LVMH Invests in Db After Founders Rebranded Extreme Sports Brand From "Douchebags"

Story Summary
Truls Brataas and Jon Olsson founded Db after noticing poor luggage for extreme sports travelers. Originally named "Douchebags," the brand rebranded in 2019 and expanded beyond action sports in 2022. Investors including LVMH, Erling Haaland, and Gustav Magnar Witzøe joined following revenue growth to $44 million in 2024.





