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The Five Backpacks That Defined Back-to-School in 2026

The minimalist backpack of the 2010s is gone. Backpacks are now more expressive, or a canvas for personalizing through accessories like plushies and charms.

The Scout teamSeptember 1, 20265 min read

In the 2010s, one of the coolest backpacks you could carry was a backpack that barely seemed to be trying. It was probably Herschel, maybe Fjällräven, maybe something similarly rectangular in navy or burgundy with a small leather patch on the front. The bag was practical, but it also fit neatly into the broader style of the decade: clean, understated, recognizable if you knew the brand, and not especially interested in drawing attention to itself.

That version of cool has faded.

The backpacks with the most energy around them now are much more specific. Some are loud enough to be recognized from across a school hallway. Some come from brands that kids already wear on hoodies, leggings, and belt bags. Some are covered in characters from the movie everyone has been watching all summer. Others start relatively plain and end up buried under charms, plush toys, and keychains.

Backpacks have gotten more expressive again. These are the five that best explain what changed, and what the search data says about each.

1. Sprayground

Search demand for Sprayground
Move across the chart to read the numbers
10050202220242026
Show the numbers
Week endingIndex
Aug 29, 20215
Sep 5, 20215
Sep 12, 20214
Sep 19, 20213
Sep 26, 20213
Oct 3, 20212
Oct 10, 20212
Oct 17, 20212
Oct 24, 20212
Oct 31, 20212
Nov 7, 20212
Nov 14, 20213
Nov 21, 20213
Nov 28, 20213
Dec 5, 20213
Dec 12, 20213
Dec 19, 20213
Dec 26, 20212
Jan 2, 20222
Jan 9, 20222
Jan 16, 20222
Jan 23, 20222
Jan 30, 20222
Feb 6, 20222
Feb 13, 20222
Feb 20, 20222
Feb 27, 20222
Mar 6, 20222
Mar 13, 20222
Mar 20, 20222
Mar 27, 20222
Apr 3, 20222
Apr 10, 20222
Apr 17, 20222
Apr 24, 20222
May 1, 20222
May 8, 20222
May 15, 20222
May 22, 20222
May 29, 20222
Jun 5, 20222
Jun 12, 20222
Jun 19, 20223
Jun 26, 20223
Jul 3, 20224
Jul 10, 20226
Jul 17, 20228
Jul 24, 202210
Jul 31, 202211
Aug 7, 202213
Aug 14, 202211
Aug 21, 20228
Aug 28, 20228
Sep 4, 20226
Sep 11, 20224
Sep 18, 20223
Sep 25, 20223
Oct 2, 20223
Oct 9, 20223
Oct 16, 20223
Oct 23, 20222
Oct 30, 20222
Nov 6, 20223
Nov 13, 20224
Nov 20, 20223
Nov 27, 20223
Dec 4, 20223
Dec 11, 20224
Dec 18, 20224
Dec 25, 20223
Jan 1, 20232
Jan 8, 20233
Jan 15, 20232
Jan 22, 20232
Jan 29, 20232
Feb 5, 20232
Feb 12, 20232
Feb 19, 20232
Feb 26, 20232
Mar 5, 20233
Mar 12, 20232
Mar 19, 20232
Mar 26, 20232
Apr 2, 20233
Apr 9, 20232
Apr 16, 20232
Apr 23, 20232
Apr 30, 20234
May 7, 20234
May 14, 20232
May 21, 20233
May 28, 20233
Jun 4, 20233
Jun 11, 20234
Jun 18, 20234
Jun 25, 20235
Jul 2, 20237
Jul 9, 202310
Jul 16, 202314
Jul 23, 202315
Jul 30, 202320
Aug 6, 202323
Aug 13, 202317
Aug 20, 202312
Aug 27, 202310
Sep 3, 20238
Sep 10, 20236
Sep 17, 20236
Sep 24, 20235
Oct 1, 20234
Oct 8, 20234
Oct 15, 20234
Oct 22, 20234
Oct 29, 20234
Nov 5, 20234
Nov 12, 20235
Nov 19, 20234
Nov 26, 20234
Dec 3, 20235
Dec 10, 20235
Dec 17, 20235
Dec 24, 20234
Dec 31, 20233
Jan 7, 20243
Jan 14, 20243
Jan 21, 20243
Jan 28, 20243
Feb 4, 20243
Feb 11, 20243
Feb 18, 20243
Feb 25, 20244
Mar 3, 20243
Mar 10, 20243
Mar 17, 20243
Mar 24, 20243
Mar 31, 20243
Apr 7, 20243
Apr 14, 20243
Apr 21, 20243
Apr 28, 20243
May 5, 20243
May 12, 20244
May 19, 20244
May 26, 20245
Jun 2, 20245
Jun 9, 20247
Jun 16, 20248
Jun 23, 202411
Jun 30, 202418
Jul 7, 202427
Jul 14, 202433
Jul 21, 202444
Jul 28, 202455
Aug 4, 202448
Aug 11, 202442
Aug 18, 202432
Aug 25, 202424
Sep 1, 202415
Sep 8, 202410
Sep 15, 202411
Sep 22, 202411
Sep 29, 20248
Oct 6, 20248
Oct 13, 20246
Oct 20, 20247
Oct 27, 20246
Nov 3, 20246
Nov 10, 20247
Nov 17, 20247
Nov 24, 20248
Dec 1, 20248
Dec 8, 202412
Dec 15, 202410
Dec 22, 20249
Dec 29, 20245
Jan 5, 20255
Jan 12, 20255
Jan 19, 20254
Jan 26, 20255
Feb 2, 20256
Feb 9, 20255
Feb 16, 20255
Feb 23, 20256
Mar 2, 20256
Mar 9, 20256
Mar 16, 20256
Mar 23, 20255
Mar 30, 20256
Apr 6, 20256
Apr 13, 20256
Apr 20, 20255
Apr 27, 20256
May 4, 20256
May 11, 20256
May 18, 20257
May 25, 20258
Jun 1, 20259
Jun 8, 202520
Jun 15, 202520
Jun 22, 202519
Jun 29, 202526
Jul 6, 202539
Jul 13, 202567
Jul 20, 202578
Jul 27, 2025100
Aug 3, 202582
Aug 10, 202561
Aug 17, 202534
Aug 24, 202526
Aug 31, 202517
Sep 7, 202511
Sep 14, 20259
Sep 21, 20259
Sep 28, 20258
Oct 5, 20257
Oct 12, 20257
Oct 19, 20257
Oct 26, 20256
Nov 2, 20258
Nov 9, 20257
Nov 16, 20259
Nov 23, 20257
Nov 30, 20258
Dec 7, 20259
Dec 14, 202510
Dec 21, 20259
Dec 28, 20256
Jan 4, 20267
Jan 11, 20266
Jan 18, 20265
Jan 25, 20265
Feb 1, 20265
Feb 8, 20265
Feb 15, 20264
Feb 22, 20265
Mar 1, 20265
Mar 8, 20265
Mar 15, 20265
Mar 22, 20266
Mar 29, 20269
Apr 5, 202610
Apr 12, 202611
Apr 19, 20269
Apr 26, 20268
May 3, 20268
May 10, 20269
May 17, 20269
May 24, 202610
May 31, 202611
Jun 7, 202615
Jun 14, 202619
Jun 21, 202621
Jun 28, 202630
Jul 5, 202643
Jul 12, 202651
Jul 19, 202661
Jul 26, 202667
Aug 2, 202664
Aug 9, 202652
Aug 16, 202637
Aug 23, 202625

Keyword: "sprayground backpack". 261 weeks of US search interest, indexed to this brand's own five-year peak — comparable with itself over time, not with the other brands. August peaks by year: 2021 5, 2022 13, 2023 23, 2024 55, 2025 100, 2026 67.

Sprayground is probably the clearest example of how far backpack culture has moved away from the minimalist look that dominated much of the 2010s.

Its most recognizable bags pull from streetwear, sneaker culture, cartoons, gaming, and maximalist graphics. There are shark teeth, flames, checkerboards, money graphics, camouflage, licensed characters, and designs that are almost impossible to confuse with another brand.

That recognizability is part of the appeal. A Sprayground bag is not something you have to inspect closely to identify. You can spot one halfway down a school hallway.

The company also releases a huge number of styles, which gives kids a way to participate in the trend without necessarily carrying the exact same bag as everyone else. Two students can both own Sprayground backpacks and still feel like they picked different ones.

That makes the brand behave more like sneakers than traditional school supplies. Designs rotate. Collaborations matter. Some versions are more coveted than others. Kids notice which one you have.

Herschel was designed to blend comfortably into an outfit. Sprayground can be the first thing you notice about one.

The search data adds a wrinkle the hallway does not show. Sprayground is by far the biggest of these five by raw volume, but its own back-to-school peak fell roughly a third from 2025 to 2026. It is the most-searched bag on this list and the fastest-cooling one at the same time.

2. Simple Modern Ellis

Search demand for Simple Modern
Move across the chart to read the numbers
10050202220242026
Show the numbers
Week endingIndex
Aug 29, 20210
Sep 5, 20210
Sep 12, 20210
Sep 19, 20210
Sep 26, 20210
Oct 3, 20210
Oct 10, 20210
Oct 17, 20210
Oct 24, 20210
Oct 31, 20210
Nov 7, 20210
Nov 14, 20210
Nov 21, 20210
Nov 28, 20210
Dec 5, 20210
Dec 12, 20210
Dec 19, 20210
Dec 26, 20210
Jan 2, 20220
Jan 9, 20220
Jan 16, 20220
Jan 23, 20220
Jan 30, 20220
Feb 6, 20220
Feb 13, 20220
Feb 20, 20220
Feb 27, 20220
Mar 6, 20220
Mar 13, 20220
Mar 20, 20220
Mar 27, 20220
Apr 3, 20220
Apr 10, 20220
Apr 17, 20220
Apr 24, 20220
May 1, 20220
May 8, 20220
May 15, 20220
May 22, 20220
May 29, 20220
Jun 5, 20220
Jun 12, 20220
Jun 19, 20220
Jun 26, 20220
Jul 3, 20226
Jul 10, 20226
Jul 17, 20227
Jul 24, 202213
Jul 31, 20228
Aug 7, 202211
Aug 14, 20227
Aug 21, 20225
Aug 28, 20224
Sep 4, 20220
Sep 11, 20220
Sep 18, 20220
Sep 25, 20220
Oct 2, 20220
Oct 9, 20220
Oct 16, 20220
Oct 23, 20220
Oct 30, 20220
Nov 6, 20220
Nov 13, 20220
Nov 20, 20220
Nov 27, 20220
Dec 4, 20220
Dec 11, 20220
Dec 18, 20220
Dec 25, 20220
Jan 1, 20230
Jan 8, 20230
Jan 15, 20230
Jan 22, 20230
Jan 29, 20230
Feb 5, 20230
Feb 12, 20230
Feb 19, 20230
Feb 26, 20230
Mar 5, 20230
Mar 12, 20230
Mar 19, 20230
Mar 26, 20230
Apr 2, 20230
Apr 9, 20230
Apr 16, 20230
Apr 23, 20230
Apr 30, 20230
May 7, 20230
May 14, 20230
May 21, 20230
May 28, 20236
Jun 4, 20230
Jun 11, 20234
Jun 18, 20237
Jun 25, 20238
Jul 2, 202317
Jul 9, 202327
Jul 16, 202323
Jul 23, 202326
Jul 30, 202329
Aug 6, 202323
Aug 13, 202314
Aug 20, 20238
Aug 27, 20234
Sep 3, 20230
Sep 10, 20230
Sep 17, 20230
Sep 24, 20230
Oct 1, 20234
Oct 8, 20230
Oct 15, 20230
Oct 22, 20230
Oct 29, 20230
Nov 5, 20230
Nov 12, 20230
Nov 19, 20230
Nov 26, 20230
Dec 3, 20230
Dec 10, 20230
Dec 17, 20234
Dec 24, 20230
Dec 31, 20230
Jan 7, 20240
Jan 14, 20240
Jan 21, 20240
Jan 28, 20240
Feb 4, 20240
Feb 11, 20240
Feb 18, 20240
Feb 25, 20240
Mar 3, 20240
Mar 10, 20240
Mar 17, 20240
Mar 24, 20240
Mar 31, 20240
Apr 7, 20240
Apr 14, 20240
Apr 21, 20240
Apr 28, 20240
May 5, 20240
May 12, 20240
May 19, 20246
May 26, 20240
Jun 2, 20248
Jun 9, 20247
Jun 16, 202410
Jun 23, 202412
Jun 30, 202421
Jul 7, 202452
Jul 14, 202442
Jul 21, 202433
Jul 28, 202440
Aug 4, 202431
Aug 11, 202420
Aug 18, 202414
Aug 25, 20249
Sep 1, 20246
Sep 8, 20240
Sep 15, 20240
Sep 22, 20240
Sep 29, 20245
Oct 6, 20240
Oct 13, 20240
Oct 20, 20240
Oct 27, 20240
Nov 3, 20240
Nov 10, 20240
Nov 17, 20240
Nov 24, 20240
Dec 1, 20244
Dec 8, 20240
Dec 15, 20240
Dec 22, 20240
Dec 29, 20240
Jan 5, 20250
Jan 12, 20254
Jan 19, 20254
Jan 26, 20250
Feb 2, 20256
Feb 9, 20250
Feb 16, 20250
Feb 23, 20254
Mar 2, 20255
Mar 9, 20250
Mar 16, 20250
Mar 23, 20250
Mar 30, 20250
Apr 6, 20250
Apr 13, 20250
Apr 20, 20250
Apr 27, 20250
May 4, 20254
May 11, 20250
May 18, 20256
May 25, 20259
Jun 1, 202510
Jun 8, 202515
Jun 15, 202523
Jun 22, 202530
Jun 29, 202546
Jul 6, 202588
Jul 13, 2025100
Jul 20, 202588
Jul 27, 202569
Aug 3, 202569
Aug 10, 202550
Aug 17, 202525
Aug 24, 202516
Aug 31, 20259
Sep 7, 20254
Sep 14, 20254
Sep 21, 20255
Sep 28, 20250
Oct 5, 20250
Oct 12, 20258
Oct 19, 20250
Oct 26, 20255
Nov 2, 20255
Nov 9, 20250
Nov 16, 20255
Nov 23, 20258
Nov 30, 20256
Dec 7, 20250
Dec 14, 20254
Dec 21, 20250
Dec 28, 20255
Jan 4, 20266
Jan 11, 20265
Jan 18, 20265
Jan 25, 20269
Feb 1, 20265
Feb 8, 20266
Feb 15, 20266
Feb 22, 20267
Mar 1, 20267
Mar 8, 20260
Mar 15, 20260
Mar 22, 202618
Mar 29, 202631
Apr 5, 202644
Apr 12, 202652
Apr 19, 202642
Apr 26, 202632
May 3, 202630
May 10, 202638
May 17, 202626
May 24, 202623
May 31, 202626
Jun 7, 202627
Jun 14, 202642
Jun 21, 202655
Jun 28, 202645
Jul 5, 202656
Jul 12, 202672
Jul 19, 202677
Jul 26, 202666
Aug 2, 202677
Aug 9, 202649
Aug 16, 202634
Aug 23, 202621

Keyword: "simple modern backpack". 261 weeks of US search interest, indexed to this brand's own five-year peak — comparable with itself over time, not with the other brands. August peaks by year: 2021 0, 2022 13, 2023 29, 2024 52, 2025 100, 2026 77.

Simple Modern's Ellis is almost the opposite of Sprayground. It is not trying to shock anyone from across the cafeteria. It looks like a very nice school backpack.

That normality is part of what makes the Ellis interesting.

Simple Modern designed the 20-liter Ellis specifically for younger students. It fits a laptop or tablet, a two-inch binder, notebooks, folders, books, and a sweatshirt. There is a padded laptop sleeve, two expandable water-bottle pockets, smaller zip compartments, adjustable straps, and even a strap for attaching a tumbler.

Then there are the colors. Instead of making a single utilitarian school bag, Simple Modern sells the Ellis in patterns with names like 80s Mix, Hopscotch Checkmate, Raspberry Vibes, Sunset Riptide, Seaside Stripes, and Sherbet. It has the organization parents want and the colors and patterns that make a kid actually want to carry it.

That combination is what makes the Ellis work. A parent can look at it and see enough room for a binder, a laptop sleeve, and adjustable straps. A kid can look at the exact same backpack and see the checkered pink one.

It feels practical without looking like something chosen only for practicality.

3. Lululemon

Search demand for Lululemon
Move across the chart to read the numbers
10050202220242026
Show the numbers
Week endingIndex
Aug 29, 20216
Sep 5, 20214
Sep 12, 20216
Sep 19, 20215
Sep 26, 20215
Oct 3, 20215
Oct 10, 20215
Oct 17, 20217
Oct 24, 20216
Oct 31, 20215
Nov 7, 20217
Nov 14, 20217
Nov 21, 202110
Nov 28, 20219
Dec 5, 202110
Dec 12, 20218
Dec 19, 20218
Dec 26, 20218
Jan 2, 20228
Jan 9, 20228
Jan 16, 20228
Jan 23, 20227
Jan 30, 20228
Feb 6, 20229
Feb 13, 202210
Feb 20, 202212
Feb 27, 202212
Mar 6, 202214
Mar 13, 202210
Mar 20, 202211
Mar 27, 20229
Apr 3, 202211
Apr 10, 20229
Apr 17, 20229
Apr 24, 202210
May 1, 20229
May 8, 202211
May 15, 202210
May 22, 20228
May 29, 202211
Jun 5, 202211
Jun 12, 202211
Jun 19, 202214
Jun 26, 202213
Jul 3, 202219
Jul 10, 202223
Jul 17, 202225
Jul 24, 202227
Jul 31, 202228
Aug 7, 202228
Aug 14, 202226
Aug 21, 202225
Aug 28, 202219
Sep 4, 202216
Sep 11, 202213
Sep 18, 202216
Sep 25, 202213
Oct 2, 202212
Oct 9, 202211
Oct 16, 202212
Oct 23, 202210
Oct 30, 202210
Nov 6, 202213
Nov 13, 202214
Nov 20, 202218
Nov 27, 202217
Dec 4, 202215
Dec 11, 202217
Dec 18, 202214
Dec 25, 202217
Jan 1, 202315
Jan 8, 202315
Jan 15, 202315
Jan 22, 202314
Jan 29, 202314
Feb 5, 202313
Feb 12, 202312
Feb 19, 202312
Feb 26, 202312
Mar 5, 202311
Mar 12, 202314
Mar 19, 202313
Mar 26, 202315
Apr 2, 202314
Apr 9, 202315
Apr 16, 202315
Apr 23, 202314
Apr 30, 202315
May 7, 202315
May 14, 202314
May 21, 202316
May 28, 202315
Jun 4, 202315
Jun 11, 202318
Jun 18, 202318
Jun 25, 202323
Jul 2, 202323
Jul 9, 202331
Jul 16, 202336
Jul 23, 202341
Jul 30, 202348
Aug 6, 202345
Aug 13, 202338
Aug 20, 202332
Aug 27, 202323
Sep 3, 202317
Sep 10, 202318
Sep 17, 202316
Sep 24, 202315
Oct 1, 202314
Oct 8, 202314
Oct 15, 202314
Oct 22, 202313
Oct 29, 202312
Nov 5, 202316
Nov 12, 202318
Nov 19, 202327
Nov 26, 202322
Dec 3, 202321
Dec 10, 202324
Dec 17, 202319
Dec 24, 202324
Dec 31, 202318
Jan 7, 202419
Jan 14, 202417
Jan 21, 202415
Jan 28, 202416
Feb 4, 202417
Feb 11, 202412
Feb 18, 202415
Feb 25, 202416
Mar 3, 202415
Mar 10, 202415
Mar 17, 202415
Mar 24, 202416
Mar 31, 202414
Apr 7, 202416
Apr 14, 202416
Apr 21, 202416
Apr 28, 202416
May 5, 202416
May 12, 202418
May 19, 202418
May 26, 202419
Jun 2, 202421
Jun 9, 202420
Jun 16, 202425
Jun 23, 202425
Jun 30, 202438
Jul 7, 202452
Jul 14, 202466
Jul 21, 202479
Jul 28, 202487
Aug 4, 202474
Aug 11, 202466
Aug 18, 202450
Aug 25, 202440
Sep 1, 202426
Sep 8, 202421
Sep 15, 202421
Sep 22, 202419
Sep 29, 202418
Oct 6, 202418
Oct 13, 202419
Oct 20, 202415
Oct 27, 202416
Nov 3, 202417
Nov 10, 202419
Nov 17, 202421
Nov 24, 202427
Dec 1, 202423
Dec 8, 202421
Dec 15, 202422
Dec 22, 202422
Dec 29, 202421
Jan 5, 202518
Jan 12, 202519
Jan 19, 202517
Jan 26, 202515
Feb 2, 202518
Feb 9, 202515
Feb 16, 202516
Feb 23, 202517
Mar 2, 202516
Mar 9, 202515
Mar 16, 202515
Mar 23, 202515
Mar 30, 202516
Apr 6, 202515
Apr 13, 202516
Apr 20, 202516
Apr 27, 202517
May 4, 202518
May 11, 202519
May 18, 202520
May 25, 202519
Jun 1, 202523
Jun 8, 202537
Jun 15, 202532
Jun 22, 202535
Jun 29, 202542
Jul 6, 202574
Jul 13, 202584
Jul 20, 2025100
Jul 27, 202599
Aug 3, 202599
Aug 10, 202579
Aug 17, 202561
Aug 24, 202542
Aug 31, 202529
Sep 7, 202520
Sep 14, 202521
Sep 21, 202521
Sep 28, 202521
Oct 5, 202520
Oct 12, 202519
Oct 19, 202518
Oct 26, 202516
Nov 2, 202520
Nov 9, 202524
Nov 16, 202529
Nov 23, 202539
Nov 30, 202528
Dec 7, 202525
Dec 14, 202525
Dec 21, 202527
Dec 28, 202525
Jan 4, 202623
Jan 11, 202622
Jan 18, 202622
Jan 25, 202619
Feb 1, 202619
Feb 8, 202617
Feb 15, 202617
Feb 22, 202621
Mar 1, 202619
Mar 8, 202619
Mar 15, 202622
Mar 22, 202630
Mar 29, 202657
Apr 5, 202670
Apr 12, 202676
Apr 19, 202656
Apr 26, 202643
May 3, 202643
May 10, 202652
May 17, 202645
May 24, 202631
May 31, 202633
Jun 7, 202641
Jun 14, 202649
Jun 21, 202657
Jun 28, 202651
Jul 5, 202674
Jul 12, 202692
Jul 19, 202696
Jul 26, 202697
Aug 2, 202692
Aug 9, 202680
Aug 16, 202660
Aug 23, 202645

Keyword: "lululemon backpack". 261 weeks of US search interest, indexed to this brand's own five-year peak — comparable with itself over time, not with the other brands. August peaks by year: 2021 6, 2022 28, 2023 48, 2024 87, 2025 100, 2026 97.

Lululemon is less about one specific viral backpack and more about the strength of the brand surrounding it.

For a lot of teenagers, Lululemon is already part of the wardrobe before the backpack enters the picture. Scuba hoodies, Define jackets, leggings, belt bags, tennis skirts, water bottles, and other accessories all reinforce a recognizable look.

The backpack simply extends it to school.

A teenager carrying a Lululemon backpack may also be wearing a Scuba hoodie or have one of the brand's belt bags slung across her chest after school. There is no need for the backpack itself to have shark teeth or cartoon graphics because the small Lululemon logo already tells people what brand it is.

That is different from Sprayground, where the design of the backpack itself is often the attraction. With Lululemon, much of the appeal comes from already liking the clothes.

The backpack becomes one more piece of a look that is already familiar. It is also the steadiest line in the data, essentially flat from 2025 to 2026, where the two loud newcomers swung hard in opposite directions.

4. KPop Demon Hunters

Search demand for KPop Demon Hunters: the movie vs the backpack
Move across the chart to read the numbers
10050202520262026
Show the numbers
Week endingMovieBackpack
Dec 29, 20240—
Jan 5, 202500
Jan 12, 202500
Jan 19, 202500
Jan 26, 202500
Feb 2, 202500
Feb 9, 202500
Feb 16, 202500
Feb 23, 202500
Mar 2, 202500
Mar 9, 202500
Mar 16, 202500
Mar 23, 202500
Mar 30, 202500
Apr 6, 202500
Apr 13, 202500
Apr 20, 202500
Apr 27, 202500
May 4, 202500
May 11, 202500
May 18, 202510
May 25, 202510
Jun 1, 202510
Jun 8, 202510
Jun 15, 2025140
Jun 22, 2025680
Jun 29, 2025640
Jul 6, 20256922
Jul 13, 20257345
Jul 20, 20257144
Jul 27, 20257364
Aug 3, 20257260
Aug 10, 20257871
Aug 17, 20259753
Aug 24, 202510039
Aug 31, 20258530
Sep 7, 20256732
Sep 14, 20256417
Sep 21, 2025620
Sep 28, 2025660
Oct 5, 20258026
Oct 12, 20256714
Oct 19, 2025660
Oct 26, 20257911
Nov 2, 2025480
Nov 9, 20254012
Nov 16, 20253321
Nov 23, 20254215
Nov 30, 20253821
Dec 7, 20253632
Dec 14, 20252825
Dec 21, 2025260
Dec 28, 2025250
Jan 4, 20262213
Jan 11, 2026250
Jan 18, 20262014
Jan 25, 20262212
Feb 1, 2026210
Feb 8, 20261813
Feb 15, 20261616
Feb 22, 20261514
Mar 1, 20261513
Mar 8, 20261614
Mar 15, 20262513
Mar 22, 2026200
Mar 29, 20263119
Apr 5, 20262231
Apr 12, 20261926
Apr 19, 20261524
Apr 26, 20261316
May 3, 20261222
May 10, 20261323
May 17, 20261120
May 24, 20261118
May 31, 20261023
Jun 7, 20261132
Jun 14, 20261238
Jun 21, 20261249
Jun 28, 20261037
Jul 5, 2026967
Jul 12, 20261075
Jul 19, 2026876
Jul 26, 20268100
Aug 2, 2026992
Aug 9, 2026959
Aug 16, 20261039
Aug 23, 2026927

Each line is indexed to its own peak. The film out-searches the merchandise by orders of magnitude, so these columns show timing, not relative size.

One of the most revealing backpacks of 2026 is not made by a backpack brand at all.

It is a KPop Demon Hunters backpack.

Retailers now have full assortments built around the franchise, including backpacks featuring HUNTR/X, the Saja Boys, Derpy, and other characters from the movie. When a movie becomes that popular with kids, carrying it to school is an obvious next step.

A kid choosing one is probably not comparing the number of internal pockets against JanSport or checking the shoulder-strap padding against Under Armour. They want Rumi, Mira, Zoey, Derpy, or the Saja Boys on their backpack.

Character backpacks, of course, have been around forever. There have been Disney princess backpacks, Spider-Man backpacks, and Pokémon backpacks for decades. What feels different now is how quickly a new obsession can move from the screen to the school hallway.

5. JanSport

Search demand for JanSport
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10050202220242026
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Week endingIndex
Aug 29, 202125
Sep 5, 202118
Sep 12, 202111
Sep 19, 20219
Sep 26, 20218
Oct 3, 20218
Oct 10, 20217
Oct 17, 20218
Oct 24, 20217
Oct 31, 20218
Nov 7, 20217
Nov 14, 20218
Nov 21, 20219
Nov 28, 20219
Dec 5, 20219
Dec 12, 20218
Dec 19, 20217
Dec 26, 20218
Jan 2, 202210
Jan 9, 202210
Jan 16, 20228
Jan 23, 20229
Jan 30, 20228
Feb 6, 20229
Feb 13, 20227
Feb 20, 20228
Feb 27, 20228
Mar 6, 20228
Mar 13, 20228
Mar 20, 20229
Mar 27, 20228
Apr 3, 20227
Apr 10, 20227
Apr 17, 20227
Apr 24, 20227
May 1, 20228
May 8, 20227
May 15, 20229
May 22, 20229
May 29, 20229
Jun 5, 202211
Jun 12, 202213
Jun 19, 202215
Jun 26, 202219
Jul 3, 202230
Jul 10, 202242
Jul 17, 202257
Jul 24, 202277
Jul 31, 202288
Aug 7, 202289
Aug 14, 202259
Aug 21, 202242
Aug 28, 202230
Sep 4, 202218
Sep 11, 202211
Sep 18, 20229
Sep 25, 20228
Oct 2, 20228
Oct 9, 20228
Oct 16, 20228
Oct 23, 20227
Oct 30, 20227
Nov 6, 20228
Nov 13, 20228
Nov 20, 20229
Nov 27, 20229
Dec 4, 20229
Dec 11, 20229
Dec 18, 20227
Dec 25, 20228
Jan 1, 20239
Jan 8, 20239
Jan 15, 20238
Jan 22, 20239
Jan 29, 20239
Feb 5, 20239
Feb 12, 20238
Feb 19, 20238
Feb 26, 20238
Mar 5, 20239
Mar 12, 20238
Mar 19, 20238
Mar 26, 20238
Apr 2, 20238
Apr 9, 20237
Apr 16, 20238
Apr 23, 20238
Apr 30, 20238
May 7, 20239
May 14, 20239
May 21, 202311
May 28, 202311
Jun 4, 202312
Jun 11, 202314
Jun 18, 202315
Jun 25, 202321
Jul 2, 202332
Jul 9, 202346
Jul 16, 202351
Jul 23, 202362
Jul 30, 202368
Aug 6, 202364
Aug 13, 202352
Aug 20, 202337
Aug 27, 202326
Sep 3, 202318
Sep 10, 202310
Sep 17, 20239
Sep 24, 20238
Oct 1, 20237
Oct 8, 20237
Oct 15, 20237
Oct 22, 20237
Oct 29, 20236
Nov 5, 20236
Nov 12, 20237
Nov 19, 20238
Nov 26, 20239
Dec 3, 20238
Dec 10, 20239
Dec 17, 20237
Dec 24, 20236
Dec 31, 20238
Jan 7, 20248
Jan 14, 20247
Jan 21, 20248
Jan 28, 20248
Feb 4, 20247
Feb 11, 20247
Feb 18, 20248
Feb 25, 20247
Mar 3, 20248
Mar 10, 20246
Mar 17, 20247
Mar 24, 20247
Mar 31, 20246
Apr 7, 20247
Apr 14, 20247
Apr 21, 20247
Apr 28, 20247
May 5, 20247
May 12, 20248
May 19, 20249
May 26, 202410
Jun 2, 202414
Jun 9, 202417
Jun 16, 202417
Jun 23, 202422
Jun 30, 202441
Jul 7, 202470
Jul 14, 202475
Jul 21, 202489
Jul 28, 2024100
Aug 4, 202495
Aug 11, 202463
Aug 18, 202442
Aug 25, 202427
Sep 1, 202416
Sep 8, 202410
Sep 15, 20249
Sep 22, 20249
Sep 29, 20248
Oct 6, 20248
Oct 13, 20247
Oct 20, 20247
Oct 27, 20247
Nov 3, 20247
Nov 10, 20248
Nov 17, 20249
Nov 24, 20248
Dec 1, 20249
Dec 8, 20248
Dec 15, 20247
Dec 22, 20248
Dec 29, 20247
Jan 5, 20257
Jan 12, 20258
Jan 19, 20258
Jan 26, 20257
Feb 2, 20257
Feb 9, 20257
Feb 16, 20258
Feb 23, 20258
Mar 2, 20257
Mar 9, 20257
Mar 16, 20257
Mar 23, 20256
Mar 30, 20258
Apr 6, 20257
Apr 13, 20257
Apr 20, 20257
Apr 27, 20258
May 4, 20259
May 11, 20259
May 18, 20259
May 25, 202510
Jun 1, 202513
Jun 8, 202519
Jun 15, 202520
Jun 22, 202522
Jun 29, 202532
Jul 6, 202560
Jul 13, 202566
Jul 20, 202581
Jul 27, 202590
Aug 3, 202589
Aug 10, 202563
Aug 17, 202541
Aug 24, 202527
Aug 31, 202517
Sep 7, 20259
Sep 14, 20259
Sep 21, 20258
Sep 28, 20257
Oct 5, 20257
Oct 12, 20257
Oct 19, 20257
Oct 26, 20256
Nov 2, 20257
Nov 9, 20258
Nov 16, 20258
Nov 23, 20258
Nov 30, 20258
Dec 7, 20258
Dec 14, 20258
Dec 21, 20257
Dec 28, 20257
Jan 4, 20269
Jan 11, 20268
Jan 18, 20267
Jan 25, 20267
Feb 1, 20267
Feb 8, 20267
Feb 15, 20266
Feb 22, 20268
Mar 1, 20267
Mar 8, 20268
Mar 15, 20269
Mar 22, 202611
Mar 29, 202617
Apr 5, 202619
Apr 12, 202623
Apr 19, 202619
Apr 26, 202617
May 3, 202619
May 10, 202620
May 17, 202617
May 24, 202616
May 31, 202617
Jun 7, 202620
Jun 14, 202627
Jun 21, 202640
Jun 28, 202636
Jul 5, 202651
Jul 12, 202667
Jul 19, 202678
Jul 26, 202692
Aug 2, 202697
Aug 9, 202665
Aug 16, 202645
Aug 23, 202631

Keyword: "jansport backpack". 261 weeks of US search interest, indexed to this brand's own five-year peak — comparable with itself over time, not with the other brands. August peaks by year: 2021 25, 2022 89, 2023 68, 2024 100, 2025 90, 2026 97.

JanSport may be the most interesting backpack on this list precisely because it is so ordinary.

The brand has been a school staple for decades. It does not need to convince anyone that a simple backpack with a front pocket and two shoulder straps works.

What makes JanSport feel newly relevant is what people are putting on it.

Bag charms, plush toys, blind-box characters, keychains, pins, ribbons, beads, and souvenirs can turn an otherwise plain backpack into something much more personal. A charm might hang from one zipper. A concert keychain might hang from another. There might be a plush character, something brought home from vacation, or a tiny object whose meaning is obvious only to the person carrying it and their friends.

That works particularly well with a JanSport because the bag does not dictate much. It is simple enough that whatever gets attached to it becomes the interesting part.

What happened to Herschel?

Search demand for Herschel Supply Co.
Move across the chart to read the numbers
100502008-012012-012016-012020-012024-01
Show the numbers
MonthIndex
2004-019
2004-0210
2004-039
2004-0413
2004-058
2004-067
2004-076
2004-088
2004-099
2004-109
2004-118
2004-126
2005-018
2005-027
2005-039
2005-049
2005-057
2005-066
2005-077
2005-085
2005-096
2005-107
2005-117
2005-128
2006-018
2006-027
2006-038
2006-047
2006-057
2006-066
2006-076
2006-086
2006-097
2006-106
2006-115
2006-127
2007-015
2007-025
2007-035
2007-046
2007-056
2007-065
2007-075
2007-085
2007-097
2007-106
2007-115
2007-126
2008-017
2008-026
2008-036
2008-047
2008-056
2008-065
2008-076
2008-085
2008-094
2008-105
2008-115
2008-125
2009-015
2009-025
2009-035
2009-047
2009-057
2009-066
2009-076
2009-085
2009-095
2009-105
2009-115
2009-127
2010-017
2010-026
2010-035
2010-045
2010-056
2010-066
2010-076
2010-085
2010-095
2010-106
2010-1110
2010-126
2011-018
2011-028
2011-037
2011-046
2011-056
2011-067
2011-0710
2011-0813
2011-0913
2011-1010
2011-1112
2011-1216
2012-0111
2012-0215
2012-0318
2012-0416
2012-0516
2012-0615
2012-0724
2012-0833
2012-0929
2012-1030
2012-1126
2012-1232
2013-0126
2013-0230
2013-0331
2013-0428
2013-0524
2013-0626
2013-0736
2013-0867
2013-0938
2013-1032
2013-1137
2013-1291
2014-0136
2014-0241
2014-0338
2014-0435
2014-0533
2014-0637
2014-0762
2014-0888
2014-0949
2014-1037
2014-1140
2014-1254
2015-0138
2015-0238
2015-0338
2015-0435
2015-0539
2015-0642
2015-0767
2015-08100
2015-0957
2015-1042
2015-1151
2015-1260
2016-0146
2016-0242
2016-0344
2016-0444
2016-0542
2016-0649
2016-0769
2016-0891
2016-0949
2016-1034
2016-114
2016-126
2017-0131
2017-0236
2017-0336
2017-0437
2017-0540
2017-0642
2017-0758
2017-0878
2017-0944
2017-1035
2017-1142
2017-1252
2018-0137
2018-0236
2018-0337
2018-0438
2018-0540
2018-0642
2018-0769
2018-0890
2018-0944
2018-1036
2018-1156
2018-1250
2019-0138
2019-0234
2019-0332
2019-0430
2019-0532
2019-0635
2019-0759
2019-0878
2019-0939
2019-1035
2019-1140
2019-1253
2020-0131
2020-0227
2020-0317
2020-0416
2020-0519
2020-0622
2020-0726
2020-0836
2020-0925
2020-1021
2020-1124
2020-1227
2021-0121
2021-0221
2021-0321
2021-0421
2021-0524
2021-0625
2021-0738
2021-0850
2021-0929
2021-1020
2021-1124
2021-1223
2022-0122
2022-0220
2022-0321
2022-0421
2022-0522
2022-0621
2022-0735
2022-0845
2022-0921
2022-1025
2022-1137
2022-1232
2023-0119
2023-0218
2023-0317
2023-0417
2023-0517
2023-0620
2023-0718
2023-0818
2023-0915
2023-105
2023-114
2023-128
2024-019
2024-029
2024-037
2024-047
2024-059
2024-0617
2024-0717
2024-0815
2024-0910
2024-107
2024-117
2024-126
2025-014
2025-024
2025-033
2025-042
2025-053
2025-064
2025-0710
2025-0811
2025-094
2025-102
2025-1110
2025-128
2026-013
2026-025
2026-038
2026-049
2026-058
2026-0610
2026-0713
2026-0810
2026-097

Monthly US search interest, 2004 to 2026, indexed to its own peak (August 2015). All 273 months, the same points the line is drawn from. Highest month by year: 2004 13, 2005 9, 2006 8, 2007 7, 2008 7, 2009 7, 2010 10, 2011 16, 2012 33, 2013 91, 2014 88, 2015 100, 2016 91, 2017 78, 2018 90, 2019 78, 2020 36, 2021 50, 2022 45, 2023 20, 2024 17, 2025 11, 2026 13.

Herschel is probably the easiest way to understand the change.

In the 2010s, the brand was everywhere. Its backpacks were clean, tasteful, recognizable, and just distinctive enough to feel fashionable without looking flashy. For a certain kind of high-school or college student, carrying a Herschel was part of the uniform.

Herschel still makes good-looking bags. People still buy them. The brand has not disappeared.

It just is not the backpack people are talking about.

Methodology

We analyzed conversational and purchase data from Scout, a vibe shopping app, Google search trends data and industry research to create this report.

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