In a recent announcement, DIG Chicago, brother company to girlie bag maker Maddie Powers, stated that its newly launched line of men's accessories and bags was targeted at "the younger segment of mobile technology users." I think the company may have missed the mark, though, with its Mobile Edge Dig Laptop Messenger ($89.99 direct).

The Dig's main compartment is divided into two sections. The laptop bag's trademarked Superior SafetyCell computer protection compartment is designed to accommodate 15.4-inch laptops, though my 17-inch MacBook Pro was able to fit snugly. The cushion was thick enough to make my laptop feel really well protected. The second section can hold a paper notebook or a few magazines, but not much else. Underneath the flap, there's a front Velcro enclosed sleeve with a pocket for your wallet, cell phone, and various gadgets, plus another mesh zippered section for your pencils and pens.

My first complaint is that the Dig is definitely not comfortable to tote around. The dinky carrying handle and adjustable strap don't quite accommodate the bulky body (16.7 by 13.5 by 5.5 inches, HWD) of the bag, so the whole thing feels a bit off balance. After my morning commute into work, my right shoulder was already beginning to cramp up.

As for style, I'm sorry, but you can't just slap on a 1946 sports icon enamel badge, call it "retro," and expect fashion-conscious students to jump at the idea of forking over 89 bucks for this thing. Just to make sure I wasn't being too harsh, I ran the bag by three of my twenty-something male friends. Responses ranged from "Fugly," and "Atrocious," to just plain, "Eww." That's unfortunate, because the bag is clearly well made. It feels as if it would really hold up over time, assuming you actually wanted to use it that long.

So parents, if you're looking to win over your kids by getting them a cool bag to carry back to school, you might want to skip the Mobile Edge Dig Laptop Messenger and check out hipper bag manufacturers like Gravis, Triple 5 Soul, or Volcom.

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