Giant Loop Overhauls the Engine

The original “go-light” brand gets stripped to the frame and rebuilt with a sharp new identity and next-gen products.

Giant Loop, the Bend, Oregon brand that defined the rack-less luggage segment, is getting a full factory overhaul. On September 3, 2025, its Swedish parent company, USWE Sports AB, unveiled a redesigned Giant Loop brand, a new website, and the first wave of next-generation products.

For riders who have trusted GL’s systems for years, this overhaul digs deep into the core components. USWE is systematically re-engineering the entire product platform, rebuilding the proven design from the foundation up. The move is intended to sharpen the brand’s visual system and clarify its purpose-built design. As USWE CEO Jacob Westerberg put it, the goal is for riders to “immediately feel the step-up in durability, usability, and style”.

This is a strategic move. USWE is known for its “on-body” No Dancing Monkey® harnesses (the gear that bolts to the rider). They are now positioning Giant Loop as the dedicated “on-bike” solution (the hardware that bolts to the machine).

What This Means for Your Kit

The real news for ADV riders is the hardware. The update introduces tougher materials and smarter construction. Think of it as the difference between a stock skid plate and a 4mm aluminum bash guard.

Mike Torvik, General Manager for Giant Loop LLC, confirmed that “every touchpoint has been reconsidered”. Riders can expect “tougher textiles and reinforcements” (think better armor), “streamlined closures” (like a quick-shifter for your bags), and “cleaner, more modular attachment points” (less strap-mess, more factory fit).

This first wave of updated products includes core staples of the GL line:

• Tank Bags: Including the low-profile Diablo.
• Handlebar Bags: Like the streamlined Zigzag pocket.
• Dry Bags: Notably the Possibles Pouch 3.5L modular bag.
• Rack-less Luggage: Featuring the updated Mojavi Rackless 12L system.

Still the Go-Light Pioneer

While the look is new, the bike’s geometry hasn’t changed. The core philosophy remains. Giant Loop, founded in Bend back in 2008, built its name on that first horseshoe-shaped Saddlebag, a design that (like a boxer engine) was purpose-built to keep weight low and tight for better handling. That DNA remains.

The brand continues to stand for rugged, lightweight gear and still rallies riders around the original motto: “GO LIGHT. GO FAST. GO FAR.”.

The new brand system and website are live as of September 3, 2025. The updated products are rolling out globally through Giant Loop dealers and online starting now.