Db
Db is a Norwegian brand of backpacks, luggage and travel accessories, founded in 2009 by freeskier Jon Olsson and engineer Truls Brataas. Based in Oslo, it designs bags for urban travellers and outdoor enthusiasts.
| Founded | 2009 |
|---|---|
| Founders | Jon Olsson, Truls Brataas |
| Headquarters | Oslo, Norway |
| Former name | Douchebags |
| Ownership | Independent |
| Website | dbjourney.com |
What is Db?
Db is an independently owned bag and luggage company from Norway. It designs backpacks, carry bags, luggage and accessories for urban travellers and people who travel for outdoor sports.
History
The company was founded in 2009 by freeski athlete Jon Olsson and engineer Truls Brataas, and the brand launched officially in 2012. It originally traded as Douchebags, a name suggested by its community. As the name became less ironic over time, the company changed it to Db, keeping the same team and products.
In 2012 its ski bag was a finalist for Innovation of the Year at ISPO in Munich. The brand has since won several ISPO design awards and has been named a Gazelle company six times. Brataas received an EY Entrepreneur of the Year award.
Products and positioning
- Backpacks for daily use and travel
- Carry bags and luggage
- Ski and snowboard travel bags
- Travel accessories
The company is headquartered in Oslo and employs about 60 people.
Why it matters
Db is an example of a brand that grew out of action sports and moved into the wider travel and lifestyle bag market, and of a company willing to rename itself as it matured.
Frequently asked questions
Who founded Db?
Db was founded in 2009 by freeski athlete Jon Olsson and engineer Truls Brataas.
Why did Douchebags change its name to Db?
The original name was suggested by the brand's community, and as it became less ironic over the years the company changed it to Db while keeping the same team and products.