Susan Bijl

In the year 2000, Susan Bijl set out to create a bag. As a student of Rotterdam’s Willem de Kooning Academy, she wanted to design one that would render all others obsolete. That bag is The New Shopping Bag. Born partly from the idea of reducing the waste involved with the production of plastic bags; and partly from the ‘less is more’ Dutch design philosophy, The New Shopping Bag was an instant hit amongst friends, fashion-lovers and designers alike.

From 2012 we slowly started to broaden our collection with new designs. For each new item we design, we look for products we really want to use ourselves on a daily basis. With this concept, we introduced products such as The New Pouch, The New Backpack, The New Bum Bag and The New Raincoat.

All our products are crafted from Bluesign®-certified ripstop nylon. Not only is it strong and durable, but it can hold a great amount of weight. Using fabric made under the Bluesign-certificate eliminates harmful substances from the manufacturing process. It sets and maintains standards for products that are both safe and environmentally-friendly.