Examining the Popularity of Helly Hansen's Classic Backpack "Stetind 20" & the Changes in Women's Bag Preferences

Founded in 1877 as a marine brand for sailors on trading ships, "Helly Hansen" has now established itself as an outdoor brand.

The backpack "Stetind 20," released in the spring-summer season of 2022, has garnered popularity, especially among women. What accounts for this trend? We spoke with Keisuke Kawajiri, who is responsible for product planning at the brand, about the changing needs of women regarding bags and Helly Hansen's commitment to craftsmanship.

Targeting "Independent & Cool Women"

The "Stetind" series, consisting of the "Stetind 20" with a capacity of 20 liters and the "Stetind 30" with a capacity of 30 liters, was born as a successor to the popular classic backpack "Skarstind" after Helly Hansen launched its outdoor category. Among these, the target for the "Stetind 20" is "independent and cool women."

"We developed it as a classic daypack for all ages, but with a simple design, we thought it could appeal to women who are not very familiar with the outdoors, so we made 'Stetind 20' easy to use for women with appropriate size and specifications," says Kawajiri.

Design-wise, while inheriting the distinctive center zipper from the previous model "Skarstind," it eliminates some pockets for lightweight and simplicity.

The main compartment features a waterproof zipper for functionality while presenting a cool impression, and by adding padding to the front panel, it helps maintain the bag's shape, resulting in a clean image.

Moreover, the recycled polyester used as the main material not only balances lightweight and durability but also has a soft sheen that complements women's outfits.

A Product Developed with Emphasis on Simplicity & Usability

The product shows ingenuity in various functional aspects. While the shoulder harness of the "Stetind 30" follows a standard configuration, the "Stetind 20" has adjusted the placement to fit a woman's shoulder width.

The harness and back utilize air mesh to prevent moisture build-up on the back and shoulders, while the flat structure is designed to create a three-dimensional shape that wraps around the body.

Additionally, by adding padding to the pocket where the rain cover is stored, it is possible to store small items such as eyewear and electronic device batteries. Furthermore, by enabling the waist belt to be stowed away, it is designed to be suitable for urban use.

"To avoid confusion about where to store items due to having too many small pockets, we eliminated unnecessary pockets and focused on simplicity and usability. Nevertheless, it has enough storage capacity to hold a PC or tablet needed for commuting or studying, as well as a light jacket or rainwear."

"Additionally, an organizer is attached inside the center zipper, allowing efficient storage for small items like keys and lip balm," explains Kawajiri.

The Reasons for Women's Popularity: Changes in Portable Accessories & Fashion

The "Stetind 20," which pursues functionality, usability, and a simple design, is increasingly being used not only for various outdoor activities such as trekking and walking but also for urban use by female users during travel, business trips, and commuting.

"In terms of functionality, it is well-known for its ease of storage, particularly with the organizer inside the center zipper, leading to comments from female users such as 'It has great storage for small items and is good for daily use.' On the design side, the clean impression created by eliminating the switch from the front panel to the side compression belt has been well received," says Kawajiri.

Furthermore, Kawajiri analyzes that one of the backgrounds for the increasing popularity of "Stetind 20" among women is the change in what they carry.

"In recent years, the number of women using backpacks for commuting and schooling has increased. I think it used to be common to carry materials in paper form, but now most people store documents on PCs or tablets. I believe backpacks have become the preferred choice for safely and efficiently transporting such heavy electronic devices."

Additionally, fashion changes seem to be influencing this trend as well.

"Especially for working women, the mainstream style used to be wearing a trench coat over a suit and carrying a tote bag during commutes. However, in recent years, attire has become more casual, and outerwear from outdoor brands known for waterproofness and insulation has gradually started to be chosen. As a result, more people are opting for backpacks that match their fashion style."

What Does "Helly Hansen" Envision for Future Bag Production?

As the demands for lifestyle, fashion, and bags change, what kind of bags does "Helly Hansen" plan to produce in the future?

"Until now, 'Helly Hansen' bags have focused on waterproofness and safety in the sailing category. In the outdoor category, we have emphasized designing bags tailored to their intended use—such as waterproof bags for wet environments and lightweight bags for long-distance travel—to create a comfortable user experience.

"Currently, 'Stetind 20' is the only model targeting women, so we are considering expanding size variations and updating specifications aimed at urban use."

"Moreover, we are also working to reduce seams for weight reduction on the design front, creating a clean and cool image. We believe that bags designed this way can be used comfortably not only in harsh natural environments but also in urban settings.
 
"In an ever-changing environment, we aim to create products that allow people to safely interact with nature and refresh themselves."
 
It's been a while since outdoor brands have been chosen for everyday fashion, and that trend is now spreading to backpacks as well. I am eager to see what updates "Stetind 20" will undergo in the future.