Johan Wahlbäck, founder of several famous brands, had already in 2004 an idea to develop a modern and global brand he felt he could strongly identify with. In summer of 2008 Johan came in touch with Daniel Roos, at the time a freelance art director. Together they continued working on the concept and on developing the idea further. During 2010 they developed and launched a range of products under the brand name Urbanista. With focus on design, color and mobility, Urbanista offers well-crafted products that simplify life in the big city. Urbanista’s mission is to provide functional, modern and well-crafted tools to simplify and make life a bit easier in urban environments around the world.