When Yvon Chouinard started forging climbing tools in his homemade blacksmith shop, he had no intention of starting one of the biggest outdoor apparel and equipment companies in the world. All he wanted was better tools for himself and his friends that would better aid them in scaling the granite walls of Yosemite and beyond. He targeted the hardcore users, and it was only as he and his team grew by creating more products and marketed them more widely that Patagonia became as far-reaching as it has.
Not every company can be Patagonia though, or wants to be for that matter. Even after luck is taken out of the equation, some brands remain small on purpose, whether it be because the gear they’re creating is custom and difficult to scale, or to better serve their core users through focused attention to detail. This is especially true for the handful of cottage backpack makers that continue to craft covet-worthy bags for everyday users and dedicated thru-hikers alike.
Information about these backpack makers is often spread word-of-mouth instead of through national marketing campaigns; you won’t find their names plastered in magazine spreads and their websites can look like they’re from 1999. The common thread that runs through all of them is a committed base of customers with undying brand loyalty, and that devotion is returned in kind.
Madden Equipment

In 1974, Dan Madden, then an instructor for the wilderness education program Outward Bound, witnessed one of his students dragging a broken backpack along a trail and thought he could do better. He could, and quickly after launching Madden Equipment, Outward Bound students and others began buying his packs en masse. At one point, the company sold more technical backpacks in Europe than any of the leading brands today. Then, in the mid-2000s, after being acquired by the French company Lafuma, Madden Equipment went defunct due to competition.
Ten years later, with a little help from a revived appreciation for story, simplicity and retro outdoor style, Madden Equipment returned with a new line of backpacks. They still hold true to the originals in that they’re hard-wearing, understated and 100 percent USA-made, and they still use the same rugged materials that made them so beloved in the first place.