About Db
The Db Journey story begins long before the brand became a global name in travel gear, luggage, and adventure-ready packs. Originally known as Douchebags, the company started with a simple but powerful insight: travel gear, especially for people who ski, surf, or explore, just wasn’t good enough. In 2009, Norwegian engineering student Truls Brataas and Swedish freeski legend and creator Jon Olsson crossed paths while surfing on the remote beaches of Hoddevik, Norway. Both were constant travelers, athletes, and gear nerds who knew the struggle of bulky ski bags, poorly designed luggage, and equipment that simply didn’t adapt to real-life movement. Their shared frustrations sparked a mission — to reinvent travel gear from the inside out.
The first challenge they tackled was the ski bag. Traditional ski bags were long, rigid, heavy, and impossible to store. Truls and Jon wanted something different: a bag that could expand and collapse, protect gear better, and make traveling easier. Their early prototypes caught the attention of athletes and travelers across Europe, leading to the launch of their very first product under the bold, unforgettable name Douchebags.
At first, the name worked exactly as planned. It was rebellious, funny, and impossible to ignore — a perfect match for the action-sports crowd. The irreverent branding helped the young company stand out and build a loyal following among skiers, snowboarders, surfers, and creators. As their bags earned a reputation for smart engineering and Scandinavian minimalism, the brand quickly expanded beyond ski goods. They introduced travel rollers, backpacks, camera inserts, surf bags, and urban gear designed for people who lived on the move.
But as the brand reached new markets, the founders faced a challenge they could no longer ignore. The name “Douchebags” had very different cultural connotations in English-speaking countries, and despite the growing demand for their products, many retailers and partners hesitated to carry a brand with a name that could be considered offensive. The DB team realized that the boldness that once ignited their brand was beginning to limit its global reach.
This marked the beginning of the company’s next chapter. After years of internal debate and community engagement, they decided to evolve the brand name from Douchebags to Db — a shorter, cleaner, more versatile identity that could grow with the company. Instead of forcing a single meaning, the brand embraced openness, asking their community: What does Db mean to you? Answers ranged from “Dream bigger” to “Don’t break” and “Depart boldly”. The new name reflected the spirit of movement and adventure without losing the brand’s original attitude.
With the rebrand came renewed focus on design and innovation. Db’s products became known for their modular systems, smart protection, and Scandinavian functionality. The Hugger Backpack, the Ramverk Camera system, and the award-winning ski and snowboard bags helped Db become the go-to travel gear for athletes, photographers, creators, and modern nomads. From mountain towns to airports, the brand built a strong identity around smart travel solutions that look as good as they perform.
Today, Db is a global travel lifestyle brand rooted in Scandinavian design, engineering excellence, and a fearless spirit of exploration. The company continues to collaborate with athletes, filmmakers, designers, and adventurers to improve the travel experience for anyone who refuses to stay still. Their mission remains the same as it was on that beach in Norway: create better ways to carry what matters, so people can move freely and live their journeys fully.