Holmes:
It depends. If it’s the 14-inch, I believe it will. The 16 might be a little snug.
Allison:
Sure.
Ashley Holmes:
Just because this is a smaller, more compact backpack. You also have the secondary pocket in the front, so if you have your iPad or a Surface or Kindle, you’ve got a dedicated section for that as well.
Allison:
That’s funny, I actually do it the other way around. My iPad is so big because I have a 12.9. I put it in the big sleeve, and my MacBook Air goes in the front one.
Ashley Holmes:
There you go. A nice knit pocket on the inside. We have water bottle sleeves on the sides for you. More storage in the front with a zip here. Nice big section. Key ring, pencil sleeves. I mean, you need something to be placed somewhere. There’s a spot for it with this backpack.
Allison:
So what I like about this is, if you’re just listening, this just sounded like a backpack the way she described it, but it’s really sleek looking. Like she said, for the young professionals trying to make a good impression. Backpacks are so much better than briefcases of the old days, right?
Ashley Holmes:
Well, and we have briefcases if that’s what you’re—
Allison:
Oh, wow, that was just a straight line for Ashley right there, right? All right, should we keep backing up here?
Ashley Holmes:
Yeah, for sure. So next I want to show you. This is our new Edge hard shell for MacBook. It is 13, 14, 15, and 16-inch compatible, so Airs and Pros—we make it for all sizes. It is Bayer Macrolon Polycarbonate, so it’s a great protection that is still lightweight. Because laptops can get heavy, we don’t want to add bulk or heaviness to the device.
Allison:
It’s nice that it’s clear, you can see your beautiful Apple logo there.
Ashley Holmes:
Yes, it’s got this frosted kind of lip on it, so it’s got a bit of grip for if you’re just carrying it.
Allison:
Not that I have ever dropped a laptop.
Ashley Holmes:
Right. Nobody has, right? It comes in clear, black—
Allison:
And what’s this called again?
Ashley Holmes:
This is called the Edge Hardshell.
Allison:
Great.
Ashley Holmes:
So we know, yes, we’re back in the iPhone case scene. This is slim—my personal favorite and also the most popular case that we’ve launched so far. It’s based off of our original Mac hardshell that everybody loves. It brings that integrity to iPhone cases.
Allison:
Oh!
Ashley Holmes:
This one is our icon with pebbled leather, and it’s actually corn leather. Less emissions, sustainable, and feels beautiful.
Allison:
Wow, that feels nice.
Ashley Holmes:
Yes, and we have ARC, which stands for A Responsible Carry collection. It’s our most popular bag collection.
Allison:
This is backpacks again?
Ashley Holmes:
Yes, but now also duffel bags, laptop sleeves, accessories, and crossbody bags. The collection is huge now.
Allison:
And this collection again is called?
Ashley Holmes:
ARC, a responsible carry. It’s made with respun 100% recycled polyester. It’s built with intention—every pocket has a purpose.
Allison:
I love that.
Ashley Holmes:
It comes in black, navy, and smoked ivy, and the laptop sleeves also have peach and gray options.
Allison:
Peach! Nice.
Ashley Holmes:
And we’re not done yet!
Allison:
We’re going to talk about keyboards? What don’t you make?
Ashley Holmes:
I know, right? Last year, Incase purchased Microsoft’s Heritage PC accessory lineup—keyboards, mice, and team-certified devices.
Allison:
I think I heard they stopped making them?
Ashley Holmes:
They did. So we resurfaced them—the same tried and true Microsoft keyboard accessories, now under Incase.
Allison:
Oh, okay.
Ashley Holmes:
But this is a brand-new compact ergonomic keyboard. Designed by Microsoft, but never launched by them. It’s inspired by the Sculpt, 30% smaller than most ergonomic keyboards, and perfect for mobile work.
Allison:
This has a Windows key—do you make a Mac version?
Ashley Holmes:
We hope to in the future. But it does have a dedicated Copilot key for AI assistance.
Allison:
Wow. Well, I thought you only made laptop sleeves! I’m glad we stopped by.
Ashley Holmes:
We want to continue expanding and innovating. Maybe next year, we’ll have even more surprises for you.
Allison:
That’s awesome. If people want to learn more—let me guess, Incase.com?
Ashley Holmes:
Correct.
Allison:
Thank you!
Ashley Holmes:
Thank you.