Away built its name on hard-shell suitcases that once included built-in batteries — a feature since discontinued, but its latest move lands further afield from the typical travel space, and squarely in a category dominated by outdoor-focused brands that don’t exactly overlap with the hard-sided carry-on crowd, at least for now.
The new Away Travel Cooler Tote costs $248 and arrives with at least one idea that makes Away’s design potentially superior for day trips to the beach or an afternoon concert.
On a roll
Where Yeti’s soft coolers keep things stripped back and business margin optimized via a growing pool of cooler accessories sold separately, Away leans into a more well-rounded, considered out-of-the-box setup.
It includes the usual insulated walls designed to hold temperature, carry handles built for shoulder or hand carry, plus a removable padded shoulder strap.
But the real standout details here are exterior front-and-back slip pockets that hold the small stuff — sunscreen, cards, keys — as well as key back webbing that allows owners to lash a towel or blanket directly to the bag, rather than holding it in another hand.
The side grab handles also double as attachment points and potential spaces to stuff a jacket, adding carry flexibility whether you’re hauling it from the car or clipping it to a larger bag. There’s even a built-in on-the-go bottle opener that rounds things out.
Away’s aesthetic choices here are also important. This soft cooler is clearly disguised to look much more like a day bag than a piece of camping gear.
