John Summit has turned a viral travel disaster into an unexpected brand partnership. The house music superstar has teamed up with luggage company Away, earning himself the unconventional title of Chief Destruction Officer.
The collaboration follows Summit’s infamous moment in April 2026, when he set his Rimowa suitcase on fire after expressing frustration with the luxury luggage brand.
View this post on InstagramA post shared by John Summit (@johnsummit)
Now, Away is embracing the chaos.
From Burning Suitcases to Brand Deals
Summit’s luggage troubles first made headlines after he claimed multiple Rimowa suitcases had broken while traveling for performances. Rather than quietly replacing his damaged luggage, the DJ took matters into his own hands and filmed himself setting one of his suitcases on fire. The video quickly went viral, catching the attention of Away.
In the official Instagram announcement, the company revisits the April incident before introducing Summit as its new Chief Destruction Officer, turning his viral frustration into a playful marketing campaign.
The partnership centers on testing Away’s luggage durability, making Summit’s reputation for destroying suitcases part of the campaign.
A Perfect Match for Life on Tour
For an artist constantly traveling between festivals, clubs, and international performances, reliable luggage is essential. The collaboration highlights Away’s durability while leaning into Summit’s humor and outspoken personality. What started as a broken suitcase and a fiery social media moment has now become a full-fledged brand partnership.
View this post on InstagramA post shared by John Summit (@johnsummit)
Who knew setting your luggage on fire could land you a new job?
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