This weekend, Eastpak reminded us that backpacks aren’t just carriers of belongings – they’re carriers of stories, creativity, and identity. At Vida Festival, the brand took over with its Eastpak Stage: hosting magnetic performances pulsed with intimacy and raw presence, drawing crowds into hypnotic afternoons under the Mediterranean sun.
At La Cova by Eastpak, the lineup felt like an intimate glimpse into Spain’s most intriguing new voices. Bikoko brought her soulful R&B with a hypnotic minimalism that left the crowd swaying in quiet awe, while Julia de Arco blended flamenco roots with delicate pop melodies, crafting a set that felt both timeless and futuristic. Xicu’s performance radiated honesty and rawness, his folk-infused sound enveloping the space in nostalgia and warmth. Meanwhile, Ouineta delivered genre-bending rhythms and a magnetic stage presence that turned La Cova into a secret underground party hidden in the heart of Vida. Each of them embodied what Eastpak stands for: creativity without compromise, fearless individuality, and stories that demand to be heard.
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Beyond the Eastpak Stage, the festival was a kaleidoscope of sonic textures. From Pablopablo’s effortless groove to Rusowsky’s dreamy electronica, the euphoric synths of Zimmer90, and the explosive energy of Ca7riel & Paco Amoroso, Vida felt like a living, breathing mixtape of Europe’s most exciting new sounds.
And it wasn’t just music that made a statement. Artists Asis Percales and Gegogeco created a mural for Eastpak that radiated pop surrealism, playful symbolism, and festival nostalgia – capturing the spirit of Your Canvas, Built To Resist, Eastpak’s new 2025 global campaign celebrating creative personalisation. Because for Eastpak, customisation isn’t a trend – it’s a heritage. For over 70 years, their bags have been blank canvases for rebels, creatives, and wanderers to leave their marks: a scribble on a strap, a charm on a zipper, a patch sewn into the fabric of their story.
At Vida, surrounded by music, murals, and sun-kissed freedom, Eastpak reminded us that self-expression isn’t about being untouched. It’s about embracing every scuff, stain, and sticker along the way – each one a fragment of who we are, and how we choose to resist conformity.
Photography courtesy Eastpak. By Leafhopper
