Craftsmanship Alive in Macpac's "Quest 23": A Brand Nurtured by New Zealand Living

Macpac is a bag brand headquartered in Christchurch, the largest city on New Zealand's South Island. Since its founding in 1973, it has continued to craft simple, durable backpacks guided by the philosophy that "Simplicity is Beyond Complexity."

This approach to craftsmanship was nurtured by New Zealand's culture, where magnificent nature lies right next to urban centers and travel and the outdoors are deeply rooted in daily life. We spoke with Takuya Masui, a merchandiser for Macpac, about the brand's history and the craftsmanship built into the travel series backpack, the Quest 23.

A Brand Nurtured by New Zealand's Natural Environment

"Macpac began in 1973 when founder Bruce McIntyre crafted a backpack using a sewing machine in his home garage."

Like many outdoor brands, Macpac started out as a garage brand founded by a single mountain-loving young man.

Just two years after its inception, the brand's functionality earned high praise early on when its internal-frame backpacks were selected for a New Zealand mountaineering expedition to Patagonia.

New Zealand, the birthplace of the brand, is a country where magnificent wilderness is just a short trip from the city. The South Island, where Macpac is based, is home to the Southern Alps with peaks reaching 3,000 meters, and the brand's logo is inspired by its highest peak, Mount Cook.

This spirit of craftsmanship, nurtured alongside nature, remains at the heart of the brand today. In addition to full-fledged outdoor gear, Macpac offers a lifestyle category tailored to urban living. The flagship model of its travel series is the "Quest 23," which excels across daily use, travel, and business settings.

An Urban Backpack Born from a Culture of Travel

The backstory behind the creation of the "Quest 23" is closely connected to a distinct cultural tradition native to New Zealand.

"I believe it partly stems from being an island nation, but New Zealand has a deeply ingrained concept known as the 'Overseas Experience' (OE). It's a culture built on the idea that people should head out on a journey with just a single bag to gain rich experiences.

Because this culture forms the backdrop, not only outdoor backpacks but also travel category bags designed to support mobility enjoy tremendous support."

A single bag capable of seamlessly transitioning from urban life to business trips and travel—that is the "Quest 23."

"While we previously offered series designed for city use, this model launched in 2024 to meet the demand for an even more urban-tailored bag. It arrived in Japan in April 2025. This season, we updated the lineup by adding a new color."

Now, let's dive into the specific features of the "Quest 23."

"While it's a feature of the entire Quest series, the main body uses what's known as a 'clamshell' design. The main compartment opens wide and flat, making loading and unloading gear exceptionally smooth.

Among them, despite being a medium 23L size, the 'Quest 23' is particularly popular because it opens 180 degrees wide just like a suitcase."

With a light weight of just 900g and a carry-on friendly size—ideal since flying is the primary mode of travel between the North and South Islands—it's easy to see why business professionals in New Zealand favor this bag. Effortlessly holding enough gear for day trips to overnight stays, it delivers outstanding mobility perfect for short one-hour flights.

Let's take a look at several other thoughtful details designed for urban life. The rear zippered compartment accommodates laptops up to 15 inches.

The openings for the rear and main compartments feature lockable zippers for enhanced security.

Additionally, the front zippered pocket features RFID-blocking technology to protect credit cards from skimming.

The back of the main compartment features a large mesh pocket, making it convenient for storing valuables as well as underwear and socks. Furthermore, among the series, only the "Quest 23" comes with a removable shoe bag.

"It is a convenient feature for those who want to carry room shoes or running shoes. Beyond just shoes, it can also be used to store small items."

The handles provided in two locations and the ability to stow the shoulder harness also contribute to ease of use while moving. These perfectly balanced details reflect macpac's manufacturing mindset that "simplicity surpasses complexity."

The Reason It Lasts Long Lies in the Materials and Repair System

"The fabric utilizes recycled Oxford nylon with excellent durability and water resistance. It offers a texture that blends into urban settings while remaining eco-friendly."

In addition to using highly durable materials, a system is in place so products can be used for a long time through repairs.

"Since our founding, we have valued the idea of 'repair before retire.' Even if a zipper or buckle breaks, if the bag is still usable, we want customers to repair it and keep using it. That is why we offer a dedicated repair service."

The Christchurch headquarters houses a repair room where seasoned craftspeople handle bag repairs. Fabrics and parts are preserved to accommodate past products, with repairs reportedly offered even for bags manufactured 30 years ago.

Having started as a garage brand, macpac continues—even half a century later—to reflect New Zealand's culture of living with nature in its craftsmanship. The "Quest 23" is a flagship product that seamlessly translates that culture into urban life.