About Us
Built by riders. Tested on our own bikes.
We're a small company of riders. Everything we make has been strapped to our own bikes first, and we only sell gear we'd trust on our own next trip. Thanks for riding with us.
How it all started
Nine broken bones, a punctured lung and one good idea.
I'm Henrik, and Odinsberg started with a mistake I'll never make again.
It was 2020, in the middle of the pandemic, and I was on an off-road ride in Catalunya. I knew my chain was a bit loose. But I didn't have the tools to adjust it with me, so I told myself it could wait until I got home.
"I told myself it could wait until I got home."
I never made it home that day. The chain came off, locked my rear wheel, and I woke up in a hospital bed with nine broken bones and a punctured lung.
Lying there, I had plenty of time to think. I'd spent years riding across South America, Europe and Asia, and I still got caught out by something as simple as a loose chain and a missing tool. A rider's toolkit should never be an afterthought.
I also realised I was done designing only for screens. For years I'd worked as a digital product manager and UX designer for brands like VW, SEAT, Barça and PSG. My job was obsessing over how people actually use things. Why not bring that to the motorcycles I'd loved since I was a teenager?
So I started with the problem that put me in that bed: a tool kit that's easy to bring, easy to pack and makes roadside maintenance simple. That became the Mjölnir Tool Roll. It quickly became a best seller on Amazon, and I went all in. Odinsberg has been my full-time work ever since.
The name
Where the first scars came from.
Odinsberg means "Odin's mountain." It's a nature park in Jönköping, Sweden, where I grew up, learned to ride a bike and got my first bruises and scars from falling off it.
Odin was the Vikings' chief god, protector of warriors and travellers. I think riders have a bit of Viking in them: fearless, restless, always hungry for the next horizon. Naming the company after Odin, and after the place where it all began, felt right.
Why we do it
To explore the unknown.
Riding through Mexico, I met an old American man who had bought the cheapest 250cc bike he could find in Tijuana. He was heading south, all the way to South America. I asked him how long he planned to travel. He smiled and said:
"I'll keep riding for as long as I can still swing a leg over the bike."
A never-ending adventure. I remember thinking: that's how I want to live too.
That spirit is what drives Odinsberg. Every product starts with a problem, either one we've hit ourselves on the road or one we've heard other riders curse about, especially off-road. We come from product development, and motorcycles are just one of the ways we chase adventure. Between us you'll find climbers, skiers, kite surfers and long-haul travellers.
Borrowed from other worlds
A chance meeting in Morocco.
On a trip through Morocco, years before Odinsberg, I didn't own any fancy motorcycle luggage. I'd adapted my old army gear to make it work. Along the way I met Alex, an English naval officer riding all the way from England to South Africa. He took one look at my setup and explained how the MOLLE system really works.
The best ideas for motorcycle gear don't always come from the motorcycle world.
That conversation planted a seed. Today, MOLLE is on almost every product we make. Military service in Sweden left its mark on us too, in how we think about survival, durability and kit that simply has to work.
Fair price
Not cheap. Correctly priced.
When we started, motorcycle luggage seemed to come in three flavours: badly designed, badly made, or too expensive for ordinary riders. We wanted to fix that.
So we sell direct to riders, with no shops or distributors in between. Every middleman adds a markup, and together they can double what you pay. We'd rather put that money into your gear: top-quality materials at a fair price. You shouldn't have to choose between decent luggage and your own trip to Morocco.
We take pride in gear that holds up in virtually any conditions, anywhere in the world. If something isn't right, we want to be the first to know. That's why we spend so much time on our own bikes, testing and trying to break our own products.
How we design
Built on rider feedback.
Every new product starts with a need. Sometimes it comes from someone on the team or a riding buddy. More often it comes from you, in an email, a DM or a comment under a post.
We're not trying to reinvent the wheel. We look for the gaps, the places where existing gear falls short, and work out how to solve the need better. Then we test. First against what's already out there, then with rough