the over-consumptification of baggu
got myself a new Baggu reusable bag because it has cute deers on it
Welcome to Flop Era, a digital platform where I muse on pop culture, cultural trends, and all things Gen Z. Today, I am resisting the urge to buy more Baggu bags.
It was a Tuesday afternoon when I got a frantic text from a friend that the Baggu collaboration with designer Sandy Liang finally dropped. For many days, the collab was the talk of all the fashion girlies and Baggu lovers on social media. TikTok videos about the collection have raked up hundreds of thousands of views.
Baggu, a reusable bag company, launched back in 2007 with the simple mission of sustainability and ethically-sourced material and labor. Fast forward to almost 20 years, the brand has developed a devoted following, quickly expanding to making totes, laptop sleeves, and its viral crescent bags. I didn’t become aware of Baggu until college. The fun prints and designs captivated me.
At the time of writing this, my Baggu collection consist of six reusable bags and two tote bags. I mainly use the reusable bags for groceries, although one could argue that a person doesn’t need six bags for groceries. I was then enchanted by Baggu’s duck bag, snagging myself the brown cow print tote bag (which is very brown cow stunning). And I became captivated by their cloud blanket and grass cooler bag, impulsively buying them.
Lately, it seems like Baggu has constantly been releasing new prints of reusable bags. It’s been overwhelming to follow around. Over the years, the company partnered with artists, designers, and art institutions to release limited edition products. Baggu has taken Gen Z’s closets by storm (as much as it pains me to acknowledge, The New York Times recently covered Gen Z’s adoration with Baggu). Baggu stans are collecting every print and accessory the company releases.
Even as Baggu continues to release new prints, it does seem like the brand is still staying true to its mission: not wasting material by releasing products using deadstock prints and continuing its ethical labor practices. As consumers, we have to stay conscious about how much Baggu products we are consuming. Do we really need that newly-released reusable bag because it has a cute design?
With the announcement of the Sandy Liang collaboration, it seems like Baggu has reached its peak. Immediately after I saw my friend’s text, I went straight to Baggu’s website. Everything but two products were sold out: the medium canvas tote and large reusable bag. In a way, I felt pressured to buy something. Its exclusivity and namesake collaboration gave me a sense of urgency to be part of the coveted lucky few.
I did end up buying the canvas tote bag. When it arrived, I didn’t get that instant sense of gratification I had when I placed the order. Despite bearing Sandy Liang’s name, the bag honestly wasn’t that special. Most importantly, I did not need it at all. I had so many tote bags piled in my room. Thinking back to Baggu’s core mission and statement, I ended up returning it.
Fast forward to a few weeks later on a Wednesday morning, I’m on my laptop refreshing the Baggu website quite literally 2,000 times waiting for the Hello Kitty collaboration to drop. However, the drop was kind of a disaster as Baggu never gave a time it’ll release the line. Like many other shoppers, I was frustrated by prolonged wait for the release. I eventually gave up. I believe this is a sign from the universe forcing me to ponder the same question I had about the Sandy Liang collab: Do I really need this?
media of the month
Shows, movies, and books I’ve recently enjoyed and recommend:
📺 Heartstopper (season 2)
🎥 10 Things I Hate About You, Bottoms, D.E.B.S, Lady Bird, Summer of 85
📖 Cursed Bunny by Bora Chung, Sirens & Muses by Antonia Angress
add me on goodreads and letterboxd