We keep getting lots of references to the retro-backpack/carryall company Altadena Works in the fashion and business press.  The LA Times looks at it today, and we find out why founders RIcky Swallow and Ryan Conder picked the name:

“I like what Altadena represents geographically as a place situated with such close proximity to the city and to nature — right up against the foothills,” Swallow says. “We both fantasized about living in one of the Gregory Ain tract houses there,” referring to the late L.A.-based architect’s midcentury modern homes built in the mid-1940s.

Pictured: the $338 (!) market bag.