CHUMS is launching a new daypack series designed specifically for students on February 27, 2026. The CHUMSchool Day Pack collection combines the brand's signature playful spirit with practical features tailored for daily commutes.
This marks CHUMS's first serious venture into school bags, responding to growing demand from students and customers who wanted CHUMS bags suitable for school use. While the brand has traditionally focused on shoulder bags and small accessories that add color to everyday life, user requests for school-appropriate options have been steadily increasing.
The new series stays true to CHUMS's roots of "fun" and "toughness" while expanding into broader usage scenarios. The collection aims to become a new standard for students' daily needs.
As a brand that brings outdoor enjoyment into everyday life, CHUMS continues to pursue new challenges while listening to customer feedback.
Product Details
The collection features bags equipped with padded sleeves for 15-inch laptops, square designs that accommodate A4 files, multi-functional pockets for organizing small items, water-repellent materials, signature Booby Bird accents, and reflectors for enhanced visibility at night.
Each bag comes with a limited edition multi-pouch.
Product information is available on the official CHUMS website starting February 27.
CHUMSchool Square Day Pack 35 - ¥13,200 (tax included)
Color: Black
CHUMSchool Day Pack 35 - ¥13,200 (tax included)
Colors: Black x Black, Black x Red
About CHUMS
CHUMS was born when a river guide on Utah's Colorado River developed a sunglass strap to prevent his eyewear from falling into the water during rafting trips. This creation became CHUMS's first product, the "CHUMS Original Retainer."
The company established a factory in Hurricane, Utah, where the Booby Bird mascot was born and apparel using sweatshirt materials was introduced. For over 40 years, CHUMS has continued to bring ideas to life, creating items that people wish existed in their daily lives.
The Brand Mascot: Booby Bird
The Booby Bird is based on the Blue-footed Booby, a seabird found along coastlines from Ecuador to southern Mexico, and in Japan's Ogasawara Islands. Known for being extremely friendly and having no fear of humans, South American fishermen call it the "bobo bird" - the same word used for the runner-up "booby prize."
- CHUMS Japan Official Website: http://www.chums.jp/
- CHUMS Japan Official Instagram: https://www.instagram.com/chums_japan/
- CHUMS Japan Official X: https://twitter.com/chumsjapan
- CHUMS Japan Official Facebook: https://www.facebook.com/shop.chums.jp/
- CHUMS Japan Official YouTube: https://www.youtube.com/user/ChumsOfficial
"CHUMS®", "BOOBY BIRD®", and "ブービーバード®" are registered trademarks of Landwell Corporation.
