This revamp collection is the first since their public relations nightmare in 2019 that exposed the horrible working conditions for corporate and retail workers. Jen Rubio, CEO and co-founder of Away, attributes this revamp to market research. Rubio states, “During the pandemic, the trend of increasing interest in outdoor travel significantly accelerated. With the insight that over half of travelers expect their post-pandemic trips to be different —including a strong desire to reconnect with nature, adventure, and the outside— we developed F.A.R to enable our customers, both new and existing, to take more types of trips with Away.” With this insight, Away is not only looking to grow its current offering for current customers but also attract new ones.

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