Brevitē has announced two interesting bags, the Rolltop and the Rucksack. Designed to minimize the appearance of being a camera bag with expensive gear inside, they offer a great alternative if you're looking to be a bit more discreet or fashionable.
Sometimes, we don't want a camera bag that screams: "Look at all the really expensive gear hanging off my back!" Brevitē recognized this and created the Rucksack and Rolltop, which look more like fashionable backpacks than they do dedicated camera bags. The advantage is both having a more mainstream than specialized look and protection from potential theft, something I definitely appreciate. Both bags come with a removable camera system, allowing them to transform into normal bags as well.

The Rucksack

The Rolltop

The removable protective system
It looks like a cool bag at a decent price. I've been looking for a smaller bag that doesn't look like a photo bag but the majority of them seem to be hundreds of dollars and don't seem worth the price tag.
great looking bag but they should have done the opening at the back, much safer...
Just got my rolltop bag on Friday. Edges are already frayed and there are clear issues with manufacturing defects. I wouldn't recommend any working pro or anyone with pro gear buying this. Also, they don't cover shipping on returns.