Ever since William Stanley Jr. created the first steel, vacuum-sealed bottle in 1913, the company he founded has become synonymous with rugged, insulated drinkware.
In recent years, Stanley 1913 has moved beyond those famous tumblers, thanks in part to TikTok, which fueled viral demand for its products in 2024, as well as a few collaborations.
Now the company is moving beyond its roots in drinkware and expanding into bags and backpacks.
Kate Ridley, a former Adidas and Allbirds executive who joined Stanley 1913 as chief brand officer last year, is spearheading the introduction of the Vitalize Collection, which launches Tuesday.
«When most people think about Stanley, they think about hydration,» she said. «But we’ve completely reimagined what those products can look like through our styling and collaborations.» Those include Post Malone, Love Shack Fancy, Blackpink’s Jennie, Caitlin Clark, Pendleton and others with whom the company created specially designed tumblers, flasks and other products, many targeted to women.
The next logical extension then was into accessories, Ridley said.
«We think about food and beverage in terms of culture in general,» she said. «We not only have a leadership position in hydration, but in mobility and storage solutions. People know us for our quality and our lifetime guarantee and we’re integrating that into all facets of lifestyle by converting our drinkware franchise into other products that are distinctly Stanley.»
The Vitalize collection includes backpacks, totes, crossbody and carryall bags that are designed to be «integrated into people’s lives,» Ridley said. For example, the backpack and tote feature expandable bottom compartments to carry snacks or protein powders as well as a zippered main compartment and interior sleeves that can fit up to a 16-inch laptop. The backpack also has a tumbler securing belt and pockets to fit the company’s IceFlow, Quencher or Vitalize Shaker bottle and places to store sweaty gym clothes.
The crossbody and carryall have zippered pockets to carry phones, wallets, earbuds and other valuables as well as storage clips for keys. The crossbody bag also has a padded strap.
«Stanley 1913 is committed to creating products that move with you – whether you’re commuting to work, hitting the gym, grabbing lunch, or relaxing at the park,» said Graham Nearn, chief product and sustainability officer for PMI WW Brands LLC, owner of Stanley 1913. «The Vitalize Collection is designed for these everyday transitions, blending performance, function, and style so you can carry what you need seamlessly. With this new franchise, we’re continuing our brand evolution by broadening our categories and integrating seamlessly into the routines and rituals that shape consumers’ lives.»
The backpack and tote, which are made from recycled nylon, retail for $110 while the crossbody bag is $65 and the carryall is $35. The collection is being sold on the Stanley 1913 website as well as at retailers including Dick’s Sporting Goods, Academy Sports and others globally.
Next up will be the introduction of a steel-belted cooler as well as a new Clutch bottle.
