how do you look to the past without replicating it?
The REI Norseland pack Collection
THE OPPORTUNITY
As REI was prepping to launch a heritage-inspired apparel collection, I saw an opportunity to add meaningful carry products to the collection and lobbied leadership.
In a crowded market, what differentiates a bag collection? How can we offer what’s necessary, and shed everything else?
THE SOLUTION
The Norseland Tote and Pack began with a deep search into materials, until the team landed a canvas-like 1050d nylon with a great hand-feel.
From there, the focus was on durable and minimal details, rich touchpoints, and intuitive function.
From the launch, the bags were popular with REI’s customer base, selling briskly alongside the popular Wallace Lake apparel collection seen above.
No Detail too small
With such simple silhouettes, getting the details right was paramount. From the exposed zipper tape and knotted cord on the interior pocket, to the quilted laptop sleeve, and the snaps suspended on webbing loops, the Norseland bags offer premium detail at an attainable price.
Norseland Tote features stowable backpack straps.
Norseland Pack
Pocket Details
Initial Sketches
Color blocked silhouette exploration
Initial prototypes built in-house from my patterns.
The Norseland Pack with the apparel collection
What People Are Saying
“God, we feel loved here. Swaddle us in its heavy-duty, 1050-denier nylon shell fabric.”
— Vice Magazine,The Best Functional-But-Also-Cool Backpacks for Traveling
“This holds everything, is super durable, and dang cute.”
— Krafty, rei.com user review
“I take this thing to work every day, to the gym, on bike rides, day trips, weekend trips, and bring it as my day bag when I travel.”
— Renae, rei.com user review