This backpack sells out every Wednesday at 3 p.m. — here’s why it’s a new cult favorite

The hottest new “It” bag isn’t from Gucci or Telfar — it’s a $270 rucksack.

Every Wednesday at 3 p.m. ET, the Ultra Dragonfly backpack from ULA Equipment is restocked for a brief time before quickly selling out and the “buy” button vanishing.

The lightweight pack from the recreational gear retailer has soared in popularity among outdoorsy folks and jet-setters who prefer to pack light.

Weighing just 30 ounces, the Ultra Dragonfly, made with specialty fabrics, can hold up to 30 pounds of stuff and fit comfortably underneath the seat as an airplane carry-on. Like all of ULA’s American-made gear, the Ultra Dragonfly is designed and manufactured at the company’s Logan, Utah, location and rings in at much less than its competitors.

“The price point that we keep the bag at is very competitive against the market — even the import brands,” the brand’s marketing manager Garrett Martin told The Post.

The backpack has gone through many iterations since it was first introduced in 2022 thanks to customer feedback, since the smaller company, which manufactures the gear in-house, can “pivot fairly quickly” with changes, he explained.

“I think that’s pretty exciting for people,” he said.

In the subreddit r/OneBag — a forum for hikers and travelers who cram their belongings for trips into, you guessed it, one bag — users tout the Ultra Dragonfly as the “best bag I own” and announce when the coveted pack is back in stock.

“It’s been pretty cool to see a new community arise out of it. We’re used to backpackers that are prepared to sell all their belongings and live in the dirt for half a year,” said Martin, adding that the community of “Onebag” enthusiasts “keeps us on our toes.”

For those who could get their hands on an Ultra Dragonfly pack, ULA “thrives on hearing” where people take their beloved backpacks, he added.

“It’s pretty rad to get to serve a robust community and kind of live through them sometimes when we’re in the office and not on an adventure of our own,” he said.

Mike, who purchased a backpack last year, was able to successfully add an Ultra Dragonfly to his cart during a break from work, receiving the bag in a matter of days. But for the unlucky few who couldn’t snag one, the bags go for nearly three times the price on eBay.

The exclusivity of the Ultra Dragonfly has undoubtedly generated more buzz for the bag, although ULA swears the limited availability was not a marketing ploy. Rather, the Utah-based operation is churning out as many bags as possible alongside other popular styles they offer.

“We’re essentially maxing out production capacity every week between the Ultra Dragonfly and other packs we have,” Martin told New York Magazine’s The Strategist.

“Once they’re built and ready to ship, that’s when we release them on Wednesday. We don’t do a wait list because it would create too much of a lead time for our other products. We think it’s the fairest way to do it.”

On Instagram, ULA warns its loyal customer base that the Ultra Dragonfly, which retails for $269.99, packs “sell out very quickly” ahead of the weekly drops as they “navigate the demand” for the buzzy rucksacks.

However, the high demand is par for the course at ULA. The company’s Circuit bag is “the most popular backpack on the Pacific Crest Trail and the second most popular on the Continental Divide Trail,” Martin told The Post, referencing the Halfway Anywhere Thru-hiker survey.

“Being a Cut + Sew shop and made in-house has caused some growing pains but we’re pretty conscious about sustainable growth so that’s kind of how we choose to move forward and manage things,” Martin told The Post. “We’re actively trying to make our systems more efficient to be able to keep up with things.”

Currently, the backpack is sold out — typical for a Thursday — but you can try scoring one next Wednesday — at 3 p.m. sharp.