Look, there’s no getting around this: £290 is a lot of money to spend on a day backpack which is roughly medium-sized. The market midpoint for a reasonable quality product of comparable size is probably between £50 and £80.
However, as this review hopefully expresses, the attention to detail and the sophistication of design means that this is a premium product. It’s also one that will endure. In fact, it’s ‘designed to last a lifetime.’ And with their 10 year guarantee, I actually don’t feel that’s too much of a stretch either.
But the borderline puritanical commitment to a sustainable approach comes with a cost and ultimately the customer is going to bear the brunt of that cost. It begs the question: what price is the ethically and environmentally conscious consumer willing to pay for a product that truly delivers on those points? I think the jury may still be out but the popularity of this product is going to be good test.