The terms 'luxury' and 'high fashion' aren't immediately associated with the hard drive sector, but then again neither is socially acceptable upper class alcoholism. Still both these areas come to mind with the launch of Iomega's first attempt to sex-up a product area not generally considered to be sex-up material.
The company's 'eGo Leather Portable Hard Drive' attempts to change all this however and is described as "the new luxury "must have" gadget and the perfect on-the-go portable storage device for today's business executives and fashionistas alike" (expect Paris to dump her chihuahua for one any minute - think we can smuggle dynamite inside?).
Still despite its all-too-obvious hip flask styling (which is likely to attract and repel in equal measure), the internals of the USB powered HDD should do the business for most with the 2.5in drive offering 250GB of storage while its rugged construction is capable of withstanding drops from up to 51cm.
"Anyone one who loves leather and projecting a certain ‘in vogue' lifestyle won't be able to resist showing off their eGo Leather Drive," said Peter Wharton, VP of International Marketing for Iomega, in a blissfully unaware innuendo-laden statement.
High fashion or not, I find it hard to blame Iomega for trying to return some margin to this ruthless product category. The Hip Flask eGo Leather Portable Hard Drive will go on sale immediately for a reasonable £99.99 including VAT and both Windows and Mac users are welcomed to celebrate with pipes and brandy at the hunting lodge.
One word of warning: don't leave it around older relatives. The drive is ruggedized, not waterproof...