Good People of vitruta: Serra Hegewald

Welcome to Good People of vitruta, Serra! Our first question is always the same: Who is Serra Hegewald? How did it all begin, and what’s happening now?

Thank you! Hi, everyone! :) I’d say Serra is someone who lives through colors. Design has always been one of my greatest passions. I studied art in both Denmark and Turkey. When I returned to Turkey, I worked with textiles in the family business, which gave me valuable experience in design and production. Later, I decided to forge my own path and created Muni.

How did the story of Muni Bum Bag begin? Can you describe those early days?

I actually stumbled upon it because I couldn’t find a bag that suited me. As someone who doesn’t enjoy carrying bags, I discovered the comfort of bum bags. For me, a bag has to be practical and functional. In a big, chaotic city like Istanbul, having my bag strapped to my chest or waist makes me feel secure. I think “hands-free” is a huge advantage (especially when dancing :)).

Muni quickly grew a loyal following and started being used by a great community. How did you achieve that success? What were the key factors?

I owe much of this success to colors :) and to the functionality of the bag. Without any age limitations, I think this brand appeals to a broad audience. Everyone can create their own style and color. First and foremost, it’s a thrill to see something I dreamed of being loved and used by everyone. We started this journey with the philosophy, “If you have essentials to carry, Muni has room for them all,” and I think Muni filled and soothed a gap in the market. Also, I really enjoy interacting with each customer personally, and seeing a strong bond form between Muni and the user makes me so happy. I’m grateful for the Muni community!

It’s not just the colors of the products—there’s a whole vibrant world in the visuals and the photoshoots that build a special connection with your brand! Would you say this passion for color comes from you?

Yes! It absolutely comes from me. One of my most frequent questions since childhood has been, “Does it come in other colors?” I’ve always been incredibly drawn to the clarity of colors! Like how a person dressed in color leaves a lasting impression. Before a shape or function, it’s always the color of an object that catches my eye. Certain colors stand out no matter where you are, and I think colors are contagious. I’d say the bond that Muni has built with colors has spread everywhere. :)

What inspires you when creating your products and deciding on designs and colors? What influences you?

To start, I should say that fashion and trends aren’t factors that influence me. I feel that the seasonal popularity of certain colors in fashion is restrictive. You should be able to choose whatever color you feel like that day. No one else should decide that for you. Since childhood, I’ve lived between Denmark and Turkey, so I’d say these two cultures form the foundation of my inspiration. I don’t have just one source—I can find inspiration in anything. My design priorities are simplicity and comfort, but most importantly, the colors I feel at the moment.

What do you get up to in Istanbul? How do you typically spend your days, and where do you like to be?

Like everyone, I spend most of my time working. My office is in Maslak, and I live in Sarıyer—I love the greenery and quiet there. When I want to socialize, I usually head to Cihangir and Kadıköy. These days, I’m more into looking out to the horizon by the coast. It’s that kind of period for me.

Muni Bum Bag has a very special place, of course; we know that! :) Can you share your favorite brands from vitruta with us?

Most of my favorite brands are already there, but if I had to list a few: Marsea, Vatka Co., Ferah, Converse, Carhartt WIP, Fjällräven Kånken, and Lar Studio.