Invicta is much more than just a brand: it is a generational symbol, a piece of Italian style history that has spanned decades, transforming itself from a supplier of technical backpacks to an urban fashion cult. Its history has its roots in the early 20th century, but it was in the 1980s and 1990s that the brand exploded into the hearts of young people, becoming synonymous with freedom, adventure, and identity, as well as a symbol of Italianness and Made in Italy abroad.
The origins: from the Alps to Everest
Founded in London in 1906, Invicta (which means “invincible” in Latin) arrived in Turin in 1921, where it encountered the inventiveness and passion of skilled craftsmen specialising in mountaineering and outdoor equipment. The brand immediately stood out for its high-quality technical products: sleeping bags, tents, and hiking accessories soon became reliable expedition companions, taking Made in Italy products to the peaks of the world. It is no coincidence that some Invicta items were chosen for important mountaineering expeditions, such as those to Everest and the Himalayas. In 1933, Invicta designed the first backpack with a frame, which allowed for heavier loads to be carried, facilitating high-altitude expeditions. The patent for the belt bag dates back to 1939.
After World War II, Invicta expanded its range of sports equipment to include gloves, overshoes, leggings, and gaiters. The gloves, in particular, were worn by the Italian national ski team in the 1970s and 1980s.
The revolution of the 1980s: Minisac and Jolly
The Minisac, designed initially as a skiing accessory, arrives in the city and, with its colourful horizontal stripes, becomes an urban style icon. It’s the 1980s, and Invicta launches the “Jolly” backpack—a product that immediately becomes iconic. Colourful, sturdy, practical, and easily recognisable thanks to its circular logo and bright colour combinations, the Invicta backpack becomes a must-have for students throughout Italy.
It was a backpack that represented a way of being, a sign of belonging to a group, a bond between schoolmates. According to Aldo De Stasio, CEO of Seven SpA, it was the first real social network. “Everyone wrote their thoughts on it, each backpack told a story, and that’s why – as I’ve seen confirmed over the years – no one ever threw away their Invicta backpack.” Personalised with patches, lettering, key rings, and various accessories, Invicta backpacks allowed the personality of the wearer to shine through.
The slowdown and the crisis
Like many iconic brands, after years of growth, Invicta experienced difficult times. A series of factors, such as the changing global market context, competition from international brands, and a decline in appeal among young people, led the company to make a decisive corporate move in 1998: the acquisition of Diadora, another historic Made in Italy sportswear brand.
However, the operation did not yield the desired results. Invicta’s revival came in 2006, when it was acquired by Seven S.p.A., Italy’s leading manufacturer of backpacks and school accessories. The merger of two strong brands – Seven and Invicta – allowed the Turin-based brand to return to prominence, focusing on a rebranding strategy that combined nostalgia and innovation.
Between vintage and modernity
Today, Invicta is a well-established brand, a symbol of Made in Italy that has successfully reinvented itself. In addition to backpacks, the company has expanded its catalogue to include clothing, footwear, and lifestyle accessories. The design remains faithful to its youthful and dynamic spirit, appealing to both nostalgic customers and new generations.
Collaborations with designers, influencers, and other brands have strengthened Invicta’s image as a heritage brand that keeps pace with the times, and have also brought the company to international fashion catwalks. Seven continues to own the brand, investing in design, distribution, and digital strategies to maintain Invicta’s competitiveness on the global stage.
Focus on sustainability
The brand’s new direction is also reflected in its focus on sustainability and technological innovation: recycled materials, eco-friendly production processes, and innovative solutions for everyday life. Saving resources – raw materials, water, energy – is an integral part of the identity of a company whose evolution has always been intertwined with the environment and the outdoors. Invicta products not only guarantee quality and durability, but also offer designs that are attentive to new needs.
An icon that is here to stay
Invicta is proof that truly authentic brands never go out of style: they transform, fall, and rise again, but they never lose their essence. From a symbol of the mountains to a city icon, Invicta has built a bridge between generations, combining style, quality, and collective memory.
Those who have owned an Invicta backpack will never forget it. And those who discover it today choose it not only for its practicality, but also for what it represents: a free, colourful, and invincible spirit.
Discover other examples of Made in Italy excellence in the field of sports and leisure.