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What Pack
What Pack
What Pack
What Pack
What Pack
What Pack
What Pack
What Pack
What Pack
What Pack
What Pack
What Pack
What Pack
What Pack
2026

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What Pack

Backpack

The What Brand

The What Pack redefines the modern backpack through a modular system that adapts to every lifestyle. Built around interchangeable Pack Faces, swappable Shoulder Straps, and open-source 3D-printed components and accessories, it empowers users to curate their own look, comfort, and function. Guided by The What Brand’s design ethos — Simple, Sexy, Smart — the What Pack blends sleek urban aesthetics with sustainable innovation, offering a single, versatile platform that evolves with the user, seamlessly bridging fashion, technology, and personalisation.

Client / Manufacturer
The What Brand

The What Brand

Singapore, SG
Design

Seventy One Studios Pte Ltd

Singapore, SGEdwin Tay, Christopher Ong, Ivy Huang
Date of Launch
unknown
Target Regions
Asia, Australia / Oceania, Europe, North America, South America
Target Groups
Consumers / Users

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