Gaston Luga
Gaston Luga is a Swedish direct-to-consumer brand designing and selling waterproof backpacks, crossbody bags, weekenders, totes, and laptop bags through owned e-commerce stores in over ten markets across Europe, North America, and Asia-Pacific, serving urban commuters, eco-conscious professionals, and fashion-forward consumers.
- Company typePrivate
- Founded2017
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Gaston Luga does
Gaston Luga is a Swedish direct-to-consumer accessories brand that designs and sells waterproof backpacks, crossbody bags, weekenders, totes, laptop bags, and small accessories through owned e-commerce storefronts in over ten markets across Europe, North America, and Asia-Pacific. The company is registered as Gaston Luga AB in Stockholm and is part of the Orange Sky AB consumer-lifestyle group, alongside sibling brands such as Sudio. Its product engineering centers on waterproof material technology, with proprietary ratings of 8,000mm across standard lines (Spläsh Rolltop, Spläsh Utility, Däsh) and 20,000mm on the Lightweight DuoSeal line, achieved via water-based polyurethane coatings free of DMFa and PFC, paired with GRS-certified recycled polyester and recycled cotton fabrics.
Underlying product architecture is organized around multiple sub-brands (Spläsh, Däsh, Lightweight DuoSeal, Weave, Rullen, FEMME) and a recurring limited-edition collaboration program (Art Club and GL X partners including Nikon, Päris, Ricardo Rodriguez, Studio Oyama, Molotow, NK Stage) that drives top-of-funnel demand. Supply chain production is operated through vetted manufacturing partners in Dongguan, China, operating against an amfori-aligned 11-point code of conduct, while the brand itself is PETA-approved vegan, FSC-certified in packaging, and has been carbon-neutral since 2019 via Carbon Footprint Ltd and ESCONET reforestation efforts.
Commercially, the company uses a pure-play DTC e-commerce model, with no disclosed wholesale or physical retail footprint. Pricing is unit-based, ranging from approximately $49 for mini crossbody and toiletry items up to $179 for the premium Spläsh Utility Backpack 16-inch, with free shipping over $99 USD, a 'Buy 2, Get 10% off' mechanism, and a 30-day return policy. Acquisition channels rely on organic and earned media (Instagram, TikTok, email newsletter), influencer partnerships, and PR features in tier-1 fashion publications (ELLE, GQ, Tatler, Esquire, Nylon, Noctis). Reported headcount is in the 11-50 range.
Gaston Luga firmographics
Firmographics- Name
- Gaston Luga
- Legal name
- Gaston Luga AB
- Website
- https://gastonluga.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gaston Luga is a Swedish direct-to-consumer brand designing and selling waterproof backpacks, crossbody bags, weekenders, totes, and laptop bags through owned e-commerce stores in over ten markets across Europe, North America, and Asia-Pacific, serving urban commuters, eco-conscious professionals, and fashion-forward consumers.
- Ownership category
- akta.pro rank
Gaston Luga industry classification
Industry- Product category
- Bags and Travel Accessories
- NAICS
- Luggage and Leather Goods Retailers (45832), Luggage and Leather Goods Retailers (458320), Textile Bag and Canvas Mills (314910), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Backpacks & Travel Bags (CRAAAJAB)
- akta.pro secondary industries
- Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Sustainable Cosmetic Packaging (Refillable, PCR, Mono-material, Reusable) (IMALAJAM)
Keywords
Where Gaston Luga is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Gaston Luga business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer sales of waterproof bags and accessories through owned e-commerce website. One-time product purchases with no subscription component. Products include backpacks, crossbody bags, sling bags, weekenders, totes, laptop bags, and accessories. Revenue generated from product sales at price points ranging from $49 to $179 USD.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Crossbody and Mini bags ($49-$89) |
| Unit Pricing | Pay-as-you-go | Backpacks ($109-$179) |
| Unit Pricing | Pay-as-you-go | Specialty bags and accessories ($39-$99) |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Gaston Luga product offering
Product offeringCore offering
Gaston Luga designs, manufactures, and sells waterproof bags and accessories including backpacks, crossbody bags, weekenders, laptop bags, and bumbags. The product lineup is built around sustainable, vegan, and recycled materials such as rPET, recycled cotton, and water-based polyurethane coatings, with waterproof ratings ranging from 8,000mm to 20,000mm. Sales are conducted direct-to-consumer through the company's own e-commerce website with global shipping to Europe, North America, and Asia-Pacific.
Product overview
Gaston Luga is a Swedish bag brand offering a diverse portfolio of waterproof bags and accessories designed for urban outdoor use. The product lineup centers on the Spläsh series (Spläsh 2.0 Backpack, Spläsh Crossbody, Spläsh Rolltop Backpack, Spläsh Utility Backpack, Spläsh Bucket Crossbody, Spläshini, Spläsh Weekender Mini, Spläsh Moon Crossbody, Spläsh Messenger) complemented by the Däsh sub-brand (Däsh Weekender 2.0, Däsh Tech Organizer, Däsh Bucket Backpack, Däsh Backpack, Däsh Shopper, Däsh Verti Crossbody) and Lightweight series (Lightweight DuoSeal Messenger, Lightweight DuoSeal Backpack, Lightweight DuoSeal Flap Backpack, Lightweight Crossbody). Accessories include toiletry bags and bumbags. The company uses sustainable materials including recycled PET, is carbon-neutral since 2019, and all products are PETA-approved vegan with no animal-based materials.
Differentiator
Problem solved
Functional benefit
Brands
- Spläsh: Core backpack and bag product line featuring waterproof designs in various sizes (14 and 16 inch).
- Däsh
- Weave Collection
- Lightweight DuoSeal
- FEMME
- Rullen
Products and services
- Spläsh 2.0 Backpack Waterproof backpack available in 14-inch and 16-inch sizes with multiple color options including Weave variants, designed for urban and travel use.
- Spläsh Crossbody Crossbody bag in various sizes and colors, featuring adjustable straps and water-resistant properties, suitable for daily commuting and travel.
- Spläsh Rolltop Backpack (Rullen) Waterproof vegan backpack with rolltop design in 14-inch and 16-inch sizes, featuring cushioned breathable back support and 8,000mm waterproof rating.
- Spläsh Utility Backpack Functional backpack with eco-friendly waterproof material (8,000mm rating), featuring 2 outer pockets, 1 inner zippered pocket, and luggage strap.
- Lightweight DuoSeal Messenger Waterproof laptop messenger bag with 20,000mm waterproof rating, fits most 11-14 inch laptops, using water-based polyurethane coatings free from DMFa and PFC.
- Spläshini Compact waterproof crossbody bag inspired by clean architectural lines, featuring magnetic flap closure, inner zip pocket, and the GL signature passport pocket.
- Däsh Weekender 2.0 Weekender bag designed for short trips, featuring compact waterproof design.
- Däsh Tech Organizer Tech accessory organizer made from GRS-certified recycled polyester with 20,000mm waterproof rating, featuring multiple pockets and elastic straps.
- Spläsh Toiletry Bag Waterproof toiletry bag in multiple colors, designed for travel essentials organization.
- Däsh Bucket Backpack
Quantifiable outcome
- Carbon neutral operations maintained since 2019
- +1 more outcomes
Companies that use Gaston Luga
Customer profileSegments3 records
Ideal customer profiles3 records
Gaston Luga technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Gaston Luga partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Carbon Footprint LtdcorePartnership to offset CO2 emissions through carbon offset programs. Together with ESCONET, funding a program that plants indigenous trees in the Great Rift Valley in Kenya.
- Escarpment Environment Conservation Network (ESCONET)coreNon-profit partner receiving donations from Gaston Luga for reforestation efforts. Planted over 10,000 trees and offset 260 tons of CO2 as part of reforestation in Great Rift Valley, Kenya.
- amforicoreGlobal business association for open and sustainable trade. Gaston Luga has modeled their 11-point code of conduct standards on amfori's standards for ethical manufacturing.
- NK StageminorGaston Luga X NK Stage brand space collaboration featuring a pop-up experience crafted for modern travelers.
- NikonminorGL X Nikon collaboration including Spläsh Crossbody Nikon Collection and earlier GL X Nikon partnership for limited edition products.
- PärisminorGL X Päris Capsule Collection collaboration for limited edition product releases.
- Ricardo RodriguezminorGL X Ricardo Rodriguez collaboration including Spläsh 2.0 product partnership.
- Studio OyamaminorStudio Oyama collaboration with Gaston Luga for artistic brand projects.
- MolotowminorMolotow markers collaboration for artistic brand initiatives.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Gaston Luga competitors and assessment
Company assessmentDirect peers
- Rains: Danish waterproof bag and outerwear brand with global DTC e-commerce. Highly comparable to Gaston Luga in product category (waterproof bags), Scandinavian design DNA, vegan-leaning materials push, and DTC go-to-market.
- Peak Design: DTC-first premium bag and everyday-carry brand with proprietary materials (recycled nylon) and direct e-commerce. Comparable to Gaston Luga's Spläsh 2.0 and Lightweight DuoSeal lines in tech-friendly, sustainable, premium backpack positioning.
- Incase: Tech-laptop backpack and bag brand with strong focus on device protection. Comparable to Gaston Luga's laptop messenger, Rullen, and Lightweight DuoSeal laptop lines serving professionals and commuters.
- Sandqvist: Swedish bag and backpack brand with a Scandinavian design heritage and global DTC presence. Comparable to Gaston Luga in backpacks, totes, and travel bags sold directly to consumers with a sustainability-forward brand voice.
- Herschel Supply Co. Globally recognized backpack and travel bag brand with strong DTC and retail omnichannel. Comparable to Gaston Luga in core backpacks, weekenders, and crossbody bags targeted at urban commuters and lifestyle consumers.
- Bellroy: Australian slim bags, backpacks and accessories brand with global DTC operations and a strong sustainability and materials story. Comparable to Gaston Luga in everyday-carry backpacks, totes, and accessories sold DTC internationally.
- Cote&Ciel: Design-led DTC backpack and bag brand with strong fashion and architectural aesthetic. Comparable to Gaston Luga's minimal, design-forward positioning and urban commuter target customer.
Emerging players
- Stoney Clover Lane: Customizable and fashion-forward bag brand with collaboration and limited-edition playbook. Comparable to Gaston Luga in limited-edition collaborations, influencer-driven marketing, and design-led DTC positioning.
Broad incumbents
- Tumi: Premium global luggage, backpacks, and business bags brand with extensive retail distribution. Comparable in travel/laptop backpack categories, though targeting a higher price tier and broader enterprise and luxury consumer base.
- Fjällräven: Heritage Swedish outdoor brand with the iconic Kånken backpack and a broader outdoor apparel/catalog. Comparable in product category and Scandinavian heritage, but operates a much wider catalog and deeper retail/wholesale distribution.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Gaston Luga social profiles
Digital presenceGaston Luga compliance and trust
Trust signalCompliance4 records
Gaston Luga financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gaston Luga leadership team
Management profileNumber of profiles
Profiles2 records
Gaston Luga funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gaston Luga 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 Gaston Luga
What does Gaston Luga do?
Gaston Luga designs, manufactures, and sells waterproof bags and accessories including backpacks, crossbody bags, weekenders, laptop bags, and bumbags. The product lineup is built around sustainable, vegan, and recycled materials such as rPET, recycled cotton, and water-based polyurethane coatings, with waterproof ratings ranging from 8,000mm to 20,000mm. Sales are conducted direct-to-consumer through the company's own e-commerce website with global shipping to Europe, North America, and Asia-Pacific.
Is Gaston Luga a public or private company?
Gaston Luga is a private company. It is classified as corporate owned and is currently operating.
When was Gaston Luga founded?
Gaston Luga was founded in 2017. It employs 11 to 50 people.
Where is Gaston Luga based?
Gaston Luga is headquartered in Stockholm, Sweden, in the Europe region.
How does Gaston Luga make money?
One revenue line is on record: direct Product Sales.
Who are Gaston Luga's main competitors?
Direct peers on record are Rains, Peak Design, Incase, Sandqvist, Herschel Supply Co., Bellroy and Cote&Ciel. Stoney Clover Lane is listed as an emerging player. Broad incumbents are Tumi and Fjällräven.
Does Gaston Luga have an API?
No public API is recorded for Gaston Luga.
What industry is Gaston Luga in?
Gaston Luga's product category is Bags and Travel Accessories. Its primary akta.pro industry code is CRAAAJAB, Backpacks & Travel Bags, with a secondary code of CRAMAAAI, Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail. Its NAICS code is 45832 and its SIC code is 5600.