2025.04.03
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.
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