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Meet Brooke Upton: The Overpacker Who Built a Brand That Lets You Bring It All
From stranded on Hamilton Island to crafting the ultimate travel companion, Brooke’s new luggage line is as intentional, stylish, and practical as her own life.
Brooke Upton has always lived in motion. Growing up, she moved between her parents’ homes, friends’ houses, school trips and camps. Into adulthood, that pattern never really stopped; Brooke still carries her world with her wherever she goes. “I’ve been living out of a bag for as long as I can remember,” she tells Sitchu.
It was this rhythm, paired with her love of carrying everything with her, that led her to create Overpacked — a luggage brand designed for people who don’t just pack bags, they pack life. “I’m a chronic overpacker…it was the lead into the brand name,” Brooke reveals.
Like most good ideas, the brand started from a personal need. “There was nothing on the market that met my capacity needs, especially in Australia,” she explains. “I couldn’t seem to find anything in that in-between space that also matched the vibe I wanted.”
So, rather than settle she thought, ‘why not make something myself?’
“I wanted to create a product that could be my first real entry into business,” she explains. “Something that would live outside trend cycles and be centered around a single, clear product category.”
Naturally, launching a luggage line with no prior experience in design or manufacturing wasn’t going to be easy, so Brooke enlisted Melbourne’s ThreadJam to turn her exact vision into a tangible product. “Honestly, my perfectionism meant this brand probably wouldn’t have launched for another decade without them,” she laughed. “They helped centralise my ideas and translate my very specific, very ‘me’ instructions,” she says.
From the beginning, Brooke was all about precision. “We sat down for hours going through every tiny detail, from the millimetre of stitching to the exact shade and level of sheen. One thing I’ve learned through this entire process is that you cannot leave anything up to assumption in manufacturing… every single element is a decision.”
The end product is a bag that is both functional and aesthetic. Designed for real life, it’s the perfect companion for work trips, weekend getaways, international travel and long-distance relationships. For Brooke, it’s all about giving people the freedom to pack everything and anything they might need.
“Whenever I travel, whether in a car or a plane or train, I need to have a million things by my side all at once. I love getting to a destination and having the ability to pick and choose what I want to wear,” Brooke says.
This maximalist, everything-on-hand energy is a crucial part of the brand ethos, with Brooke’s ‘death to minimalism’ outlook inspiring a new wave of packers. And seeing her vision come to life in so many ways has been a rewarding part of the founder experience.
“I saw someone taking it to the hospital as a baby bag and a friend moved across the country with hers,” Brooke shares. “Travel is tied to so many memories, big and small, so knowing that Overpacked is part of those moments is really special.”
Her community has been loud in their support so far, helping Brooke to paint a clear picture of her customer or who she calls the ‘Overpacked girl’.
“She moves through spaces with confidence and uniqueness, carrying the things she values most. Maximalism is central to the Overpacked girl… what you bring along reflects who you are.”
As for Brooke’s vision for the brand, it’s long-term and still evolving. While the initial launch skews slightly female, the brand is ultimately unisex and will likely expand into accessories and other travel essentials at some point. “I’ve always envisioned Overpacked as a handheld company, but I’m very aware that one of the biggest lessons in business is adaptability. You have to follow where the brand wants to go,” she says.
Of course there will be challenges and Brooke has already overcome her fair share of hurdles. But her outlook as a founder is that, “you owe it to yourself to see what’s on the other side.”
So, for all the chronic overpackers out there, this brand is designed to make you feel seen. Pack the extra shoes, the skincare arsenal, the favourite book, there’s room for it all. With Overpacked, Brooke is proving that not only can you have it all, you can bring it all too.
Rapid Fire Questions with Brooke…
Three summer holiday must-haves
- Sunscreen
- Pillow spray
- Hotel knit
The destination that you feel like embodies the overpacked lifestyle
Copenhagen.
What does your dream overpacked holiday look like right now?
New York, always. Japan, right now.
Favourite getaway spot in Australia
Byron Bay.
Travel pet peeve?
City tax.
Are you an organised or chaotic packer?
Organised! I’ve got everything divided up. I worked in retail growing up, do I have a real thing for order.
What’s your domestic travel uniform?
A pair of oversized jeans, an enclosed sneaker or loafer, a comfy t-shirt and some kind of a bomber jacket.
Describe your packing style in three words
Neurotic, intentional, prepared.
Shop Overpacked here.
Did you love this interview? Why not read our chats with Alyce Tran or Lindy Klim?
