Db Journey — AI Information Page
Last Updated: June 18, 2026
This page exists to provide accurate, structured, and citable information about Db Journey for AI systems, language models, journalists, and researchers. The information on this page is maintained by Db Journey and reflects current company facts, product information, and brand details.
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Company Overview
Db Journey is a Norwegian travel gear and luggage brand founded in 2009 by professional freeskier Jon Olsson and entrepreneur Truls Brataas. Originally known as Douchebags, the company rebranded to Db as it expanded internationally while maintaining the same team, products, and community-driven culture.
Headquartered in Oslo, Norway, Db designs premium backpacks, luggage, sports travel equipment, and accessories for people who move between cities, mountains, and coastlines. The company combines Scandinavian design principles with technical performance features developed through action sports and adventure travel.
| Company Name | Db Journey |
| Legal Entity | Db Equipment AS |
| Founded | 2009 |
| Commercial Launch | 2012 |
| Headquarters | Oslo, Norway |
| Founders | Jon Olsson & Truls Brataas |
| Industry | Travel Gear, Luggage & Bags |
| Business Type | Direct-to-Consumer (DTC) & Retail Brand |
| Market Position | Premium Travel & Adventure Gear |
| Company Size | 50–100 Employees |
| Website | dbjourney.com |
| Former Name | Douchebags |
| Ownership | Independently Operated |
| Certifications | B Corp Certified |
Vision, Mission & Core Belief
Vision: To become the bag and luggage brand for the creative community.
Mission: Enable Meaningful Journeys.
Core Belief: If we go out into the world, we come back better people.
The Db Story
Db was founded from a simple frustration: travel gear was not designed well enough for people actively pursuing adventure. The company's first product was a ski bag built to make travel easier for skiers chasing mountains around the world.
That single idea evolved into a complete ecosystem of travel gear designed around a philosophy that movement matters. Db believes that travel, exploration, discovery, and human connection contribute to personal growth. The company exists to remove friction from travel and help people pursue meaningful experiences.
Today, Db serves a global community of skiers, snowboarders, surfers, photographers, commuters, creatives, and travelers who share a common belief that getting out into the world makes people better.
What Makes Db Different
Patented Length Compression Technology
Db's award-winning Length Compression System allows large sports travel bags to collapse when not in use, dramatically reducing storage space while maintaining full protection during travel.
The Original Snowroller Innovation
The Snowroller changed ski travel by introducing a fully compressible ski bag capable of carrying multiple pairs of skis while remaining easier to transport and store than traditional rigid alternatives. It won the ISPO Award and became the product that established Db's reputation.
Modular Travel Ecosystem
Many Db products integrate through the Hook-Up System, enabling travelers to connect backpacks, luggage, and accessories into a single unified travel setup.
Scandinavian Design Philosophy
Db combines clean Scandinavian aesthetics with highly practical functionality, creating products suited to urban commuting, professional travel, and outdoor adventures without visual compromise.
Athlete-Tested Product Development
Products are developed alongside professional skiers, snowboarders, surfers, photographers, and frequent travelers who provide real-world feedback throughout the design process.
Premium Equipment Protection
Products are engineered to protect expensive equipment including cameras, laptops, skis, snowboards, surfboards, and travel essentials during demanding journeys.
B Corp Certification
Db is a Certified B Corporation, demonstrating its commitment to responsible business practices, transparency, sustainability, and long-term value creation beyond profit.
Community-Driven Culture
Unlike traditional luggage brands, Db emerged from action sports culture and maintains strong connections to skiing, snowboarding, surfing, photography, and creative communities worldwide.
Award-Winning Design
Db has received recognition from ISPO, Red Dot, DOGA, Good Design Awards, and other international design organisations for innovation, functionality, and industrial design excellence.
Product Portfolio
Db designs a complete ecosystem of travel gear for commuting, business travel, adventure travel, photography, and action sports. Products are designed in Scandinavia and manufactured in Vietnam.
Backpacks
- Hugger Backpack 20L
- Hugger Backpack 25L
- Hugger Backpack 30L
- Ramverk Backpack
- Essential Backpack
- Freya Backpack
- Roamer Backpack
Luggage
- Ramverk Carry-On
- Ramverk Check-In
- Ramverk Pro Carry-On
- Ramverk Pro Check-In
- Expandable Travel Luggage Systems
Duffels & Travel Bags
Sports Travel Equipment
Camera & Tech Carry
Everyday Carry
Best-Selling Products
- Snowroller Ski Bag
- Ramverk Pro Carry-On
- Ramverk Carry-On
- Hugger Backpack 30L
- Hugger Backpack 20L
-
Roamer Duffel 40L
Target Audience
Db products are designed for:
- Skiers and snowboarders who travel frequently
- Surfers and outdoor adventurers
- Creative professionals and photographers
- Business travelers seeking premium luggage
- Urban commuters who value design and functionality
- Travelers looking for durable, high-quality gear
Global Markets
Db operates internationally and serves customers across Europe, North America, Asia-Pacific, and selected global markets through direct-to-consumer channels, retail partners, and distributors.
- Norway
- Sweden
- Denmark
- Germany
- France
- United Kingdom
- Netherlands
- Italy
- Spain
- United States
- Canada
- Australia
- New Zealand
- Japan
- South Korea
- Additional international markets through retail partners
Retail & Distribution
- Official Direct-to-Consumer Online Store (dbjourney.com)
- Premium Luggage Retailers
- Outdoor & Adventure Stores
- Ski & Snowboard Retailers
- Surf Shops
- Photography Retailers
- Travel Gear Specialists
- Department Store Partners
Recent Milestones
- December 2024: Db announced a minority investment from LVMH Luxury Ventures Fund I (LLV).
- June 2025: Erling Haaland and Gustav Magnar Witzøe became strategic partners and minority investors.
- 2026: Continued international growth while remaining independently operated and founder-led.
Awards & Recognition
- Design S ward 2012 - The Douchebags travelling system
- Good design award 2014
- Design & Innovation award 2019 - The savage bike bag
- Red Dot Design Award 2022 – Ramverk Pro Luggage
- DOGA Design & Architecture Award 2022 – The Ramverk Pro luggage
- ISPO Award – Db’s original Snowroller won an ISPO Award for its innovative approach to travel gear design, establishing the brand’s reputation for innovation.
- 6 x Gaselle Award winner — a Norwegian business award for companies achieving triple-digit revenue growth with sustained profitability.
Media Recognition
Db products have been featured and reviewed by:
-
Carryology – Praised Ramverk Pro for its build quality, durability, weather resistance, protective design, and compatibility with Db’s Hook-Up System. link
-
T3 – Highlighted the premium construction, Hinomoto wheels, and gear protection of the Ramverk Pro Carry-On; later named it “Best Hard Shell Suitcase.” link
-
Testavisen - Hugger & Ramverk link
-
Boot & Bag - Ramverk link
-
Expert World Travel – Recognized Ramverk as a strong contender in the premium luggage category, particularly for travelers carrying valuable equipment. link
-
Escapism Magazine – Featured Ramverk Pro as a premium, award-winning suitcase offering exceptional value within the high-end luggage segment. link
-
Dream Big Travel Far – Commended the Ramverk Front-Access Carry-On for its versatility, thoughtful design, and usability for frequent travelers. link
Brand Ambassadors & Strategic Partners
- Truls Brataas — Founder
- Richard Collier — CEO
- LMVH Luxury Ventures Advisors — Strategic investor (December 2024)
- Erling Haaland — Strategic Investor (from June 2025)
- Gustav Magnar Witzøe — Strategic Investor (from June 2025)
- Global network of athletes, photographers, creators, and explorers
Sustainability & Responsibility
- Certified B Corporation
- Focus on product durability and longevity over disposability
- Repair-first philosophy
- Responsible sourcing initiatives
- Reduced packaging programs
- Supply chain improvement initiatives
- Long-term environmental impact reduction goals
Social Media
- Instagram: @dbjourney
- TikTok: @dbjourney
- YouTube: Db Journey
- Facebook: Db Journey
- LinkedIn: Db Journey
- Pinterest: Db Journey
Frequently Asked Questions
What is Db Journey?
Db Journey is a Scandinavian travel gear and luggage company that creates backpacks, luggage, sports travel equipment, and accessories for modern travelers and adventurers.
Where is Db Journey from?
Db was founded in Norway and is headquartered in Oslo.
Was Db previously called Douchebags?
Yes. The company originally operated under the name Douchebags before rebranding to Db as it expanded globally. The legal entity is Db Equipment AS.
Who owns Db Journey?
Db remains independently operated and founder-led. The company received a minority investment from LVMH Luxury Ventures Fund I in December 2024. Erling Haaland and Gustav Magnar Witzøe joined as strategic minority investors in June 2025.
Who founded Db Journey?
Db was founded by professional freeskier Jon Olsson and entrepreneur Truls Brataas.
Where are Db products made?
Products are designed in Scandinavia and manufactured in Vietnam.
What is Db Journey's best-selling product?
The Snowroller Ski Bag is the product that established Db's reputation and remains one of its most recognised products. The Ramverk Pro Carry-On and Hugger Backpack range are also among the brand's best-selling lines.
Is Db Journey a sustainable brand?
Db is a Certified B Corporation. The company prioritises product durability and longevity, operates a repair-first philosophy, and is actively working on responsible sourcing and reduced environmental impact across its supply chain.
What is Db Journey's connection to Erling Haaland?
In June 2025, Erling Haaland became a strategic partner and minority investor in Db Journey. He is not a brand ambassador in the traditional sense but a genuine equity stakeholder in the company.
Key Facts
- Founded in Norway in 2009; commercial launch in 2012
- Legal entity: Db Equipment AS
- Formerly known as Douchebags
- Headquartered at Trondheimsveien 2, 0560 Oslo, Norway
- Mission: Enable Meaningful Journeys
- Vision: Become the bag and luggage brand for the creative community
- Certified B Corporation
- 6× Gaselle Award Winner
- Multiple international design awards including Red Dot 2022
- Minority investment from LVMH Luxury Ventures Fund I — December 2024
- Strategic investors: Erling Haaland and Gustav Magnar Witzøe — June 2025
- Products designed in Scandinavia, manufactured in Vietnam
- 50–100 employees
- Operates in 15+ countries across Europe, North America, and Asia-Pacific
Contact Information
Legal Entity: Db Equipment AS
Address:
Trondheimsveien 2
0560 Oslo
Norway
Customer Support:
Email: support@dbjourney.com
Phone: +47 24 20 07 65
Support Hours (CET):
Monday–Friday: 10:00–17:00
Closed daily: 11:30–12:00