Created by three Australian bike messengers 15 years ago, Crumpler has become a sensation worldwide for its messenger bags, photography bags, laptop bags and luggage bags.

Its loyalists not only include fashionable outdoor sports enthusiasts but established businessmen as well.

The secret? It is all in its slogan, "Live fast, die old."

"Literally it means if you have a Crumpler bag you are meant to be always on the move, try new things and be adventurous," says Singaporean Augustine Goh, general manager of the Wilkinson Group, distributor of Crumpler in China. "'Die old' is about the quality of the bag. It takes a long time for it to die," added Goh. Therefore, Crumpler users are not necessarily young people but people who have the same interest, like photography or cycling. Even if you are in your 40s, you'll find yourself identifying with Crumpler bags, explained Goh.

Goh's company introduced the brand to China in 2008 with the opening of its first store in Beijing's Sanlitun. The brand is now trendy here, and the company has four stores of its own in Beijing, Shenyang and Shanghai. It also has an online store on the retail website Taobao and 60 franchised outlets across the country.

The bags were created in 1997 by bike couriers Dave Roper, Will Miller and Stuart Crumpler, who were tired of their ugly and easily worn-out messenger bags. Without any experience in design, the three created bags that are customized, paying attention to details.

The specially made Corduar fabric lasts longer than other fabric, and the colorful combinations of bright colors of red, yellow and blue help customers show their personalities.

"Crumpler has been working with professional messengers and photographers on how to improve the bag," said Goh. "They pay attention to even small things like a strap. It looks like a normal strap, but it really stops your bag from moving when you are cycling," said Goh, pointing to a strap on his bag which he has been using for five years.

Goh admits that entering China in 2008 was a little bit late. The company used to spend much money advertising with mainstream media, but now they are trying to be more creative - sponsoring cycling events and photography competitions.