Lifestyle Backpacks S/S 2026 Retail Buyer’s Guide
The lifestyle backpack category is more dynamic than ever, shaped by hybrid lifestyles, urban exploration, and the desire for versatile, functional gear. From technical performance to emotional storytelling, backpacks today must do more than carry – they must inspire. In a market where consumers seek both style and substance, brands must respond with thoughtful design, technical reliability, and stories that resonate. Ladies and gentlemen, let’s dive into SS26 Lifestyle Backpack Retail Buyer’s Guide by Matthieu Perez.
What Next
The strongest direction shaping backpacks today is versatility. As Topo Designs’ Alizée Berg, European Brand Manager, explains, “The influence of outdoor gear is increasingly present, particularly through the use of technical materials, weather-resistant fabrics, and performance-driven details, making these bags not only stylish but also highly functional.” Clean, minimalist aesthetics, multifunctional compartments, and opportunities for customisation are increasingly in demand, reflecting consumers’ desire for products that move seamlessly between work, school, and leisure contexts. This push for adaptability is echoed by Nitro, where Philip Haendeler, head of sales & product management, observes that consumers expect a single product to keep up with ever-shifting schedules, “Lifestyle backpacks have become essential gear for navigating the new hybrid reality. People expect one backpack to do it all: commute, work, school, and whatever comes after – from gym sessions to weekend travel.” Nitro’s designs embody this philosophy, blending durability, performance, and everyday style to create truly multi-functional backpacks.
At the same time, the emotional pull of the outdoors continues to influence consumer behavior. Charlie Green, Head of Marketing at Red Equipment, highlights the growing desire to unplug and reconnect with nature: “There’s a growing desire from consumers to slow down, disconnect from the digital world and connect with nature. The shoreline is becoming a key destination for restoration, adventure, and connection.” Backpacks in SS26 increasingly need to bridge the urban and outdoor worlds, encouraging exploration without compromising comfort or functionality. Alongside versatility and adventure, sustainability has become non-negotiable. Jessica Burton, Rab’s UK marketing manager, emphasises, “We’re pleased to see an increasing emphasis on sustainability topics. The demand for versatile technical outdoor gear continues to grow, and we can respond with a strong technical range of performance products.” Across the market, technical performance, durability, and sustainability are now baseline expectations rather than optional extras.
Red Equipment
Movers and Shakers
Brand identity plays a critical role in consumer decision-making, with storytelling often as influential as product features. Cotopaxi exemplifies this approach, Caroline Nieuwenhuis, Marketing Executive, explains, “From day one, Cotopaxi set out to build a brand for people who didn’t see themselves in the traditional outdoor narrative. The brand is colourful, joyful, purpose-driven, and welcoming to all. For this reason, we’re seeing customers seek out Cotopaxi products to stand out from the crowd and showcase backpacks that are as unique as they are.”
For design-conscious consumers, Herschel offers a combination of fashion and function. Adam Mansell, VP International, illustrates, “Our vision is to be the most loved brand in a world that never stands still. For our core range, we updated features and benefits to make it more relevant – things like adding water bottle pockets or fleece-lined laptop sleeves. With the rise of hybrid working, this has become increasingly more important.” Herschel’s approach ensures that products remain culturally relevant while practical for everyday use, offering hybrid-ready solutions for commuting, working, and leisure. Trust and security are central to Pacsafe, where Maria Schmieder, Marketing Coordinator, highlights the brand’s unique positioning, “Pacsafe’s vision is to empower people to explore the world safely. Our lifestyle backpacks embody that by offering cutting-edge anti-theft features, smart organisation, and sustainable innovation – all wrapped in a design that fits both urban and travel contexts.” For urban commuters, digital nomads, and adventure-seeking travelers, Pacsafe backpacks provide peace of mind without compromising style or versatility.
Tariffs and Market Challenges
Despite innovation and strong consumer demand, external challenges such as tariffs and logistics continue to affect how brands bring products to market. Smaller independents, like Heimplanet, feel these pressures acutely, Stefan Clauss points out, “Tariffs and changing customs policies create uncertainty in planning, especially for smaller, independent brands like ours. We’ve had to rethink parts of our sourcing and logistics strategy. Despite the challenges, Heimplanet is doubling down on the US customer base, offering domestic shipping for the first time and an improved customer experience with faster delivery and clear pricing.” For retailers, this underscores the importance of working with brands capable of navigating such challenges while delivering reliable supply and consistent consumer appeal. Community-driven labels like Cotopaxi leverage loyal followings to weather external pressures, while larger players like Herschel, Nitro, and Pacsafe provide the reassurance of scale, innovation, and category leadership. In times of uncertainty, having a mix of reliable, high-performing brands alongside niche innovators ensures a robust retail offering.
Change is the Only Constant
The backpack’s role has expanded dramatically over the last decade, reflecting shifts in work, travel, and leisure. Haendeler from Nitro observes, “We’re seeing that the lines between school, leisure, and travel are continuing to blur – especially for Gen Z and younger Millennials. Backpacks today have to perform across different situations: carrying a laptop to school or university, packing gym gear, heading out for the weekend, or traveling. That means durability, organization, and comfort are non-negotiable, but design and style are just as important.” For Pacsafe, this evolution aligns perfectly with its DNA. Schmieder notes, “We see lifestyle backpacks becoming versatile companions that support commuting, remote work, and spontaneous travel. People are looking for bags that are sleek enough for the office, functional enough for day trips, and safe enough for city streets or international airports. The backpack has evolved into a multi-purpose tool that bridges personal and professional life – and that’s exactly where Pacsafe’s DNA lies.” The same hybrid demand drives established lifestyle names like Herschel. Mansell explains, “We offer a diverse range of lifestyle products where fashion meets function. Every design serves a clear purpose, tailored to the needs of today’s modern consumer. This commitment extends to our outdoor line, where every detail is carefully considered to ensure peak performance without compromising on style.” Across the industry, creativity and practicality must go hand in hand. Berg from Topo Designs observes, “Backpacks need to be increasingly durable and functional, our everyday ally, not just in terms of style, but above all in terms of practicality.” This evolution highlights the shift from a single-use item to a product indispensable across multiple aspects of daily life.
New Means New
Looking toward SS26 launches, innovation is being driven by both material breakthroughs and cultural shifts. For Herschel, new audiences are at the forefront. Mansell reveals, “SS26 sees us introduce our Cloudform collection – our softest carry yet. It’s a lightweight, puffy, everyday bag. The duffle is a real highlight, with a laptop sleeve, luggage trolley sleeve, and multiple storage options. We introduced the Cloudform range after seeing a gap in our line for a truly women’s focused collection, inspired by lightweight silhouettes trending among Gen Z.”
Nitro continues to reflect a commitment to both performance and responsibility. Haendeler explains, “In our SS26 lifestyle line, all products are bluesign® approved, meet the OEKO-TEX® Standard 100, and are equipped with YKK® zippers. Around 80% of the line is made from certified recycled fabrics. With the introduction of our new 1000D fabric, we’ve taken a big step forward in durability and long-term performance – because we believe that real sustainability starts with products that are built to last.” Pacsafe differentiates itself through security-driven design, ensuring urban and outdoor versatility. Schmieder highlights, “Our key differentiator is security – Pacsafe backpacks are engineered with patented anti-theft technologies like lockable zippers, cut-resistant materials, and RFID-blocking pockets. We design for everyday urban use while ensuring robustness and comfort for outdoor functionality. Lightweight, sustainable materials, ergonomic support, and flexible storage systems ensure our bags perform wherever life takes you.” Other players are also shaping the innovation landscape. Heimplanet integrates recycled materials and eco-friendly finishes, Cotopaxi continues to celebrate bold, outsider storytelling, and Red Equipment broadens its outdoor-ready range into wild swimming, hiking, and beach camping. Together, these launches illustrate that the backpack category is rich with creativity, meeting the needs of both performance-driven adventurers and style-conscious urbanites. In SS26, backpacks go beyond simple utility – they’re gateways to exploration, discovery, and everyday adventure. With the right combination of performance, style, and reliability, they meet the needs of every type of modern consumer. Retailers have the opportunity to offer products that inspire people to move, roam, and experience the world beyond the screen. Gear up, get out, and breeze!
Brand Previews
