Susan Bijl

Susan Bijl is a brand that has made a significant impact in the world of sustainable fashion and design. The journey of Susan Bijl began in the year 2000 when Susan, a student at the Willem de Kooning Academy in Rotterdam, set out to create a bag that would challenge the ubiquity of single-use plastic bags. Her vision was to reduce waste and introduce a product that could be used repeatedly without losing its appeal or functionality. The result was The New Shopping Bag, a design that took inspiration from the classic shape of the plastic bag but enhanced it with deeper side creases to add volume and functionality.

The material chosen for these bags was ripstop nylon, a fabric known for its durability, lightweight nature, and the variety of colors it comes in. This material gave the bags a unique feel, almost paper-thin to the touch, yet incredibly strong. An iconic feature of Susan Bijl's bags is the 'Flash', a diagonal stripe that not only adds a contrasting color but also symbolizes a positive upward direction. This design element has been a constant on every bag since its inception.

In the early days, Susan Bijl herself sewed hundreds of bags in her studio in Rotterdam. The business soon became a family affair when her husband Vincent joined her. Together, they refined The New Shopping Bag, and it wasn't long before the bag gained popularity among friends, family, and pop-up stores. The design caught the attention of the press and boutiques worldwide, leading to its availability in prestigious stores like Paul Smith in the UK and United Arrows in Japan.

Over the years, the brand has expanded its collection beyond The New Shopping Bag. With a philosophy of 'quality over quantity', Susan Bijl introduced new items like The New Pouch, The New Backpack, The New Bum Bag, and The New Raincoat. Each product is created with the same dedication to minimalistic and functional design, from the first sketch to the last stitch.

Now, more than two decades later, Susan Bijl has released twenty-five collections and has grown into a brand that is recognized globally. The brand's commitment to community and collaboration is evident in its partnerships with artists and institutions that resonate with its values. These collaborations have included work with Boijmans Van Beuningen, HAY, the city of Rotterdam, International Film Festival Rotterdam, and a host of Dutch designers.

The brand's appeal has reached a worldwide audience, with The New Shopping Bag being offered in over 600 variations. From Scandinavia to Australia, the enthusiasm and loyalty of customers have helped spread the message of sustainable and conscious consumerism that Susan Bijl stands for. The brand continues to creatively expand, driven by a strong love for design and a mission to offer products that are not just aesthetically pleasing but also purposeful and long-lasting.