From Scandinavia to the Edge of the World, Db Wants You to ‘Weigh Lighter’

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From its establishment in 2012, Db has consistently emphasized its goal: to provide enhanced travel options for its community of sports enthusiasts and thrill-seekers. The latest offering, titled Weigh Lighter, is both a testament to passion as well as the fulfillment of their primary objective. This collection boasts five remarkably lightweight yet robust bags, crafted primarily from Graflyte – a novel mono material developed by ALUULA, a leading materials innovator. Graflyte is a cutting-edge composite fabric, offering an astonishing eight times the strength-to-weight ratio of steel, with a supple nylon texture, and is waterproof, UV-resistant, and recyclable.

In Scandinavia, the brand Db has become a rapidly expanding favorite among travelers worldwide, earning a cult-like following. Notably, LVMH’s Luxury Ventures Fund (LLV) recently invested in Db by purchasing a minority stake, a move that underscores both its reputation as a purveyor of premium travel goods and the increasing global interest it has been experiencing. The latest “Weigh Lighter” collection embodies Db’s commitment to creating top-quality products while also exploring new and innovative material uses. Essentially, this collection serves as a junction where Db’s recent growth intersects with its expanding brand ambitions. Vincent Laine, the Creative Director of Db, tells TopMob that this collection marks a fresh chapter for the brand, stating that bringing “Weigh Lighter” to market challenged their creative approach and provided them with new tools for future development – new foundations they can now proudly build upon as they continue to grow.

The collection was carefully crafted over a span of more than a year through continuous experimentation and collaboration between Db and ALUULA. This involved testing, adjusting, and learning which combinations of fabric thickness, placement, and design would produce the optimal result. For Db, creating the Weigh Lighter was something of a bold step: it represented an entirely novel process for their team, some of whom have been with the company since its inception. As Laine explained to TopMob, “we didn’t know where this journey would take us or what the outcome would be – there were no guarantees that it would work. We simply had to believe in it and support each other.” Laine, who previously worked at Leica as the lead designer for both the Leica Q and Leica Q2 cameras, believes that his personal growth and the team’s transformation can be attributed to this project. He shared with us that “throughout this design process, we were given the opportunity to grow as a team,” and added that it served to “challenge and shift our perspectives.

“As a team, we have never done this much heavy lifting just to create something this light.”

The “Lightweight Collection” by Db consists of four bags and a snow roller, which includes Db’s renowned items like the Lightweight Sling Bag and the Lightweight Backpack. The Lightweight Sling Bag is an ultralight shoulder or waist bag that can hold up to 10L of gear and weighs only 138g. This is accompanied by the Lightweight Backpack, a versatile 25L capacity “mountaineering bag” suitable for both urban settings and snowy slopes, featuring a roll-top closure and a two-way vertical zipper for easy access, weighing just 470g. The largest item in the collection is the Lightweight Split Duffel, a larger version of one of Db’s most popular models that offers a massive 70L of space and weighs only 1.3kg (around 2.8lbs).

The collection also features the Lightweight Helmet Bag, a multi-purpose carryall with a capacity of 32L, perfect for storing large ski and snowboard helmets, as well as various other items. Lastly, the collection includes the highly limited Weigh Lighter Snow Roller Pro, a revolutionary take on Db’s first product – the Snow Roller. The Snow Roller Pro is billed as “the world’s first length-adjustable, compressible ski and snowboard bag,” weighing only 2.4kg (around 5.3lbs), making it 50% lighter than the original Snow Roller. This niche product has been produced in less than 20 units, with a price point to match its exclusivity.

Alongside being exceptionally lightweight, Db opted for Graflyte in this range due to its transparent quality. From afar, the bags appear white; however, upon closer inspection, they reveal a partially translucent aspect. Transparency is a key element of Db’s design aesthetic, which frequently involves creating modular products that can be easily combined with others. Applying this philosophy to the Weigh Lighter collection, Db leveraged the material’s natural transparency as a user-friendly feature. As Laine notes, “We intentionally designed transparent panels and pockets to offer visibility where required, enabling users to quickly identify contents.” Additionally, the brand incorporated opaque compartments for privacy concerns.

As a gamer, I found myself immersed in a design process where transparency was the guiding principle. It wasn’t just about functionality; it was about using translucency as a creative tool. Instead of slapping on branding or layering elements on the surface, we chose to embed them beneath the fabric, allowing them to subtly reveal themselves through the material. This innovative approach also encouraged us to showcase structural components that are usually hidden, such as our recycled foam. By doing so, we transformed these components from invisible elements into bold visual statements, making them a defining feature rather than hiding them behind layers.

For their new line’s advertising campaign, Db traveled to Nordkapp, or the North Cape in Norway – a hauntingly beautiful region located above the Arctic Circle with an ethereal quality. Situated on Magerøya Island, it is Europe‘s northernmost point, marking the literal end of the continent. Given the exceptional nature of their collection, this location serves as a fitting representation of Db’s aspirations as a brand. In case their brand goals weren’t already evident through their latest collection, their choice of filming location certainly reinforces it.

As a gamer, I’d rephrase it like this: “Contrary to common beliefs, translucency here doesn’t mean fragility or thinness. Instead, it’s the strongest fabric we’ve ever encountered, leaving me feeling like I was bending the rules of physics. This unexpected twist created an otherworldly, ethereal feel that influenced both our visual style and the location for our campaign – the North Cape, Europe’s northernmost point.

This place is a master of surprises, and this trip was no exception. The colorway we introduced for Weigh Lighter is called Aurora, represented by the purple and lime green accents throughout the collection. On the final night of our shoot, we were fortunate enough to witness the real aurora – tying together the essence of the product, our visual concept, and the inspiring natural world.

The “Lighter Weigh” assortment signifies a fresh beginning for Db, displaying the company’s advanced capabilities while staying faithful to its inherent design essence. You can get it right away from Db’s official site and chosen retailers across the globe.

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2025-04-09 23:26