When you reinvent a product as iconic as a sleeping bag, you’re bound to get some resistance. Such was the experience for Cristóbal Murillo, a Chilean-born entrepreneur who realized the classic camping gear was in need of a redesign.
“When you go camping with a traditional sleeping bag, you feel like a burrito. You can’t move, you can’t do anything,” he said. “I had this idea, ‘what would it be like to create an insulated onesie?’”
Murillo made a few prototypes and launched Selk’bag in 2005: a fully insulated, wearable sleeping bag with arms and legs. It earned early acclaim in Europe and sold well in Chile, but U.S. retailers weren’t convinced.
“I must have heard, ‘it’s cool, but no,’ a thousand times,” he said.
Still, the product started finding fans in the most unexpected places, in gaming communities, at festivals and even to keep customers warm while running errands.
“People were wearing them to walk their dog or take out the trash,” said Murillo. “They had so many uses beyond camping that I’d never considered.”
By 2013, Murillo moved to San Diego to take advantage of the growing U.S. momentum. Launching in the Amazon store became a cornerstone of that plan, ultimately helping turn Selk’bag into a seven-figure brand.
“Amazon gave us the reach to connect with people looking for something different. People who value comfort, innovation, and fun,” he said. “It’s helped us grow beyond what we could have done on our own.”
Murillo relies on Fulfillment by Amazon to pick, pack and ship products across the country, something he said has made it easier for a small team like his to provide the level of service and care his customers expect.
“Fulfillment by Amazon has been huge for us by allowing us to scale without compromising the customer experience,” he said.
Since Selk’bag is such a unique product, Amazon A+ Content allows him to enhance product pages with immersive visuals and rich media, which has been essential.
“Amazon A+ Content has helped us build trust and share our story more effectively to stand out in a competitive category,” he said.
As the brand has grown, Selk’bag has become less about gear and more about lifestyle. Murillo pays close attention to Amazon reviews to understand how people actually wear the product, tweaking features based on real-world use. When early customers complained about difficulty wearing shoes, he introduced detachable booties. When festival-goers asked for more flexibility, he refined the cut, insulation, and mobility. Customer input also led to new colors, prints, and fit adjustments.
“We treat our customers like our crew,” he said. “We’re always listening, learning and evolving with them.”
Even as Selk’bag leaned into fun and self-expression, Murillo was determined to make the product more sustainable. In 2021, he overhauled the entire collection to use 100 percent post-consumer recycled materials, a shift that significantly reduced the environmental footprint of each suit.
“We embrace diversity, inclusivity, and sustainability not just because they matter, but because they define who we are,” he said.
The brand also joined 1% for the Planet, committing a portion of every sale to nonprofit partners, and Murillo is now developing a Selk’bag foundation to support causes that align with the company’s values.
While Selk’bag’s journey hasn’t been easy, Murillo’s grit has paid off. The brand recently launched with REI and MEC and continues to expand internationally.
The biggest surprise, Murillo said, is that Selk’bag has become so much more than a piece of camping gear.
“We’ve seen Selk’bags pop up in viral TikToks, used as Halloween costumes, and worn by DJs at sunrise sets. It’s amazing to watch people make it their own,” he said. “It shows that Selk’bag isn’t just about staying warm. It’s about moving differently, living fully and feeling good doing it.”