NEW PUBLICATION

BAGGU: Hold Everything, 15 Years

Edited by Laura Serejo Genes, Emily Segal. Text by Emily Sugihara, Ellen Vanderlaan. Afterword by Emily Segal.

Designers Emily Sugihara, her mother Joan Sugihara and Ellen Vanderlaan started BAGGU in 2007 because they wanted a reusable bag that was functional, affordable, durable and nice-looking. When they couldn’t find one, they decided to make their own. The result was the now ubiquitous Standard Baggu. In the 15 years since, the BAGGU line has expanded to include various bags and everyday accessories, and has become known for its ever-changing assortment of seasonal prints. But their design philosophy remains the same—function, value, longevity and delight—with the aim of making affordable, quality products as pleasing as they are pragmatic.
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