Private Label is proud to announce an exclusive collaboration with BMW Car Club of America, creating a limited-edition custom bag made specifically for BMW CCA members. Designed with the same attention to detail, performance mindset, and elevated style that define the BMW community, this special release blends everyday function with enthusiast culture.

Built for road trips, track days, or daily carry, the bag celebrates the passion shared by one of the world’s most dedicated automotive communities. BMW CCA is recognized as the largest owner-supported single-marque car club, connecting thousands of members through events, driving experiences, and lifestyle benefits. 

As part of this launch, we’re also spotlighting longtime BMW CCA member Mike Gessner. A member since 2009, Mike first joined through the National Capital Chapter in Washington, D.C., and later became an active leader within the Golden Gate Chapter, where he currently serves as Vice President. His BMW journey spans an incredible lineup of enthusiast favorites, from the Z3 Roadster to multiple M cars and modern performance models. When asked to choose a favorite, Mike points to the 2018 M3 CS—especially on track—showing his deep appreciation for the pure driving experience that makes BMW ownership special.

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BMW Car Club of America (BMW CCA)—the largest BMW enthusiast organization in North America and a cornerstone of the BMW community since 1969.

BMW CCA brings together tens of thousands of passionate owners who share a deep appreciation for BMW engineering, performance, and the pure joy of driving. From track days and driving schools to social events and technical resources, the club represents the lifestyle of BMW ownership just as much as the cars themselves.

This limited-edition release features all of our signature functionality:

• Carry-on approved (TSA compliant)

• Fits 4 pairs of shoes up to size 16

• Hidden 16” inner laptop compartment

• Quick-access front, back, and side pockets

• Multiple interior pockets for smaller essentials

• Rear slip-through pocket to attach securely to luggage handles

What sets this version apart is the unmistakable BMW CCA M Performance–inspired aesthetic—subtle motorsport cues and premium detailing designed specifically for BMW enthusiasts who are always on the move, whether that’s to the track, a chapter event, or the next road trip.

BMW CCA members will receive first access to the bag ahead of the public launch. Quantities will be extremely limited, making this a true collector’s piece for those who live and breathe the BMW lifestyle.