Woman wearing black tank top with gray Peak Designs Everyday Sling bag over her shoulder
Outside Business Journal

Peak Design Battles Amazon Knockoff with Humor

Rather than file a lawsuit, Peak Design targeted Amazon Basics’ knockoff of its Everyday Sling bag with a hilarious, must-watch video

Woman wearing black tank top with gray Peak Designs Everyday Sling bag over her shoulder
Eric Smith

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Bag and pack maker Peak Design on Wednesday accused Amazon of producing a copycat version of its Everyday Sling bag.

But instead of pursuing legal action against the company, Peak Design found a hilarious way to skewer Amazon’s cheap knockoff—a video called “A Tale of Two Slings.”

The San Francisco-based brand says it believes that “Amazon has infringed on their intellectual property and has contemplated avenues for legal recourse. However, for now, Peak Design decided an amusing video response would be the best format to publicly respond to Amazon and help bring delight to Peak Design’s customers and employees.”

In the video, Peak Design draws distinctions between its original Everyday Sling (MSRP: $99.95), which it launched in 2017, and Amazon Basic’s Everyday Sling—yes, it even has the same name—released in 2020 (MSRP: $32.99).

Peak Design said that “as an innovator of best-in-class carry solutions, and champion of socially and environmentally responsible manufacturing, [we hope] the tongue-in-cheek response will remind the public that when it comes to low-quality imitations, you get what you pay for.

Peter Dering, founder and CEO of Peak Design, added: “Amazon putting the little trapezoidal patch on their bag to mimic our label is both the highest compliment, and a slap in the face. It deserves something in return, and if that is something we could create to spark additional joy in our lives? In our customer’s lives? Then hell yes. Let the cameras roll.”