Our story
It starts the same way in every house. The lights go out.
The fridge stops humming. Somebody says "it's probably just us". Five phones light up at once, and within a minute everyone is opening drawers in the dark: where's the torch, where are the batteries, who's got charge. The cat is under the sofa. Nobody knows which of the three tins in the cupboard is food and which is screws.
The question
Why was every go bag on sale so bad?
We went looking for a bag to keep by the door and found the same thing everywhere: a camouflage rucksack stuffed with a cheap torch, a foil blanket and a tin of biscuits with nuts in, built for one imaginary man in the woods. Nothing for a child who needs to carry their own. Nothing for a baby who needs feeding at 3am without a kettle. Nothing for the dog.
Meanwhile, governments on both sides of the Atlantic were saying the same thing in plainer and plainer words: every household should be able to look after itself for three days. Storms, floods, heat, grid failures, cyber attacks. Not if, but how often.
The name
··· ––– ··· Three dots. Three dashes. Three days.
SOS in Morse is the oldest distress call there is: no language, no alphabet, just light or sound. A blackout is when you'd need it. Three days is what the authorities ask you to cover. So the name became the brand, and the Morse became the mark: it's laser-cut into the side of every bag, and in a torch beam it reads the same in any country in the world.
One bag per person
An emergency doesn't happen to households, it happens to people. So there's a bag for an adult, a child, a baby, the family and the pet, each packed for who's carrying it.
One colour per bag
Blue, red, yellow, green, orange. A seven-year-old grabs the right one in the dark, and the first aid is in the same pouch it was last time.
Matte black outside
No camouflage, no slogans. A bag you'd carry on the train or the subway, that doesn't announce what's inside it.
We don't sell fear
We point to the emergency services and the official advice first, show the live warnings for where you are, and never make a claim the label can't back.
How we make them
Designed in London. Assembled in the UK. Sent anywhere.
The bags are made to our own drawings from TPU-laminated Cordura, taped seams and YKK AquaGuard zips, the same materials as expedition packs. Every item inside is checked against the claim on the box and packed by hand in the UK, into pouches with a place for everything. We keep the dates and email you when anything is due, so you don't have to.
Questions go to a real inbox and get a real answer. Write to us.