Backpacks are making a comeback – the best picks for your everyday life
In spring 2022 we introduced you to four backpack brands straddling the line between design and sustainability. We checked back in with GOT BAG, Baggu, Herschel and Fjällräven to see what’s changed.
In 2022 we recommended four brands as the answer to the backpack renaissance: GOT BAG made from ocean plastic, the boldly printed Baggu, the all-rounder Herschel and the classic Fjällräven. Three years on, all four are still going strong-one has changed the most. Here’s the 2025 update, plus the one question you really need to ask before you buy.
- GOT BAG collects up to five kilograms of ocean plastic for every backpack, sourced through a network of collectors in Indonesia.
- Baggu launched in 2007 as a mother-daughter project with a foldable tote and now makes backpacks in its signature prints.
- Herschel remains the safe bet for commuters: timeless design, every size from mini to XL.
- Fjällräven Kånken is the angular perennial favourite in Vinylon-everyone’s seen one, none ever really go away.
- Sustainability is no longer a bonus but a sales argument-but the greenest backpack is the one you keep the longest.
GOT BAG: From the Sea to Your Back
Let’s start with GOT BAG because the concept is clearest here. Since 2016, the Mainz-based brand has been producing backpacks made from recycled ocean plastic. According to its own figures, each model collects up to five kilograms of plastic from the sea. The material comes from a collector network in Indonesia that removes the plastic from coastal regions before it can re-enter the water.
Founder Benjamin Mandos spent much of his childhood by the sea and witnessed the plastic pollution on the beaches long before it became a mainstream issue. That drive led to a brand that wears its promise on its sleeve: the iconic roll-top backpack features the rugged, slightly rubberized material front and center, rather than hiding it. If you’re looking for a companion for the office, university, or weekend-and want to buy into a story-this is the place.
The most sustainable backpack isn’t the one with the best recycling label-it’s the one you carry every day for five years.
Baggu: Mother-Daughter Project with a Print Twist
Baggu, based in New York, started in 2007 as a small family project. Emily Sugihara and her mother Joan created the first foldable shopping bag-a low-cost, reusable tote in ripstop nylon designed to replace plastic bags at checkout. From that single bag, the brand has grown into a full range, including backpacks.
What sets it apart from the other three brands is the look. Baggu embraces bold patterns and colors: stripes, florals, neon. If you want a backpack that reads as a statement piece rather than utilitarian gear, this is where you’ll find it. Sustainability has been on the agenda from day one-though as a small label with limited resources, Baggu had to pinch every penny, yet the mission has endured.
Herschel: The Unassuming All-Rounder
If you’re after a brand that offers plenty of sizes and understated designs, look to Herschel. The Canadian label, founded in 2009, focuses on timeless bags with clean, well-crafted details. The Classic backpack is the simplest model in the lineup-and that’s exactly why it’s so popular with commuters.
The strength lies in the choice: from mini to mid-volume, standard to XL, there’s a version for almost every need. Regular collaborations also keep the otherwise restrained collection fresh. Herschel is the go-to for anyone who wants a backpack that fits everything without making a fuss.
Fjällräven: The Angular Classic Everyone Knows
The Fjällräven Kånken is instantly recognizable: the boxy shape, bold colors, fox logo, and adjustable straps are unmistakable. The classic is made from Vinylon, a tightly woven, weather-resistant fabric that gives the bag its signature stiffness.
Its popularity doesn’t dilute its value. The Kånken is practical, tough, and-compared with many designer models-affordable. It comes in multiple sizes, from a daypack to a compact carryall. If you want a backpack that still looks fresh in ten years, you won’t go wrong here.
What to Really Check Before You Buy
Three years after our first feature, one thing is clear: sustainability has shifted from niche argument to standard promise. Almost every brand now touts recycled materials or fair production. That’s why a second look matters. A backpack made from ocean plastic that falls apart after two years is ecologically more costly than a classic that lasts a decade. So don’t just ask about the material-check the craftsmanship, repair service, and warranty. The greenest backpack is the one you won’t need to replace anytime soon.
For more on materials making a comeback, read our piece on linen as a spring trend. And if you want to know what else fits the season, check our roundup of fashion trends.
Quick Answers
▸Which backpack is the most sustainable?
GOT BAG scores highest on material because every backpack is made from recycled ocean plastic. Yet every brand only becomes truly sustainable once you keep the backpack for a long time. So pay equal attention to craftsmanship and repair options as you do to the recycling label.
▸What material is the Fjällräven Kånken made from?
The classic Kånken is made from Vinylon, a tightly woven, weather-resistant fabric. It gives the bag its signature boxy shape and makes it sturdy and easy to wipe clean.
▸When did Baggu start?
Baggu launched in New York in 2007. Emily Sugihara created the first foldable tote with her mother Joan. Today the range spans pouches to patterned backpacks.
▸Is a pricier branded backpack worth it?
If it lasts longer, yes. A slightly more expensive model with superior construction pays off compared with two cheap ones you replace in succession-both financially and ecologically.
Image sources: cover image Unsplash / Zachary Keimig. Inline image: Pexels / Ketut Subiyanto.
