New About


Notabag is a young, award-winning German brand and represents the same-named product, which was introduced in December 2012 through the Kickstarter crowd-funding platform. Notabag is a smart combination of a bag and a backpack. It is an environmentally friendly solution that simplifies the active, on-the-go lifestyle.

Notabag founder Adnan Alicusic was inspired to create Notabag during a real life challenge, where a shopping bag on his bike’s handle bar almost led to fatal situation in a city traffic. He found himself stuck between the cars during the busy traffic and the shopping bag made the situation worse by limiting his ability to manoeuvre the bike. Wishing that he had a backpack with him, Adnan started to visualize a simplified solution to transform a bag into a backpack.

Notabag - German Design Award 2016 Winner

We are driven by the idea that functionally useful products improve our lives.
We believe in the beauty of simplicity and power of intuitive design.

The Notabag Story

“The Notabag idea was born during a trip to the local farmers market. It was one of those situations that many can identify with: the grocery bag filled up very quickly and I still had to ride my bike home.

Things got pretty tricky once I found myself in the middle of busy city traffic. I was trying to maneuver my bike, while having a heavy shopping bag on my handlebar bumping against the front wheel. I couldn’t help but wish that I had my backpack with me, or that at least I could carry my shopping bag over the shoulders. At that moment, I started visualising how a simple bag could be transformed into a backpack.”

– Adnan Alicusic, Founder & Creative Director

It was an ordinary life situation that sparked the idea for Notabag. After spending months of prototyping and testing, Adnan Alicusic, together with his friend and fashion designer Ilaria Gregianin, introduced a smart way to combine a bag and a backpack as a Kickstarter project.

Notabag Overview

What is Notabag

Notabag is a smart combination of a bag and a backpack. With a single pull on the straps, it transforms itself from a sleek eco-friendly bag to an easy-to-carry backpack, making it one of your favorite accessories.

Inside of the bag is an attached pocket where you can keep your wallet or you keys. When the bag is not in use, it can be folded into that pocket, which becomes a hand-sized pouch and can be easily carried around. Each Notabag is entirely made out of a single material, without any additional features such as buttons or Velcro. It has a distinctive shape that allows it to transform itself seamlessly.

Simplifying our active, on-the-go lifestyle

A spontaneous stop at the grocery store. Picking up things while on a bike. Balancing a shopping bag and a favorite drink, while the phone is ringing. We have all been in situations where we had to juggle multiple things at once and needed a 'third hand' or an 'extra pocket'.

In addition to our multi-tasking nature, we are also becoming more conscious about the environment. Many cities are enforcing laws to ban plastic bags – the need for reusable bags is growing, especially in urban areas. Notabag is an eco-friendly solution that simplifies our active, on-the-go lifestyle and addresses a real need. Its versatility allows you to carry it in your hands as well as comfortably on your shoulders; it is durable and can be used over and over again.

Protected Design Patent

Notabag's patented design and functionality is protected by the Registered Community Design (RCD).

“This Smart Transforming Tote Is the Only Grocery Bag You'll Ever Need”