The Hulken® Story: From Inspiration to Innovation
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Schlep smarter. 
Move better. 
Live lighter.

We make bags that roll with you, wherever you're going and whatever you're carrying.

About us

Hulken is a lifestyle brand built for people who are always in motion — and doing it all. Our first product is a durable, thoughtfully designed rolling bag, but our vision goes beyond the bag.

We’re here to support the rhythm of everyday life — and celebrate the beauty in the hustle.

Because schlepping shouldn't suck. Even the most mundane moments — lugging laundry, stocking shelves, climbing subway stairs — deserve to feel smoother, brighter, and a little lighter.

It all started with a
drummer’s schlep.

Like many good ideas, Hulken began at home. Yoni was a working musician in Brooklyn, touring by night and doing UX design work by day to support his growing family. He had never worked a desk job. Music was his life. Starting a product company was never part of the plan.

But schlepping was constant. Cymbals, snare drums, drumsticks, groceries — all lugged through the subway and up walkups. The only thing that helped was a heavy-duty industrial bag his father-in-law, Piero had designed. It wasn’t pretty, but it was strong. And it rolled like a dream.

That’s when Yoni and his wife, Alex, started to wonder: Why shouldn’t this kind of durability and convenience exist for everyday life? For creatives, parents, teachers, anyone hauling their day from A to B.

They quietly launched a simple website. In July 2018, they received their first order.

The bag Yoni relied on was made from polypropylene—a lightweight yet incredibly strong material that didn’t buckle under pressure. And that got us thinking: why should this kind of quality and durability be reserved for corporations? Why not bring it to the people? 
So we did.

It all started with a
drummer’s schlep.

The brand was
born in 2020.

When the world shut down, stages closed and Yoni stopped touring. Alex was eight months pregnant with their third child. They had no family nearby. The stress was overwhelming.

Then one night, Alex told him, “You have to take this to the moon.” So we did.

We packed orders by hand in our NYC apartment. We worked nights. We folded bags tighter to save on shipping. We connected with resellers and creatives online. And yes — we brought Hulkens to the hospital when our third child was born during peak COVID on April 27, 2020.

Just weeks earlier, The Strategist had published a review. Orders started pouring in. It was wild, scrappy, emotional — and it felt like the beginning of something real.

That summer, we left New York and moved to Geneva to be closer to family and build Hulken for real.

The brand was
born in 2020.

Made from
heritage. Built for
the hustle.

Our bags are designed in Switzerland and handmade in Hungary using the same industrial-grade material trusted by companies like Nestlé and L’Oréal. They're strong, lightweight and made to glide no matter what you’re schlepping.

We started with one black bag. Now there are multiple sizes, colors and smart features. But the goal hasn’t changed — make schlepping less painful. Maybe even joyful.

What we stand for

Reliability
We design things that work hard,  
last long, and show up when you 
need them.
We design things that work
hard, last long, and show up
when you need them.
Empowerment
When you carry less, 
you can do more. 
When you carry less, 
you can do more. 
Savvy Design
Smart function meets sharp form.
Looking good and working hard
should come together.
Smart function meets sharp
form. Because looking good and
working hard shouldn’t be
mutually exclusive.
Joy
We believe in finding joy in the doing
—not just the arriving. 
We believe in finding joy in the
doing—not just the arriving.

SHOP NOW

From us to you

We started Hulken to solve a personal problem but quickly realized it was a universal one.

It came from a creative need. And now we get to see designers, stylists, photographers, musicians, teachers, parents, students and city dwellers rolling with Hulken every single day. That never gets old.

Everyone is carrying something. Whether you're hauling snacks for a soccer team, gear to a set or laundry to the laundromat — your back deserves a break.

Our mission is to help people carry their lives with ease and joy—while celebrating the beautiful chaos of everyday life.

We’re building a brand that grows with you, adapts to your life and shows up for the moments that matter, whatever shape they take.

Thanks for letting us roll with you. Keep on schlepping.

-Yoni and Alex