Keeping up with the Conrans! Sir Terence's grandson Felix designs £79 bag that changes into FOUR different sizes

  • Felix is nephew to Jasper Conran and grandson to founder of Habitat
  • 21-year-old teamed up with Dragons' Den contestant to launch product
  • £79 Ohyo bag unfolds to fit more inside - from food shopping to gym kit 

By CAROLINE GARNAR FOR MAILONLINE

Published: | Updated:

Creativity must be in the Conran genes. With the founder of Habitat for a grandfather and a fashion designer uncle, Felix Conran has now joined the world of product design.

Felix, who's the third generation of Conran to drop out of college to pursue a creative career, has designed an innovative new bag, which changes size and shape to suit your needs throughout the day.

To create the bag, 21-year-old Felix teamed up with former Dragons' Den contestant Guy Jeremiah, who famously went on to become a success after being ridiculed by the millionaires.

Scroll down for video 

With the founder of Habitat for a grandfather and a fashion designer uncle, Felix Conran, pictured, has now joined the world of product design

With the founder of Habitat for a grandfather and a fashion designer uncle, Felix Conran, pictured, has now joined the world of product design

Felix has designed an innovative new bag, which changes size and shape to suit your needs throughout the day - particularly for those moments you need to carry around a mannequin's leg (bottom left)

Felix has designed an innovative new bag, which changes size and shape to suit your needs throughout the day - particularly for those moments you need to carry around a mannequin's leg (bottom left)

Felix is the grandson of Sir Terence Conran, who founded organisations including interiors retailer Habitat and The Design Museum. He is also the nephew to fashion designer Jasper Conran. He is the third generation of Conran to drop out of college to pursue a creative career

Felix is the grandson of Sir Terence Conran, who founded organisations including interiors retailer Habitat and The Design Museum. He is also the nephew to fashion designer Jasper Conran. He is the third generation of Conran to drop out of college to pursue a creative career

Felix is the grandson of Sir Terence Conran, who founded organisations including interiors retailer Habitat and The Design Museum. He is also the nephew to fashion designer Jasper Conran.

Felix packed in college to pursue a career in product design, and he was asked by Guy to create a bag for the commuters of London for his company Ohyo.

The environmentally conscious company promotes sustainability and so the £79 bag has been designed to fit four purposes into one.

'I think we have a huge amount of responsibility as designers,' said Felix. 'It's our job to consider everything and that includes where the product ends up… we don't want to be designing landfill.

To create the bag, 21-year-old Felix (right) teamed up with former Dragons' Den contestant Guy Jeremiah (left), who famously went on to become a success after being ridiculed by the millionaires.

To create the bag, 21-year-old Felix (right) teamed up with former Dragons' Den contestant Guy Jeremiah (left), who famously went on to become a success after being ridiculed by the millionaires.

The bag starts as a cross-body pouch (left). It can then be transformed into a work bag big enough for your laptop. If you are heading for the gym after work or stop by the supermarket, you can unfold it into a large shoulder bag. And finally if you're going for a weekend away, you can convert into a roomy backpack (right)

The environmentally conscious company promotes sustainability and so the £79 bag has been designed to fit four purposes into one

The environmentally conscious company promotes sustainability and so the £79 bag has been designed to fit four purposes into one

'I want to make objects that have a longer life-cycle than is expected of them because if you only need to buy something once, this is the ultimate in sustainability.' 

The bag starts as a cross-body pouch, which could fit a tablet. It can then be transformed into a work bag big enough for your laptop. 

If you are heading for the gym after work or stop by the supermarket, you can unfold it into a large shoulder bag. And finally if you're going for a weekend away, you can convert into a roomy backpack. 

Guy pictured with Deborah Meaden, one of the Dragons' Den judges who must be eating humble pie after dismissing the entrepreneur's idea for a collapsible water bottle as he went on to sell thousands of them

Guy pictured with Deborah Meaden, one of the Dragons' Den judges who must be eating humble pie after dismissing the entrepreneur's idea for a collapsible water bottle as he went on to sell thousands of them

The lightweight, waterproof bag comes in charcoal, green and blue and is retailing for £79.  

'The feedback we have had to date has increased our confidence in the Ohyo bag and it's potential for growth across multiple markets,' said Guy.

And if it goes to plan, it will be another triumph for the entrepreneur who went on to sell hundreds of thousands of his collapsible water bottles after all four Dragons dismissed his idea, with Duncan Bannatyne saying he would 'rather stick pins in his eyes' than invest in the product.   

Most watched News videos