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JOEY – The everyday backpack that gives your body a break.

We took technology from travel gear and brought it to your everyday life. JOEY is super ergonomic and perfectly tailored to your body.

Suggested by bellalune

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Original MSRP: $295
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Conventional everyday backpacks are uncomfortable. The main reason for this is that they direct the weight away from your body. JOEY is different!

A full contact, super ergonomic back suspension system directs the weight towards your hips and lays JOEY right against your back.

A contoured hip pad absorbs the weight and reduces horizontal movements when walking or running. Load lifter straps and stowable hip and strenum straps provide maximum comfort. Multi-directional air flow tunnels provide pleasant ventilation and keep your back dry at all times.


The sternum strap with a Nifco® buckle and a Duraflex® slider is stowable to prevent it from dangling when not used. That's right, enough is enough: no more dangling straps!

The hip strap can also be stowed (correct, NO MORE dangling straps!) and features a Fidlock® SNAP fastener, which combines the convenience of a magnetic fastener with the stability of a mechanical snap fastener.


JOEY has a pair of easy to use side pockets. Actually, they feel like additional pants pockets because they are so accessible. You can take out your smart phone, wallet, or keys, on the go, and stow them safely to have the hands free again.

There is also one-handed access to full length side mesh pockets that can carry larger things such as a water bottle.


Don't worry about your valuables, they are safe! By teaming up with Fidlock®, a German fastener manufacturer, JOEY is the pick-pockets’ new nightmare. Strong magnets makes the Fidlock® fastener easy to close but the secure snap functionality ensures a continuously high locking force. You have to feel it to believe it!

Another cool thing? Your passport has its own hidden pocket facing towards your back, which can be accessed without taking off JOEY – perfect while traveling.


We get it: you carry around a lot, from laptops to water bottles and you really stuff your backpack. What if you need additional space? Check this out!

There is lots of space. In fact, there is additional capacity of 15 liters so you are prepared for the unexpected. JOEY expands in a very unique way but always retains its balance. And its style.


JOEY is made to carry your life and offers ample pockets for organizing the small things in the most intuitive locations. Things you frequently take out throughout the day like your charger or sunglasses can be packed conveniently in the big pocket in the top lid.

By gently pulling down the top lid, the Fidlock® SNAP unfastens and you will first find a large, integrated laptop compartment.

When opening the YKK® zippers, you access the interior offering countless ways to stow things like your power-bank, notebook, or pens.

With the super lightweight, stowable rain cover you are good to go in all wheathers. If it is not raining, it fits nicely into a separate pocket located outside at the bottom.


JOEY stands for uncompromising quality and visionary design. While designing this masterpiece, we placed great importance on durability and only used water-repellent fabrics as well as multi-award winning components from Fidlock®, YKK®, Nifco®, and Duraflex®. JOEY is a true premium everyday backpack. Let us convince you why:

  • Weight: 1.2 kg (2.65 lbs)
  • Volume: 25-40 l (1525.59-2440.95 cu in)
  • Load capacity: up to 15kg (33.07 lbs)
  • Dimensions: 51 H x 33 W x 20 D cm (20" H x 13" W x 7.75" D)
  • Size: one size fits all, i.e. for heights 160-190 cm (5'3"-6'3")
  • Color: black (The availability of red and blue follows the stretch goals, explained below)
  • Top-loading opening with anti pick-pocket fastener (Fastener: Fidlock®)
  • Separate laptop compartment (Capacity: 40 H x 27 W x 4 D cm (16" H x 10.75" W x 1.5" D), i.e. up to a 15 inch Macbook Pro, 2009 and later models)
  • Side zipper access (Zippers: YKK®)
  • One-handed access to side pockets to stow your smart phone, wallet, or keys.
  • One-handed access to full length side mesh pockets that can carry larger things such as a water bottle. (Fabric: Power mesh)
  • Internal organizer panel (Fabric: Nylon lining) 
  • Hidden passport pocket (Zippers: YKK®)
  • Extendable top lid for additional capacity
  • Durable shell (Fabric: TPU-coated, water-repellent nylon)
  • Lightweight, three-dimensional suspension system (Material: flexible, stainless steel)
  • Anatomically shaped, odor-inhibiting, one-piece shoulder straps (Fabric outside: 75% polyester and 25% spandex blend / Fabric inside: high-density EVA foam)
  • Load lifter straps
  • Stowable hip and sternum straps (Hip strap: Fidlock® / Sternum strap: Nifco® and Duraflex®)
  • Contoured, odor-inhibiting, one-piece hip pad (Fabric outside: 75% polyester and 25% spandex blend / Fabric inside: High-density EVA foam)
  • Multi-directional air flow tunnels
  • Stowable rain cover


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