From Norway to the world: The Db story

The story of Db begins in 2009 in Norway, more precisely at a moment between a spirit of adventure and engineering artistry. Famous freeskier Jon Olsson teamed up with Norwegian engineer Truls Brataas to create a brand that would revolutionize travel. What began as a personal mission for two people quickly became a global movement. The idea of rethinking luggage led to Db, a brand dedicated to making better travel possible.

Scandinavian Roots. Global Mindset.

Db was officially launched in 2012 and has since enjoyed a meteoric rise. From the very beginning, the focus has been on smart functionality, stylish design, and genuine everyday solutions for modern travelers. The first Db ski bag was celebrated as a finalist for Innovation of the Year at the renowned ISPO trade fair in Munich. Since then, Db has not only won hearts, but also numerous awards—including several ISPO Design Awards. So it’s no surprise that Db has also been honored six times with the Norwegian Gaselle Award for rapid, profitable growth.

Design meets function

Today, Db’s product range is as diverse as the lives of its customers. Whether backpacks, weekenders, suitcases, or smart accessories, Db develops every product with the aim of bringing stylish functionality to every journey. Db is aimed at urban nomads, creative minds, and outdoor enthusiasts who are on the move both in the city and in the wilderness. At the heart of product development at Db is a high standard of quality, durability, and innovative design. Every detail has a purpose, every seam has a meaning.

Purpose-driven travel gear DLX

The desire to improve travel and make it more comfortable is deeply rooted in Db’s DNA. The products are created in a creative process that does not stop with the first sketch, but is constantly evolving: with feedback from the community, new technologies, and a keen sense of trends. Db loves movement and embraces change. This spirit has led to the duo long since becoming a team of over 60 employees based in Oslo but thinking globally.

From Douchebag to Db

Yes, Douchebags was actually the first official brand name, based on a funny, self-deprecating idea from the community. However, what initially seemed edgy and provocative lost its humor over the years. As Db became more international, the company decided to change the name. Douchebags became Db—same products, same vision, just with a more mature brand image. This step was important in order to open the next chapter in brand development without forgetting its roots.

Philosophy and mission

Db stands for smart, well-thought-out solutions for mobile people. The brand’s philosophy is based on the principle of continuous optimization, from function to aesthetics to sustainability. Db wants to create products that not only look good, but also truly improve travel and everyday life. It’s not about pure consumption, but about purpose, comfort, and style in harmony.

The Db Journey Continues…

Today, Db is not just a brand, but a way of life for everyone who loves to move. With products that accompany you on road trips, world travels, or to the office. Based in Oslo but with an eye on the world, Db shows how a modern company from Scandinavia is conquering the global travel community: with thoughtful design, clever features, and an unbroken pioneering spirit.

Db is here to stay. And the next adventure is always just a bag away.