Madlug is an award-winning brand founded in 2015 by Dave Linton. A man whose only experience in the luggage industry was bags of enthusiasm. This 40-something Youth Worker was heartbroken to learn that most children in care transport their worldly belongings in a bin bag. In that moment, Dave set out to do something about it. With just £480, he started Madlug and came up with our ‘Buy one Give one’ approach: with every bag you purchase, one will be given to a child in care.

Madlug stands for ‘make a difference luggage’. There are over 90,000 young people in care across the UK & Ireland, many carrying their belongings in black bin bags when they travel from home to home. For every piece of luggage we sell, we give a bag to a child in the care system, telling them they are incredible. So far to date, we have given over 10,000 giving bags to local trusts, social workers and young people.

The cost of every bag in our shop covers a free bag for a child in care and the item you choose. We worked with Care experienced young people and Health Trusts to develop a giving bag that is centered around the needs of children in care. The bag itself is unbranded to avoid stigma. It folds away to fit neatly into a sock drawer or a Social Worker’s car boot without wasting storage space. And each bag has a label that says “You are incredible” to remind every child that they have value, worth and dignity.
The backpack that everyone is talking about. Madlug is an award-winning bag brand that helps you give dignity to children in care. Our Classic Backpack is the bag that started the movement. It is designed in Belfast and styled to meet your travel needs along with really helping you stand out as someone who cares. It’s your perfect everyday backpack for shopping, travel, school, college, university, hiking and commuting every day to the office.

Use promo code GBEA2019 for 10% off!


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