Beyond the backpack: Sprayground on reclaiming the "boring" travel sector

When New York-based travel fashion brand Sprayground launched in 2010_ the backpack the market was filled with back-to-school options and what founder and creative director David BenDavid called “boring and mundane”_ and with one single disruptive design_ the _Hello My Name Is_ backpack_ he evolved the travel accessories market from simple functional necessities into high-fashion statement and collectable pieces that were more reminiscent of mobile art galleries.

“I_ve always wanted to create from a different perspective_” David BenDavid told FashionUnited in an interview. “I had a light bulb idea to interpret something that was just utilitarian_ like a backpack_ and give it life and purpose_ and also make it unique_ where people would want to collect it.

“When I first started_ the only thing that was being collected was sneakers_ and the strategy of where I wanted to sell the brand was in sneaker boutiques_ because that was the only stores that had cool items. That_s what inspired me to make everything limited edition.”

Working alongside his brother_ Michael BenDavid_ who is president of global sales and marketing and drives the brand_s wholesale_ BenDavid_ who studied graphic design at the School of Visual Arts in New York_ has created a global streetwear brand built around “wearable art_” utilising bold designs_ sharp visual storytelling_ as well as disrupting the industry with his limited-edition strategy. Every bag is produced as a limited-edition item and never reproduced once sold out to ensure exclusivity.

“We might go wide with our collections_ like 450 styles_ but each one is limited-edition and will never be produced again_” explains BenDavid. “There_s a label on the inside [of the backpack]_ and that's what makes it unique_ and people have been collecting them_ reselling_ keeping as hang up as art_ and even trading the bags.

“Even if something might sell well_ that_s it_ one and done. Big popular retailers have asked_ and I_m like_ nope_ sorry. Yes_ it_s enticing_ but we got to listen to the ethos of the brand_ and that's why I created that demand_ that sizzle.”

Sprayground has built a backpack empire driven by collectability

In addition to producing each bag style in limited quantities_ Sprayground has also made a feature out of its signature _money tag_ attached to every backpack_ which has become a collectable in its own right. Designed to look like a banknote_ Sprayground states they are a symbol of the brand_s identity and “meant for fun_” and not redeemable_ as a popular internet rumour suggested. They also provide authenticity_ as each one features a unique batch serial code to verify the series or drop the bag belongs to.

BenDavid added: “For years_ I_ve been making this money tag_ like our own currency_ and each year I create a new currency bill. Normally_ they_ve been gold_ but I decided to change it up and make it red_ and all of a sudden_ at schools_ people were going crazy over it.

“They were taking it_ trading it_ and stealing it from each other. I had to go on social media and tell people to stop taking each other_s tags – it was crazy. I even saw people selling just the tag for more than the bag.”

Driven by the collectability of its styles_ Sprayground has experienced consistent double-digit growth year-over-year since its inception 15 years ago_ adds the brand. It has also stood out in StockX_s recent Current Culture Index as the only accessories brand to appear in both the top five bestselling and top five fastest-growing lists and ranking third in total trades and first in growth_ with sales surging 287 percent year-over year.

Sprayground_s success is also driven by the brand_s ability to tap into art_ streetwear_ music and pop culture in a natural and fun way_ with its bold designs ranging from teddy bear backpacks to its iconic shark mouth motif and its collaborations with the likes of Disney_ Marvel_ Star Wars_ the NBA_ Formula 1_ Porsche_ and Lamborghini_ all designed as a revolution in self-expression. In a world of bland backpacks_ Sprayground has introduced memorable and statement designs_ which are not only seen being carried through airports but also on the front row at fashion weeks.

Style may draw draw attention_ but the brand also ensures that each backpack is engineered with movement in mind_ as high-performance hybrid between urban streetwear and functional gear_ utilising high-quality fabrics_ weatherproofing treatments_ and ergonomic padding for comfort and support_ as well as travel-specific features like velour-lined compartments for laptops and sunglasses_ and even hidden "stash" pockets and zippered mesh pockets for storage.

Sprayground is expanding beyond the backpack

While the backpack remains the brand_s core business_ Sprayground is also focused on categories such as luggage_ travel accessories_ outerwear_ and footwear_ with the brand recently launching its first-ever snow boots as part of a major expansion into winter footwear and has plans to add sunglasses and watches this year.

The _Sky High_ sneakers featured Sprayground_s signature shark mouth detailing and made their debut as part of the brand_s arctic-inspired collection designed for adventure_ which included geometric-patterned backpacks_ totes_ and ski goggles.

BenDavid said: “Footwear is a growing category for the brand_ and you can expect additional silhouettes_ seasonal releases_ and potential collaborations in the future. Sprayground approaches footwear with the same mindset as its bags - limited_ design-driven_ and culturally relevant.

“We are exploring opportunities across apparel_ lifestyle accessories_ and performance-driven gear_ always with the goal of expanding the brand universe without diluting its identity. A couple of new products that we plan to add to our portfolio this year include sunglasses and watches.”

One of the key criteria in adding future categories is that the pieces still feel “expressive_ playful_ and unmistakably Sprayground_” added the creative director.

Sprayground_s global ambitions – driving wholesale growth

Looking ahead_ Sprayground is keen to transition the narrative from a growing backpack brand into a global fashion and lifestyle powerhouse. Currently_ the brand has a presence in more than 90 countries_ with 105 mono-branded retail stores in China_ and its focus has been targeting growth through wholesale and its own e-commerce to scale its brand globally_ while still keeping its niche approach to stock and bold design.

BenDavid: “I_m good at creating_ but my brother is amazing at placing the bag strategically in stores_ so everyone has something different_ and there is no overlap_ even in the same mall.

“We are highly selective with wholesale partners. The focus is less on size and more on cultural alignment_ brand storytelling_ and community connection. Whether it_s a luxury department store or an independent boutique_ partners must understand Sprayground_s DNA and be able to present the product in a way that feels authentic and elevated.”

This has led to a varied stockist list in the UK_ from luxury department stores_ such as Harrods and Harvey Nichols_ to independents_ like Childsplay_ The Showroom_ 4feet_ Standout_ Vault Menswear_ J H Masdings_ RP Fashion and Karageorge.

But there is also a flagship store in Sprayground_s future_ with BenDavid stating he has been looking for years_ but hasn_t found the right location_ as he wants the retail space to “be more of an experience”.

“I think first I would like to start in New York_ as the birthplace of Sprayground_ and then spread out to Japan_ London_ and Miami.”

Sprayground to establish a physical presence in the UK

Following its debut at London Fashion Week in September_ where the brand showcased 47 unique couture looks inspired by its signature backpacks_ the UK has become an important market for Sprayground_ and the privately-owned American brand is looking to establish a physical presence in the UK to drive global growth and act as a “gateway” to Europe as part of its long-term expansion plans.

The brand is currently looking for local offices and warehousing in the region_ which it states will improve “speed to market_” as well as allow the brand to connect directly with its community_ showcase immersive brand experiences_ and launch exclusive drops and collaborations.

BenDavid adds: “The UK is one of Sprayground_s most important international markets due to its strong streetwear culture_ fashion influence_ and global tastemaker status. London in particular plays a key role in shaping trends that travel internationally_ and UK consumers deeply connect with Sprayground_s bold design language_ limited drops_ and crossover between fashion_ music_ and sport.

“The UK also acts as a gateway to broader European growth_ making it a strategic priority for long-term expansion. As the brand continues to scale internationally_ establishing a physical presence in the UK allows Sprayground to better service wholesale partners_ streamline logistics_ and support faster growth across Europe.”

As well as growing its brand in the UK_ Sprayground is actively expanding across the Middle East_ Europe_ Central and South America and parts of Asia.

“The Middle East in particular has become a key growth region_ with strong consumer appetite for statement accessories_ limited editions_ and experiential brand moments_” explains BenDavid.

As part of its expansion plans in the Middle East_ the brand unveiled an 11-metre gold helicopter installation and a six-metre Sprayground pop-up shop at SkyView_ at the Dubai Airshow_s exclusive public festival.

“The gold helicopter installation was a bold expression of Sprayground_s philosophy: dream big_ disrupt expectations_ and create unforgettable moments_” explains BenDavid. “It symbolised movement_ ambition_ and luxury through a Sprayground lens and was met with strong engagement_ social buzz_ and media attention_ reinforcing the brand_s presence in the region_ but also with global recognition.”

When asked why he feels Sprayground has been successful for the last 15 years_ BenDavid said it comes down to the “tenacity to always create something different and fresh all the time_ and not look at trends_ not follow what everyone's doing_ just create your own path”.