Why Are Jordy Smith, Sage Erickson, and More Investing in this Luggage Company? - Stab Mag

Playing (Mostly) Exclusively On Stab Premium: Facing Monsters, Featuring Kerby & Cortney Brown

Jordy Smith, all hooked up with Db board bags.

Why Are Jordy Smith, Sage Erickson, and More Investing in this Luggage Company?

“This is the best board bag I’ve ever seen.”

hardware // Feb 16, 2021
Words by Taylor Paul
Reading Time: 4 minutes

When Covid hit, I started writing copy for a Norwegian bag and luggage company called Db. I’d never heard of it, but an old coworker had become their CMO and brought me on to peck the keyboard on their behalf.

“Oh, and we’re going to make surf bags, too,” he said. 

“Sure,” I thought, and got back to writing transactional emails. 

Part of my welcome package was getting “one of everything” so I could know about the products I was writing about. So one day several boxes of backpacks, rollers, duffels, camera inserts and snowboard bags showed up on my doorstep. 

Sage Erickson, unveiling The Bunker from Db.

I’m not a product guy. As a consumer I don’t geek out on brands or pay attention to what makes a product great. I just want my stuff to work and be invisible. But since I was getting paid to pay attention, I dug into it all and learned that it was all objectively good. High quality materials with a few unique features — pockets in the right places, ribs that allowed bags to maintain their shape, the ability to adjust the length and compress the ski / snowboard bag. Stuff like that.

Over time, I heard more and more about the surfboard bags. Then I started hearing familiar names. Jordy Smith…Sage Erickson…Noah Wegrich…Kepa Acero…Nikki Van Dijk…Othmane Choufani…Cooper Chapman…Noah Lane and so on.

“Huh,” I thought, “maybe they actually are getting into surf.” 

Then another box arrived at my doorstep — two prototypes of The Bunker and The Shelter, the board bags they just announced today. 

The Bunker was a proper coffin that fit up to four boards and was built with their Rib Cage Tech and folded up small so they were easy to store (my gf loved this part).

Noah Wegrich with The Shelter. See how the back folds to fit whatever board you’ve got inside (from 5’3″ to 6’4″?

Here’s what I was most psyched on
The Pack Bags — these are shaped to fit around the noses and tails of your boards, so instead of wrapping towels and boardshorts around them and hoping they don’t wriggle free, you can pack anything soft in the pack bags and protect your vulnerable points while saving room in your suitcase.  

The Hook-Up System — This is part of Db’s “brand DNA”, in that almost all of their luggage attaches to their other luggage. So, as you can see in the below shot of Sage Erickson, you can attach the hooks on the nose of the board bag to your roller bag and schlep it all with one hand. You could also attach a backpack to the board bag for an additional piggyback ride. This only works if you have other Db bags.

Sage Erickson utilizing Db’s Hook-Up System.

The Shelter is a single board bag that fits boards from 5’3″ – 6’4″ because of it’s Length Adjustment System, which does exactly what it sounds like via Db’s hooks and daisy chains.

I’m aware that there’s a tendency for all of us to drink our employer’s Kool-Aid, so I tempered my excitement around the bags, and waited for third-party validation. I left them visible in my garage and watched friends walk by them en route to a backyard hang. 

One such visitor was Stab’s own Ashton Goggans — a man whose board bag might as well be his permanent address — who immediately grabbed The Bunker and started giving it a physical. 

“This is the best board bag I’ve ever seen,” he said. “This is literally game-changing.” 

He was most excited about the Hook Up System and the ability to fold it up when not in use. 

“Genius,” he said.

Both bags are compressible for easy storage.

At least three other friends echoed these sentiments, which made me feel confident that the Kool-Aid wasn’t spiked. And anyway, Jordy drank it.

Speaking of Jordy. You might be wondering, “How did they get A-listers to become ambassadors for a company that’s unproven in surf?” It’s a fair question, but really, they didn’t. They got them to become investors.

I have no visibility on these deals, but here’s why I think they rolled the dice with Db

Db’s done it before — Not in surf. But their compressible, length adjusting ski/snowboard bag was revolutionary and won all kinds of awards, etc. So they know how to make really good products for niche communities. 

The rebrand — This company used to be called Douchebags. For real. It was a cheeky little English-as-a-second language joke that accidentally turned into a legit company. Why not put your money into a brand that has amazing products and track record, but has been handicapped with a name that 98 percent of the English speaking market wouldn’t rock? They’re betting on a sprinter that just took the parachute off. 

The team — I don’t know if all Scandi companies are like this but the efficiency and hustle and overall pleasantness this team exudes is pretty ridiculous. And they’ve really worked with these ambassa-vestors to make the products legit. Collaboration from day-dot was key, in my opinion. 

So they’ve got the products. They’ve got the track record. They’ve got the team (rumor around the water cooler is that they’re about to add another wolf to the pack — a free-surfing Aussie goofyfooter annnnnd I’ve said too much.) Now they just need the world to open back up. 


Comments are a Stab Premium feature. Gotta join to talk shop.

Already a member? Sign In

Want to join? Sign Up


Most Recent

‘Desensitised’ Chronicles Kipp Caddy’s Journey To The ‘Wave Of A Lifetime’ In Mind Melting 8K 

“I think crew get a bit too beaten up on the whole tow vs paddle…

Jul 24, 2024

Long Read: How Surfing The World’s Most Dangerous Slabs Saved Kerby Brown’s Life

"There is big wave surfing, and then there is what Kerby does." - Kai Lenny

Jul 24, 2024

Who Nathan Florence Is Betting On For Olympic Gold

Become a better better with our 2023 SSOTY.

Jul 23, 2024

Kai McKenzie Attacked By Shark In Port Macquarie

The young freesurfer sustained a life-threatening injury to his right leg.

Jul 23, 2024

Op-ed: PSA From The Photog World — Know Your Fucking Limits

Nate Lawrence, Chris Bryan, Dom Mosqueira, Morgan Maassen and more chime in on the recent…

Jul 22, 2024

Unlocked: Oxbow’s Children Of Teahupo’o

10,000 miles from Paris, here's a portrait of surfing's 'Olympic Village.'

Jul 22, 2024

Dimitri Poulos Is Reinvigorated After Losing His Taurine-Caffeine Sponsor

Now the 21-year-old ‘comp guy’ from Ventura threatens a Dane-esque pivot to freesurfing.

Jul 22, 2024

Empty Set: When Is It Ok To Bail Your Board?

The Florences and Mark Healey dissect the razor-thin line between cowardice and common sense

Jul 21, 2024

A (Non) Objective Look At The Best Backside Barrel Riders In History

Who has the best pigdog in the pen?

Jul 21, 2024

The Stab Interview With Jordy Smith

"If I won a gold medal, yeah, I'd probably kick out. I'd have one up…

Jul 19, 2024

How Does A Board Brand Licensing Model Work?

The Lost Stub 3.0 Joyride.

Jul 18, 2024

Challenger Series Losers Win Consolation Prizes At Namibian Desert Casino

"Some crew were saying it was a 3/10, but for me, it was 10/10. The…

Jul 18, 2024

How Teahupo’o Slungshot A Surf-Mat Toting Photographer Into An Induced Coma

Byron Mcloughlin tells the tale of his secondary drowning.

Jul 18, 2024

On Making A Living As A Gen-Z Surf Photographer And Surviving Hyper-Rare Cancer

This 21-year-old protégé of Ryan Miller and Morgan Maassen is back and #opentowork.

Jul 17, 2024

In This Instalment Of MTV Cribs… Ethan Ewing

A character-revealing profile on the Olympian and World #5 + a complimentary Fiji preview

Jul 17, 2024

Jake Marshall Made It To 4th In The World And His Best Friend Is To Blame

From combatants, to housemates, to secretive CT surfer/shaper.

Jul 16, 2024

2024’s Electric Acid Surfboard Test Star Is…

Massively overqualified. 

Jul 16, 2024

Kelly Slater, Sierra Kerr + Erin Brooks Awarded Role Of Cats In Penultimate CT Pigeon Parade

A deadly lineup of wildcards just got invited to Fiji, the last event to determine…

Jul 16, 2024