The famed bag company which has seen its satchels become a global phenomenon has launched a new line of ‘Batchels’ at London fashion week.

If you’ve ever wondered who’s behind the bright neon leather satchels hanging off the shoulders of style icons like Alexa Chung and young Hollywood star Elle Fanning then you’ve been admiring the work of the Cambridge Satchel Company.

Based in the famous university town, the so called ‘Brit It Bag’ makers have launched a new lune of ‘batchels’ (briefcase-satchel hybrids) inspired by the latest trends in men’s footwear.

Formerly at Mulberry, the company’s new product developer Rose McNamara added details from men’s shoes like rouging and fringing for a launch at the London Collections: Men.

“I have drawn on the incomparable beauty and timelessness of the Cinque Terre region,” Cambridge Satchel Company founder Julie Deane told WWD, explaining the masculine Italian colors.

The new color block batchels retail at $267. The company was founded by Deane back in 2007 with only £600 and has now grown into a household name, which makes over 900 bags every day.