The hottest new “It” bag isn’t from Gucci or Telfar — it’s a $250 rucksack.
Every Wednesday at 3 p.m. ET, the Ultra Dragonfly backpack from ULA Equipment is restocked for a brief time before quickly selling out and the “buy” button vanishing.
The lightweight pack from the recreational gear retailer has soared in popularity among outdoorsy folks and jet-setters who prefer to pack light.
Weighing just 30 ounces, the Ultra Dragonfly, made with the company’s proprietary fabrics, can hold up to 30 pounds of stuff and fit comfortably underneath the seat as an airplane carry-on. Like all of ULA’s American-made gear, the Ultra Dragonfly is designed and manufactured at the company’s Logan, Utah, location and rings in at much less than its competitors, one satisfied customer named Mike told New York Magazine’s The Strategist.
In the subreddit r/OneBag — a forum for hikers and travelers who cram their belongings for trips into, you guessed it, one bag — users tout the Ultra Dragonfly as the “best bag I own” and announce when the coveted pack is back in stock.
Mike, who purchased a backpack last year, was able to successfully add an Ultra Dragonfly to his cart during a break from work, receiving the bag in a matter of days. But for the unlucky few who couldn’t snag one, the bags go for nearly three times the price on eBay.
The Post has reached out to ULA for comment.
The exclusivity of the Ultra Dragonfly has undoubtedly generated more buzz for the bag, although ULA swears the limited availability was not a marketing ploy. Rather, the Utah-based operation is churning out as many bags as possible alongside other popular styles they offer.
“We’re essentially maxing out production capacity every week between the Ultra Dragonfly and other packs we have,” the business’ head of communications Garrett Martin told The Strategist.
“Once they’re built and ready to ship, that’s when we release them on Wednesday. We don’t do a wait list because it would create too much of a lead time for our other products. We think it’s the fairest way to do it.”
On Instagram, ULA warns its loyal customer base that the Ultra Dragonfly packs “sell out very quickly” ahead of the weekly drops as they “navigate the demand” for the buzzy rucksacks.
Currently, the backpack is sold out — typical for a Thursday — but you can try scoring one next Wednesday — at 3 p.m. sharp.
