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In the Bag

In the Bag: Baggu

In the Bag BY erica 11/28/2011

For the holidaze, we’ve put together grab bags filled with treats from up-and-coming lifestyle brands that we heart. Course, the bags are limited-edition—30 for boys, and 30 for girls—and will run you $45. More on all of that here. But we also wanted to give you more info on each of the brands and products we’re featuring—turn this thing into a full-blown lovefest because we’re damn psyched to have the opportunity to work with all of them. 

 

 

The Company: Baggu

 

The Founders: Emily and Joan Sugihara

 

The Story: Gonna go ahead and guess that you have approximately 17 reusable bags—totes you use for lugging groceries and god knows what else, day-in and day-out. But I’m also willing to bet that not of them are as striking or utilitarian as Baggu’s. When dreaming up the line that they unveiled in 2007, the mother-daughter team had a lot of needs to meet: Joan lives in CA and does her hauling by car (requirement: lots of bags for little money), and Emily is in NY, doing her shopping last-minute by foot (requirement: a compact design she can toss in her purse). Oh, and both have design degrees, so giving their totes, rucksacks, and pouches a killer look was a non-negotiable.

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