SEVENTEEN LONDON was founded in 2017 by Laura & Oliver. When living in London, they wanted to find a functional backpack for their two daughters that could be used throughout their school life, while still showing off their individual styles and personalities. When Laura & Oliver couldn’t find a design they liked that was also cruelty-free, they decided to create one themselves. The brand developed their first few products by mid-2018, and has been growing ever since.