Inside the New Shopping Bag - SUSAN BIJL

SUSAN BIJL’s The New Shopping Bag has been a street icon for 25 years. What began as a clever response to the plastic problem has evolved into a globally beloved design staple. The distinctive two-coloured bag – marked by the diagonal flash – originated in Rotterdam and has since become an international phenomenon.

Inside The New Shopping Bag tells the story of SUSAN BIJL through the voices of its inspiring community. Bursting with colour, it is a tribute to both the timelessness of the bag and the diverse people who carry it, from Rotterdam to Kyoto.

As part of its 25-year retrospective, the book includes
>  (almost) every shopping bag SUSAN BIJL ever made, from 2000 to 2025
> a conversation with Susan Bijl about 25 years of designing bags
> many campaign images by Jan Bijl
> interviews with inspiring users of the bags: Loes Luca, Kim Gordon, Bertjan Pot, Mick Johan, Mette Hay, and many more
> stories and images from behind the scenes—the office, factory, and the people making it all happen
> a closer look at the impact of The New Shopping Bag, written by art historian and nai010 publisher Laurence Ostyn