Lug was founded in 2005 by Ami and Json Richter with the goal of freshening up the luggage retail environment with fun, functional, and colourful designs. In 2006, Lug was featured on Oprah's "O List". In 2015, Lug was added to the QVC home shopping network. In 2018, they were chosen as the official bag of the 2018 SAG awards.