RMIT Graduate Elevates Local Luggage Brand to Olympic Fame

When July luggage founder Athan Didaskalou studied at RMIT, he didn’t want to pay for textbooks.

So he decided to cover the cost by placing advertisements on the backside of each page.

While the concept didn’t take off, it didn’t dampen Athan’s entrepreneurial spirit.

“RMIT is very supportive of entrepreneurial ideas. And for me, that meant a lot,” Athan said.

“Since then, there’s been maybe 100 ideas. Some have worked, some haven’t. And at the end of the day, July is the one that I’ve been practicing most for.”

Athan studied an Advanced Diploma in Business before completing a Bachelor of Business in Marketing at RMIT.

[RMIT] is the heart of business, where business lives in Melbourne. And it had all the right things for me.

“Getting to work with people who’d been in the industry, who understood the industry and the commercial realities, not just university projects. They were real,” he said.

“That’s definitely one thing I felt that was different about RMIT. It was a reality check that helped us grow.”

Disrupting the industry

Athan and his business partner Richard Li founded July in 2019.

“[We] got together talking about what we could do for the industry … how much opportunity there was for disruption, to be able to take down the largest global incumbent,” Athan said.

So how did they do it? A direct-to-consumer model with a lower price point – and some innovative features.

“We have things like a power bank underneath the handle. So my business partner and I are now registered inventors, that was a cool thing to add to the list.

“Small ideas, but small ideas combined together into one package makes for a very attractive product.”

Athan said his RMIT qualification in marketing has been “one of the strongest” foundations for his business success.

“You understand the consumer better, understand how to sell a product, understand how to position it. And there’s no better training than that.”

Taking a Melbourne brand to the world stage

July was recently named the official luggage supplier to the Australian Olympic Team, whose hundreds of athletes will receive a specially designed suitcase when they arrive in Paris.

Just like the brand itself, the bespoke product is also steeped in Melbourne – taking inspiration from the 1956 Summer Olympics.

“[The athletes] travel a lot and they need suitcases. And we offered a very beautiful design to them and said we’d love to be the official supplier for the team.”

It’s an aspiration for most of us to take our business and our ideas to the world. I’m honoured to be able to have the opportunity to do that.

“July has always been global from day one. So to be able to actually do that now physically with a product, it’s a dream come true.”

Returning to RMIT

Although it has been some time since Athan graduated from RMIT, he still has fond memories and lasting connections.

“I loved studying [at RMIT]. Sitting out on the State Library lawn, having my Don Don rice and curry. It was just a moment that was amazing, the sun was shining, you’d always love it.”

“Some of the best friendships that I still have today came from the beginning … there’s one lecturer, in particular, that I keep in touch with. They were all very impactful.”

Dean of Economics, Finance and Marketing, Professor Heath McDonald said the RMIT College of Business and Law helps students connect with industry professionals.

“It allows them to build their networks and real-life skills and enter the workforce ready to tackle existing business challenges,” Professor McDonald said.

“Athan is a great example of an RMIT alum whose success in solving for customer and business needs is an inspiration to current students who are carving out their own careers.”

Athan recently returned to RMIT to help grade architecture students, as part of an industry assessment to design a new July shopfront.

“It’s amazing. I can’t believe the energy that young people have. To see the energy, to see the ideas, they’re so creative.”