DONE!

In April 2025, DONE! proudly introduced the East+West S, a compact new size of the iconic East+West backpack that retains all the character and versatility of the original, now in a smaller, more travel-friendly format.

The East+West S maintains the signature horizontal silhouette that defines the East+West line, designed for dynamic lifestyles that demand both style and functionality. Measuring 26 × 26 × 12 cm with a capacity of 8 liters, this model is perfectly sized to carry essentials like an iPad, making it ideal for those who prefer a lighter, more streamlined companion without sacrificing the quality and thoughtful features DONE! is known for.

Crafted from the same durable, recycled waterproof nylon as the East+West M, the East+West S offers multiple carrying options - from backpack to crossbody or handbag - adapting effortlessly to your daily rhythm. Its compact size makes it a versatile choice for city life, short trips, or social outings, combining comfort, practicality, and contemporary style.

With this launch, DONE! expands its product range to meet the needs of customers seeking a smaller, yet equally bold and functional backpack, reinforcing the brand’s commitment to innovation and design excellence.

Milan, March 14, 2025 – The event, hosted at the iconic Edicola by NSS in Piazza Bruno Buozzi in Milan, saw the unveiling of the MINI >EAST+WEST<, the XS version of the iconic DONE! backpack that retains all its character in a compact and versatile format.

A moment dedicated to design and streetwear innovation, where the NSS Edicola and DONE! communities had the opportunity to closely discover the new must-have accessory.

NSS Edicola, a symbol of cultural avant-garde and independent creativity, became the “Place to be” for this occasion, where the latest drop of the brand that is revolutionizing the concept of backpacks was revealed. MINI >EAST+WEST< is the perfect mix of contemporary design and functionality: mini in size but bold and audacious in style and image.

Made from ultra-durable, sustainable, and lightweight recycled nylon, the MINI >EAST+WEST< is designed for those who never stop. Available in black and orange, this accessory transforms according to style and attitude: from a mini bag to carry by hand, to a crossbody, and of course, a micro backpack, perfect for those living a dynamic city life, from events to nights out and moments of fun. Comfy and fashionable at the same time, the MINI >EAST+WEST< is the new statement piece that accompanies the new generations in their daily lives.

"Collaborating with NSS Edicola for the launch of the MINI >EAST+WEST< has been an incredible journey that has strengthened our bond with young culture. NSS Edicola is the ideal stage to showcase this new model, which reflects our vision: bold design, extreme versatility, and a contemporary soul. This event marked the meeting of two realities that breathe innovation and creativity, and we are thrilled with the response from the community," said Stefania Gnutti, Founder of DONE!.

The event, which served as the launch for the MINI >EAST+WEST<, was a celebration of innovation and design. For the new and already iconic XS, a dedicated campaign was created, with an ironic and unconventional storytelling style, in the unmistakable DONE! fashion, told through the nss Fanzine, distributed by the cool kids to those present. A biker with his MINI >EAST+WEST< XS crocheting, a character who breaks stereotypes, telling the story of creativity in an unconventional, crunchy way, highlighting the brand's versatility - this is DONE!’s out-of-the-box communication.

Content created during the event, including interviews with guests about the strangest things to put in the new XS and how to wear it; moments of genuine connection between the NSS Edicola and DONE! communities, accompanied by the DJ Set by Garon/Miro.

Among those present were: Katie Moonlight, Federica Ghirardi, Giorgia Castagna, Paolo Carlini, Agatha Massi, Beatrice Barichella, Mattia Cividino, and Federica Messaggeri.

Milan, September 2024. Amid the frenzy of Fashion Week and the relentless pace of the city, DONE! found a home in the historic pastry shop Gattullo. More than just a location, it is a symbolic place for Milanese people—a space where stories and flavors intertwine in every bite, in every sip.

Gattullo is not just a pastry shop; it is a meeting point. Tradition, elegance, and passion blend into an atmosphere that speaks of craftsmanship and attention to detail. It shares the same language as DONE!—a brand that transforms backpacks into icons, designed for those who embrace movement as a way of life.

>EAST+WEST<: Connection Takes Shape

On September 19, Gattullo became the perfect stage for the presentation of >EAST+WEST<, a backpack created for the curious, the tireless, for those who never stop. Waterproof recycled nylon, a horizontal design, and multifunctionality—>EAST+WEST< embodies the spirit of DONE!, combining practicality, style, and sustainability with a drive toward global connection.

Every detail tells stories of travel, encounters, and discoveries. It is the backpack for those who live between East and West, for those who turn every meeting, workout, or journey into an opportunity. And what better setting than Gattullo, where every sweet pause is an invitation to stop and then set off on new adventures?

Moving in the Same Direction

The collaboration between DONE! and Gattullo went beyond just the presentation of >EAST+WEST<.

The historic Milanese pastry shop hosted a special breakfast, transforming its window displays into a stage where >EAST+WEST< became the undisputed star. Every element was meticulously curated, from the table setting to the details: customized DONE! x Gattullo coasters, napkins, and cups, turning a simple break into a memorable experience.

Two Italian excellences, one shared vision: to create with care, to innovate, to connect. DONE! is more than just a brand—it is a philosophy that perfectly intertwines with Gattullo’s story. Tradition and innovation in motion, heading in the same direction.

June 2024. In Brescia, an event that celebrates innovation and quality. DONE! and ONE-OFF come together, creating a collaboration that embodies passion, style, and the ability to boldly and courageously reinterpret the future. ONE-OFF known for its cutting-edge retail concept, is more than just a store—it is a laboratory of lifestyle inspiration, where tradition and transformation intertwine and merge to create something truly unique.

A place that speaks of research, excellence, and experimentation—perfectly aligned with the philosophy of DONE!. Because being contemporary also means daring to explore new possibilities while staying true to one’s identity.

DONE! launch @ ONE-OFF

To celebrate this collaboration, ONE-OFF hosted an exclusive aperitivo, turning shopping into a multi-sensory experience. Not just the launch of a new backpack, but a story to be savored bite after bite: >EAST+WEST<.

Crafted from waterproof recycled nylon and designed with a horizontal structure that speaks of connection and dynamism, >EAST+WEST< perfectly embodies the spirit of ONE-OFF. An accessory for those who seek elegance and practicality, for those who love to move between the present and the future with an insatiable appetite for new and beautiful things.

Beyond the ordinary

DONE! and ONE-OFF share a vision: an obsessive attention to detail and the ability to create something that goes beyond the ordinary, transforming every product and every space into a unique experience. ONE-OFF is not just a retail store—it is a laboratory of style and innovation, a constantly evolving experience, just like DONE!, which tells a story of design, passion, and sustainability with every product.

Brescia thus becomes the perfect stage for an encounter between excellence, where the essence of Made in Italy can be felt in every corner. A partnership that leaves a mark, bringing with it a bold and contemporary vision.

A simple yet revolutionary idea: creating a backpack that is much more than just an accessory. DONE! began its journey in the spring of 2024 with the vision of combining design, functionality, and style, drawing inspiration from people and their lives. Every detail of its products tells a story of curiosity, connections, and movement—because travel, whether physical or mental, is what makes us feel alive and fuels change.

Everything revolves around one concept: DONE! means doing, completing, closing the circle. It’s a philosophy reflected in every creation, designed to meet daily needs with lightness and inspiration. DONE! aims to make every day a little simpler, more functional, yet always stylish.

Beyond the product: the DONE! philosophy

For DONE!, a backpack is not just about practicality. It is a symbol of balance, equality, and openness to the world. Designed in waterproof recycled nylon, these products respect the environment while catering to those who move between East and West, between city and nature, between work and leisure.

DONE! is the perfect companion for those seeking elegance and sustainability, making the present moment more carefree, colorful, and vibrant.

DONE! x Milan Linate Airport

Linate is not just an airport, it is a symbol of movement, a starting and arrival point for travelers on the move for work, love, or passion. DONE! has chosen this iconic location to accompany—literally or even just symbolically—each of you on your journey.

The campaign at Linate is constantly evolving: every visual tells a piece of DONE!’s story, reflecting the style and energy of its audience. The message remains clear and direct: the journey is not just about the destination, but a way of life. DONE! represents those who are always on the move, those who seek practicality without compromising on style, accompanying them on every experience and making every destination unique.