DB LIFESTYLE BACKPACKS S/S 2025 PREVIEW

Retail Buyers Guide: Lifestyle Backbacks S/S 2025 Retail Buyer’s Guide
Brand: DB
Interviewee: Lasse Andersen Hodne, Senior Marketing Manager

What are the main current trends in the lifestyle backpack market?
Two trends as I see it, are the slouchy casual backpack that you can use for everything every day and the tech outdoor backpack that is filled with functionality and a technical fabric.

What were your best sellers in SS24?
For us it’s the iconic Hugger and Ramverk family, same as last year. The Hugger is doing really well in the home markets and Ramverk hard luggage is a huge performer that the creative traveler has taken to heart. Everything in the snow category is doing really well, with the Snow Roller as the top performer and we basically sold out of the Snow Pack 32 L so that was a huge milestone.

How are you segmenting your SS25 lifestyle backpack collection and what are the price points?
Ramverk Pro (399+ euros) and Backcountry packs ($200) are the premium in terms of price but again are built with specific consumers in mind. From there, we have the Hugger family around $199 to $249. Pretty much the same as last year with a little bump in price mostly because of shipping costs. The segmentation is basically: Photo/ everything in camera packs. Surf/ surfboard transportationSnow/ ski and snowboard transportation and on-mountain backpacksSkate/ The first Db skate duffel, made for skaters and co-designed by skaters. All these categories are using check-in Ramverk hard luggage, Duffels, or Hugger 90L/ 60L.

Which style(s) do you expect to grow the most in SS25?
It will likely be those families driving growth as we scale globally (Hugger, Ramverk, Backcountry pack). We will also do a big push on accessories, as the brand continues to grow we se a growing demand for smaller travel items. The release of the first drop of the accessory line is Spring 25, look out for the Hugger organizer and brand new lap top covers/sleeves.

What are the most important technical features in your SS25 lifestyle backpack collection?
We are introducing a new capsule called Weigh Lighter. The Weigh Lighter collection is Db´s take on the minimalistic mountaineering bags. Using our knowledge from creating The Snow Packs we made it lightweight and turned it into a capsule collection. Sourcing the lightest, most durable fabric out there and designing a collection for extreme challenges and everyday usage. We are using the lightweight, durable, and translucent ALUULA Grafyte ™ fabric. Repairable and long-lasting fabric from Canada.What materials are you using in your SS25 collection?We’re using mainly certified recycled materials, from fabrics and textile trims to foams, reinforcement plates, and luggage shells. This year we will do waxed fabric, rip-stop and generally more technical fabrics.

What silhouettes are you featuring in your SS25 collection?
Any construction techniques you’d like to highlight?We’ve worked on the new construction of the Weigh Lighter capsule, the whole design and development team was pushed to the limit to be able to make a collection with the ALUULA fabric. The capsule will have a backpack, sling bag, and a helmet bag in the assortment.

What colors and prints are you featuring in your SS25 collection?
Blackout Midnight Teal Fogbow Beige Forrest Green Clean Slate Sand Gray Aurora

What efforts are you implementing towards sustainability?
Our mission is to inspire you to go out into the world in pursuit of your passions and to Do Better for our people, our planet, and the places you go.
Our environmental mission is focusing on the following objectives:

To accelerate our transition to renewable energy and decrease our overall carbon emissions towards net-zero by 2050, starting with a 50% reduction by 2030
To convert our tier-1 suppliers to at least 50% renewable energy by 2025
To implement solutions to reduce our water usage by 20% by 2030
To reduce waste in production and contribute to the implementation of circular business models representing 10% of our revenues by 2027

How will you be supporting retailers with the SS25 sales?
We are very proud to finally offer all retailers a POS system and we will continue to do one-off projects with specialty retailers globally.

Key Products:

Essential Rolltop:

Essential_Rolltop_32L_Black_2

Ramverk Pro:

Ramverk_Pro_Backpack_26L_SKUXXX_BlackOut_1

Snow Backcountry:

Snow_Backcountry_32l_black_2_highres