A Journey with Purpose: Globe-Trotter x Elephant Family

Founded in 2003 by a group of conservationists including the late Mark Shand, Elephant Family was born out of a mission to protect Asia’s endangered wildlife. At its heart lies the Asian elephant, an animal that has long been both symbolic and central to the charity’s work. From restoring fractured forest corridors to promoting human-wildlife coexistence, Elephant Family takes a holistic, thoughtful approach to conservation, recognising that saving a species requires safeguarding the broader ecosystem too.

‘This collaboration is the result of a long-standing partnership with Globe-Trotter, which began back in 2021,’ says Auto Shashwat, Senior Conservation Programmes Manager at Elephant Family. ‘From the start, it just felt like the right fit – we have a shared belief in our mission to conserve Asia’s charismatic species, including the majestic Asian elephants. What makes it even more special is that Globe-Trotter’s much-loved mascot is an elephant – so the partnership couldn’t feel more aligned.’

For Globe-Trotter, the partnership struck a particularly personal chord. The brand’s beloved mascot, Elephant John, was a baby Asian elephant used in 1912 to demonstrate the strength of its cases. He stood proudly atop a Globe-Trotter trunk during a now-legendary product test. Today, his wild relatives are in far more fragile territory, and this collaboration is a heartfelt nod to them.

In true Globe-Trotter style, every detail has been considered with care. The cases are rendered in a rich olive green, accented with a Kerry green leather trim. ‘The earthy olive-green body and deep green leather trim are inspired by the forested habitats that Asian elephants call home – rich, biodiverse spaces that we work to protect, not just for elephants but for all species and communities who share the land,’ explains Shashwat.

The storytelling continues inside the case, where a bespoke lining features The Parade, a painting by Elephant Family Ambassador and Tara Award-winning artist Rebecca Campbell. Depicting a family of elephants on the move, the artwork speaks to strength in community and the spirit of shared journeys. ‘It’s a beautiful reminder that, together, we can ensure these beautiful creatures travel safely across their environments – as a herd, together and protected.’

With 10 per cent of proceeds from every sale going directly to Elephant Family, the collaboration does more than raise awareness – it directly supports on-the-ground projects across Asia. In particular, the partnership will help fund conservation efforts in northeast India, one of the last strongholds of the Asian elephant. ‘In this region, rising human-elephant conflict is impacting both elephants and rural communities,’ adds Shashwat. ‘Elephants are revered culturally – locals call them Dangoriya [meaning “great elder”], a term of respect. But increasing incidents of crop and property damage, and tragic loss of life, are causing a decline in tolerance. The elephants, in turn, face habitat loss and retaliatory killings.’

To combat this, Elephant Family works closely with local partner Aaranyak to foster peaceful coexistence. ‘We empower local communities through education, capacity building and livelihood support,’ says Dr Alolika Sinha, Senior Manager Elephant Research and Conservation Division at Aaranyak. ‘We also use technology and nature-based solutions – from solar fences to lemon tree barriers – to reduce negative interactions. This work protects both lives and livelihoods.’

Globe-Trotter and Elephant Family hope this collection will offer customers the opportunity to take pride in knowing their purchase contributes directly to the protection of Asian elephants and the well-being of the people who share their habitat.

The Globe-Trotter x Elephant Family collection is available from 21 May 2025 in-store and online. Prices start from $195.