We are in the age of change where change is the only constant – even more so in the fashion industry. Sticking to a particular look is no longer enough or satisfying, which is why we’ve built What Pack – a unique backpack that is simple yet sophisticated, a backpack that feels so familiar yet refreshing.

“Pack Face – an interchangeable facade.”

The concept is simple. We knew this had to be a backpack that befits different occasions, so we’ve created something called Pack Face – an interchangeable facade. Changing the Pack Faces is as simple as zipping up a jacket – the only difference is that What Pack has two overlapping zippers. The purpose of the overlapping zippers is to prevent unwanted items from going in and your items from dropping out. Swapping between the purpose-built Pack Faces allows you to always have the right backpack for the occasion – all while owning just one backpack.

“Different faces for different occasions.”

Each of our carefully designed Pack Faces embodies different styles as well as different features. Our flagship collection – the Monochrome Series comprises four elegant Pack Faces:
– Casual Face
— Great for daily commute. Contemporary, clean but tasteful.
– Work Face
— Sleek, organised and goes well with your business outfit.
– Outdoor Face
— Dedicated “air zone” for sports items, add on the extension strap for external baggage.
– Travel Face
— Provides the backpack with an additional 3L of volume, ideal for short trips.

“Personalisation doesn’t stop there.”

What Pack offers two sets of interchangeable Shoulder Straps. Depending on your style or your activity for the day, you can choose between:
– Chic Shoulder Strap
— Clean and sleek.
– Utility Shoulder Strap
— Functional and robust with molle-compliant attachment points.

In addition, the walls inside the main compartment are lined with a smooth fleece material where you can attach Velcro accessories for further personalisation.

“Optimal capacity for the urban lifestyle.”

What Pack has a 14-litre capacity – expandable to 17 litres when paired with the Travel Face. The main compartment consists of a neoprene laptop slot that can fit up to a 16″ MacBook Pro, one document slot that holds A4 papers, one zip pocket that is able to fit an A5 notebook, and two elastic mesh pockets for smaller items such as a mouse, power bank, wet wipes or hand sanitiser. There are also six loops (three on each side) that run along the sides of the back panel. These loops work with the extension straps to secure loose items when needed.

“Download the app.”

What ID
We wanted What Pack to be the perfect carry, so other than making it simple and sexy, we would also like it to be smart. What ID is a passive serialised NFC identification chip that comes with all original What Pack. Using an NFC-enabled smartphone, you will be able to check product authenticity, retrieve product information, updates, as well as care instructions. More features will be introduced later.

“Exclusively on Kickstarter.”

Currently, What Pack is only available on Kickstarter – a crowdfunding platform. A complete package consists of a Base Pack, all four Monochrome Series Pack Faces and a Standard Kit inclusive of eight items (listed under Product Fact Sheet). Early adopters can look forward to getting What Pack at an early bird price of S$280; after which What Pack will be retailing at S$359 (22% savings). There is also a no-reward pledge option at S$15. Any support or contributions to the Kickstarter campaign will help us realise our dream of building a brand and bringing this product into the market.

Company Background

“Designed in Singapore.”

We are a small team of three from a city-state called Singapore, brought together with the same passion of bringing interesting ideas to life. With diverse backgrounds in design and technology, we aim to weave a new category of smart fashion – a stitch at a time.

The idea for What Pack originated in November 2017 and took almost three years for it to come to fruition. The journey so far is nothing short of amazing. From solo to trio; from sketching on the bedroom floor to visiting a supplier factory in China; from having a supplier pull out at the last minute to getting cheated by another supplier. We have met with many challenges along the way but we managed to overcome them one by one and finally, we are here today.

Product Fact Sheet

Dimension: 43cm (length) x 28cm (width) x 12-16*cm (depth)
Volume: 14-17*L
Weight: 1.3kg
Materials: 900D Polyester PU, X-Pac VX21, fleece interior, SBS zippers, custom-made water-resistant SBS zipper, Duraflex hardware
*When using the Travel Face

Key Features:
– Interchangeable Pack Faces
– Interchangeable Shoulder Straps
– No dangling straps
– Clamshell opening
– Hidden bottom pocket
– Top pocket for small items
– Handles on top, sides and bottom
– Convertible quick-access pocket / luggage sleeve
– Self-standing
– Serialised NFC identification chip (What ID)

Standard Kit:
– A pair of Chic Shoulder Strap
– A pair of Utility Shoulder Strap
– 1 x Padding Pouch
– 1 x Multi-purpose Strap
– 2 x Extension Straps
– 2 x Velcro Pads

Contact Information

Media Kit: bit.ly/whatpack-mediakit
Email: contact.us@what.com.sg
Website: www.what.com.sg
Facebook: www.facebook.com/thewhatbrandsg
Instagram: www.instagram.com/TheWhatBrandSG
Twitter: twitter.com/TheWhatBrandSG