Anya Hindmarch’s new tote is the ultimate sustainable statement
After the success of her ‘I’m Not A Plastic Bag’ tote in 2007, Anya Hindmarch is back with a new printed edition titled ‘I AM A Plastic Bag’, made from recycled plastic bottles
If you want to master on-trend sophistication while making a fashion statement that matters, look no further than Anya Hindmarch’s latest tote, which aims to raise awareness around the circularity of materials. “More than eight million tonnes of plastic goes into the planet’s oceans each year; let’s try to use that rather than making more,” says Hindmarch.
The British designer made her first foray into sustainable slogan bags back in 2007, with her hugely successful canvas tote that read ‘I Am Not A Plastic Bag’. The piece was an instant hit with a fashionable and eco-conscious audience worldwide – launching in the US, Japan and Taiwan, following its debut in the UK, demand escalated as the project traveled. The popularity of the 2007 edition may have something to do with its attention-grabbing slogan, which Hindmarch believes “adds an element of humor, and therefore starts a conversation.”
This season’s ‘I AM A Plastic Bag’ – with a design inspired by a blocky graphic from the designer’s archive – has two aims, explains Hindmarch: “reusing materials and saving them from landfill and prompting people to think and change their behavior. Fashion is an amazing platform for that.”
Each of the latest tote bags has been crafted out of 32 plastic bottles, which are transformed into pellets that are melted to form a yarn prior to being meticulously woven to create a cotton-canvas-like feel. Hindmarch and her team have been fastidious about the details to ensure that both the materials and processes used in the creation of this ethical, must-have accessory are as eco-conscious as can be.
The recycled plastic coating – which took two years to develop – adds a sophisticated sheen, while simultaneously protecting the bag from the elements. It is made in Taiwan, which is the world leader in recycled-fabric innovations, and the only country where this finish is currently produced. Meanwhile, the leather, used for the seams and the handle, is sourced and tanned in Italy, and the bags are pieced together in a Florentine workshop to ensure each one is crafted to the utmost quality.
Built to last, and chic enough to be passed down as a family heirloom, Hindmarch has eternity, not seasonality, in mind. “This bag is designed to never be thrown away. It’s for people who love beautiful things, who also care about how they are made,” she says. Wondering how to style this ultra-versatile bag? Look to our clutch of Net Sustain designers for an outfit that is eco-consciously considered from head to toe. GmbH’s organic cotton midi dress will provide the perfect contrast to the bold, blocked print. Alternatively, pair it with Goldsign’s denim culottes and ribbed-knit tank top, plus a pair of Veja’s vegan leather sneakers, for a low-key look. Whatever you choose to wear with it, this bag is guaranteed to turn heads and spark conversations. What a fashionable way to join the movement.