WaterField Designs
WaterField Designs is a San Francisco-based, founder-owned manufacturer of handcrafted premium bags, sleeves, and cases for laptops, tablets, phones, and gaming devices, sold direct-to-consumer through sfbags.com since 1998.
- Company typePrivate
- Founded1998
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What WaterField Designs does
WaterField Designs is a privately held, founder-owned manufacturer of handcrafted bags, sleeves, and cases for laptops, tablets, phones, gaming devices, and everyday carry, based in San Francisco since 1998. The company operates a small-batch production model with design, prototyping, and sewing under one roof, using premium materials including full-grain leather, ballistic nylon, waxed canvas, neoprene, and a proprietary wrinkle-free water-resistant Taslan textile developed with input from 1,000+ community participants. The product portfolio spans backpacks, messenger bags, briefcases, slings, totes, duffels, folios, and a 300+ size library of custom-fit laptop sleeves, alongside device-specific cases for AirPods Max, Mac mini, Mac Studio, Apple Vision Pro, Nintendo Switch 2, Steam Deck, and ROG Ally.
The business model is direct-to-consumer e-commerce through sfbags.com, with no physical retail or third-party distribution. Products are sold as one-time transactions at unit prices ranging from $25 to $679, with most bags priced between $129 and $429. Customer segments are primarily individual consumers: tech-forward professionals seeking premium professional-looking carry, frequent travelers, gaming enthusiasts with handheld consoles, and device-specific buyers requiring exact-fit protection. Marketing relies on content, SEO, organic social, community co-creation programs, and earned media in tech publications rather than paid advertising. The company ships to the US, Canada, the UK, and South Korea, operates without external investors or parent company, and is led by founder Gary who remains personally active in customer service and product development.
WaterField Designs firmographics
Firmographics- Name
- WaterField Designs
- Legal name
- WaterField Designs
- Website
- https://sfbags.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WaterField Designs is a San Francisco-based, founder-owned manufacturer of handcrafted premium bags, sleeves, and cases for laptops, tablets, phones, and gaming devices, sold direct-to-consumer through sfbags.com since 1998.
- Ownership category
- akta.pro rank
WaterField Designs industry classification
Industry- Product category
- Premium Bags and Cases for Tech Devices
- NAICS
- Textile Bag and Canvas Mills (314910)
- akta.pro primary industry
- Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)
- akta.pro secondary industries
- Handbags & Fashion Bags Manufacturing (IMAOAHAA), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)
Keywords
Where WaterField Designs is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WaterField Designs business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer sales of handcrafted bags, sleeves, and cases for tech devices. Products sold at fixed prices with no subscription component. Revenue is one-time transaction based with customers purchasing individual products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories and Small Cases ($25-$99) |
| Unit Pricing | Pay-as-you-go | Standard Bags and Sleeves ($99-$249) |
| Unit Pricing | Pay-as-you-go | Premium Laptop Bags ($249-$429) |
| Unit Pricing | Pay-as-you-go | Premium Leather Products ($309-$679) |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
WaterField Designs product offering
Product offeringCore offering
WaterField Designs handcrafts premium bags, sleeves, and cases designed to protect and carry laptops, tablets, phones, gaming consoles, and other tech devices. Products are manufactured in small batches at the company's San Francisco workshop using full-grain leather, ballistic nylon, waxed canvas, neoprene, and proprietary Taslan material. The portfolio spans backpacks, messenger bags, briefcases, crossbody slings, totes, duffels, and device-specific custom-fit sleeves.
Product overview
WaterField Designs is a handcrafted bag and case manufacturer offering a comprehensive portfolio of tech carrying solutions made in San Francisco. The product lineup includes laptop backpacks (Pro Executive, Trigo, Bowery, Shinjuku, Tech Folio, Tech Folio Tank, Packable), messenger bags (Executive Leather, Shinjuku, Vitesse, Vitesse Cycling Musette, Packable), briefcases (Lexington, Shinjuku, Air Porter, Tech Folio, Tech Folio Second Edition), crossbody and sling bags (Gramercy, Sutter Tech, Versus Gaming, Hudson, Shinjuku, Essential), totes and duffels (Tribeca, Flex Lite, Shinjuku, Flex Travel, Packable, Cycling), folios, and specialized sleeves for MacBook, iPad, Microsoft Surface, and PC laptops with over 300 custom sizes. The company also produces device-specific cases for AirPods Max, Mac mini, Mac Studio, Apple Vision Pro, gaming consoles (Nintendo Switch 2, Steam Deck, ROG Ally, Legion Go), and iPhone. Gear organization accessories include tech organizers, gear pouches, AirTag accessories, wallets, and travel accessories. All products feature premium materials including full-grain leather, ballistic nylon, waxed canvas, and neoprene, with many items incorporating waterproof YKK zippers and custom hardware.
Differentiator
Problem solved
Functional benefit
Products and services
- Pro Executive Laptop Backpack Meeting-ready laptop backpack with a removable Executive Folio for short meetings and two padded compartments for laptop and tablet.
- Trigo Laptop Backpack High-capacity, lightweight commuting backpack made with durable materials and padded laptop protection.
- Bowery Leather Backpack All-leather backpack with full-grain leather construction sized for laptop and tablet.
- Shinjuku Laptop Backpack Medium-capacity backpack available in ballistic nylon and traditional waxed canvas with padded laptop pocket.
- Tech Folio Backpack Two-in-one backpack combining a tech gear organizer with an office compartment for two devices.
- Tech Folio Tank Backpack Backpack sized to fit 17-inch and 18-inch gaming laptops with an integrated folio for organizing tech gear.
- Packable Backpack Folds into its own pocket and unfolds into a professional-looking backpack made from wrinkle-free, water-resistant Taslan material.
- Executive Leather Messenger All-leather messenger designed for boardroom use with a sleek, refined profile and padded laptop compartment.
- Shinjuku Messenger Bag Messenger bag available in ballistic nylon or traditional canvas with padded laptop pocket.
- Vitesse Messenger Bag Large-capacity, lightweight messenger bag that fits laptops in a protective sleeve.
- Vitesse Cycling Musette Cycling musette featured on Wirecutter's favorite messenger bag list, fits 13-inch laptops in a protective sleeve.
- Packable Messenger Bag Folds into its own pocket and unfolds into a crisp, professional-looking messenger sized for daily essentials with internal pockets.
- Lexington Leather Brief Classic leather briefcase updated with modern functionality and two padded pockets for laptop and tablet.
- Shinjuku Laptop Brief Contemporary briefcase in ballistic nylon or traditional waxed canvas with magnetic closures and padded laptop compartment.
- Air Porter Carry-On Bag Carry-on bag designed to fit under most airline seats with an upgraded interior layout for today's flyers.
- Tech Folio Brief Two-in-one brief with one side for tech gear and the other for laptop and office accessories.
- Gramercy Leather Sling Compact all-leather sling sized for minimal carry, with a signature paragliding buckle and Ultrasuede-lined pockets.
- Sutter Tech Sling Popular day-pack style sling carrying tech gear and essentials with a built-in padded pocket for laptops and tablets.
- Versus Gaming Sling Gaming sling that can carry two handheld consoles plus accessories.
- Hudson Leather Crossbody First-ever all-leather crossbody bag from WaterField, produced in small-batch production.
- Shinjuku Crossbody Light and compact everyday-carry crossbody bag.
- Essential Crossbody Compact crossbody design fitting MacBook or iPad and accessories, available in four sizes.
- Essential iPhone Pouch Compact, lightweight carry pouch that fits iPhone, earbuds, wallet, and passport.
- Tribeca Leather Duffel Statement leather duffel piece with laptop compartment and Supreme Suspension Strap.
- Flex Lite Gym Bag Streamlined duffel for core gym gear with a compact size that fits horizontally in most lockers.
- Shinjuku Duffel Duffel and briefcase combination with medium capacity that stands upright.
- Packable Duffel Packable duffel that expands to accommodate extra gear with lockable double-zipper pulls for secure contents.
- Vero Leather Sleeve for MacBook Pro Compact, all-leather sleeve with in-case charging capability for MacBook Pro.
- MacBook SleeveCase Compact protective sleeve for MacBook Pro and accessories, available in waxed canvas or ballistic nylon.
- Magnetic Laptop Sleeve for MacBook Silent, secure magnetic closure sleeve in waxed canvas with reinforced neoprene interior.
- Neo Sleeve for MacBook Thick 4mm neoprene sleeve that protects MacBook Pro and MacBook Air like a skinsuit.
- PC Laptop SleeveCase Custom-fit SleeveCase for PC laptops available in over 300 sizes in half-inch increments, with a neoprene interior and waxed canvas or ballistic nylon exterior.
- iPad Pro SleeveCase Compact heavy-duty protection for iPad Pro in neoprene with waxed canvas or ballistic nylon exterior.
- iPad Air SleeveCase Compact heavy-duty protection for iPad Air in neoprene with waxed canvas or ballistic nylon exterior.
- Microsoft Surface SleeveCase Custom-fitted sleeve for Surface Pro 9 and Surface Laptop 5.
- AirPods Max Shield Case Shield case that keeps AirPods Max in low power mode while stored, made with full-grain leather and ballistic nylon or waxed canvas.
- Shield Case for Mac mini Custom-fit protection for Mac mini and accessories with ultra-soft fleece lining, foam padding, and an AirTag pocket.
- Shield Case for Apple Vision Pro Compact travel case for Vision Pro and accessories.
- Mac Studio Shield Case Sturdy protective case for Mac Studio with room for a few accessories.
- Shinjuku Tech Organizer Tech organizer with padded pockets; full size fits an iPad Mini.
- Gear Pouch Three sizes for organizing cables, cords, and dongles with self-locking zippers.
- AirTag Leather Key Wallet Full-grain leather wallet that holds six keys with a dedicated AirTag pocket.
- Finn Wallet Customer-favorite zipped wallet that holds cards and cash; larger sizes fit iPhone, passport, and foreign currency.
- Hanging Toiletry Bag Toiletry bag that hangs on a hook or towel rack with Monolite mesh pockets for visibility.
- Leather Desk Pad Leather desk pad cut from thick full-grain cowhide that provides a solid foundation for laptops.
- CitySlicker Pouch for iPhone Cushy lined pouch that protects a naked iPhone or phones in thin non-silicone cases.
- Neo Sleeve for Magic Keyboard
Quantifiable outcome
- Products outlast the tech gear they're built to protect
- +1 more outcomes
Companies that use WaterField Designs
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
WaterField Designs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
WaterField Designs partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
WaterField Designs competitors and assessment
Company assessmentDirect peers
- Timbuk2: Timbuk2 is a San Francisco-born messenger bag and backpack brand that also serves tech-carrying professionals, with a stronger retail and customizer footprint. It is directly comparable on product category (messengers, laptop backpacks) and customer overlap (urban tech professionals).
- Mission Workshop: Mission Workshop is a premium San Francisco-based bag maker with a craftsman-led, small-batch ethos similar to WaterField. It is directly comparable on geography, premium positioning, and the urban professional cycling / tech-carrying customer.
- Tom Bihn: Tom Bihn is a direct, handcrafted-in-Seattle bag manufacturer specializing in laptop and travel bags made in the USA with premium materials and a similarly small-batch ethos. It is the closest analogue to WaterField in terms of business model, geography, and customer base.
- Chrome Industries: Chrome Industries is a messenger bag and backpack brand popular with urban commuters and cycling messengers, overlapping with WaterField's cycling musette and messenger bag lines. It targets a similar premium, urban-cyclist/commuter customer.
Broad incumbents
- Filson: Filson is a heritage American outdoor and travel brand with rugged, premium leather and canvas bags. It overlaps with WaterField on premium materials and made-in-USA positioning, though Filson's catalog is much broader and not tech-focused.
- Targus: Targus is a broad incumbent in laptop bags, sleeves, and cases with global distribution and a large B2B footprint. While its products target the same broad use case (protecting laptops and tech), it competes primarily on price and corporate-channel reach rather than premium craftsmanship.
- Thule: Thule is a large outdoor and mobility brand with laptop backpacks and tech-friendly bags in its portfolio. It is comparable as a broader incumbent in the carry category but does not specialize in made-in-USA, handcrafted tech bags like WaterField.
- Herschel Supply Co. Herschel is a broad backpack and bag brand with strong retail and global distribution. It competes for the same everyday-carry and laptop-backpack buyer but at a more accessible price point and higher volume than WaterField's premium niche.
Emerging players
- Bellroy: Bellroy is a premium bags and accessories brand with strong tech-friendly laptop and travel offerings. Its slim, design-led aesthetic competes for the same professional buyer that WaterField serves, though it operates at meaningfully larger scale and global distribution.
- Peak Design: Peak Design is a premium, design-forward bag and everyday-carry brand with strong tech-consumer appeal and a fast-growing DTC business. It competes with WaterField for the same design-conscious, tech-forward professional customer, though at a larger scale and broader product surface.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
WaterField Designs social profiles
Digital presenceWaterField Designs financial estimates
Financial estimateRevenue estimate
Valuation estimate
WaterField Designs leadership team
Management profileNumber of profiles
Profiles1 record
WaterField Designs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WaterField Designs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WaterField Designs
What does WaterField Designs do?
WaterField Designs handcrafts premium bags, sleeves, and cases designed to protect and carry laptops, tablets, phones, gaming consoles, and other tech devices. Products are manufactured in small batches at the company's San Francisco workshop using full-grain leather, ballistic nylon, waxed canvas, neoprene, and proprietary Taslan material. The portfolio spans backpacks, messenger bags, briefcases, crossbody slings, totes, duffels, and device-specific custom-fit sleeves.
Is WaterField Designs a public or private company?
WaterField Designs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WaterField Designs founded?
WaterField Designs was founded in 1998. It employs 1 to 10 people.
Where is WaterField Designs based?
WaterField Designs is headquartered in San Francisco, United States, in the North America region.
How does WaterField Designs make money?
One revenue line is on record: direct Product Sales.
Who are WaterField Designs's main competitors?
Direct peers on record are Timbuk2, Mission Workshop, Tom Bihn and Chrome Industries. Broad incumbents are Filson, Targus, Thule and Herschel Supply Co.. Emerging players are Bellroy and Peak Design.
Does WaterField Designs have an API?
No public API is recorded for WaterField Designs.
What industry is WaterField Designs in?
WaterField Designs's product category is Premium Bags and Cases for Tech Devices. Its primary akta.pro industry code is IMAOAHAE, Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels), with a secondary code of IMAOAHAA, Handbags & Fashion Bags Manufacturing. Its NAICS code is 314910.