Madi McCool was driving through downtown Philadelphia in the summer of 2020 when she came across something intriguing: a stylish reusable cloth mask. It was adorned with a captivating daisy pattern in shades of baby blue, orange, and white. Immediately captivated, McCool embarked on an internet search to track down the mask. She discovered that it was made by Baggu, a brand primarily known for its reusable bags. McCool purchased a set of three masks and soon found herself buying Baggu bags as well. She now estimates that she owns around 100 bags, which bring her a great deal of joy.
Baggu is currently experiencing a surge in popularity, particularly among Generation Z, thanks to TikTok. The platform is filled with self-proclaimed “Baggu girlies” who share their adoration for the brand. A quick search for “Baggu” on TikTok will reveal hundreds of videos with over 130 million views combined. The brand’s presence extends beyond the online realm, as you’re likely to spot Baggu bags while exploring farmers’ markets or relaxing in public parks. Their distinct prints can be found on blankets, coolers, towels, and even tents, making them instantly recognizable.
Baggu’s founder and CEO, Emily Sugihara, reflects on the brand’s humble beginnings. It started with just three people: Sugihara, her mother, and her childhood best friend. Over the years, the team has grown, but they still maintain a smaller size than one might expect. Sugihara, who has always possessed an entrepreneurial spirit, studied economics and fashion design before launching Baggu. The idea for the brand emerged when they noticed a demand for affordable and appealing reusable bags. Their decision to manufacture the bags in China was driven by cost considerations, as local production was pricing out most customers. However, they ensured the bags were produced ethically by partnering with a manufacturing agent who adhered to a strict code of conduct.
Baggu’s breakthrough came in 2007 when they received widespread recognition after being featured in Teen Vogue. Teenage girls formed the brand’s initial customer base, drawn to its affordable price point, customizable color options, and commitment to sustainability. Today, Baggu has found a new audience in Gen Z, who discover the brand through TikTok. Videos showcasing the contents of Baggu bags garner millions of views, with many fans excitedly displaying their keys, wallets, hand sanitizers, and even Jimmy John’s subs. Oftentimes, these videos reveal additional Baggu accessories and neatly folded reusable bags stored within.
Unlike many other brands, Baggu does not pay or collaborate with creators for affiliate links or partnerships. However, they occasionally send free products to loyal customers who share their dedication to the brand on social media. For example, Madi McCool has received several boxes of free Baggu products for her TikTok videos featuring the brand. Baggu’s appeal extends beyond its products; it represents a lifestyle of reuse and environmentally-friendly choices that is both simple and stylish.
Baggu’s affordability is also a significant factor in its popularity. Its standard reusable bag currently retails for $14, making it accessible to cost-conscious shoppers, particularly among the younger generation. Retailers like the MoMA Design Store quickly embraced Baggu, contributing to the brand’s longevity. Its steady growth is attributed to a deliberate choice to maintain a slow and steady pace, ensuring that the team can weather leaner times without letting go of any employees.
The onset of the pandemic in 2020 presented challenges for Baggu as stores closed and web sales declined. However, the company pivoted to produce masks and initiated a successful Earth Day promotion. They managed to keep their entire team employed throughout the year by making necessary expense cuts. By the end of 2021, they ceased mask production. Although Baggu has sold millions of its original bags since its inception, the company prefers not to disclose specific figures. Currently, the Baggu team consists of around 90 members and continues to operate and expand with three brick-and-mortar locations in New York and San Francisco.
Baggu’s wide appeal is evident in the experiences of individuals like Kate Lindello, founder of the fashion resale site Noihsaf Bazaar. Lindello’s journey with Baggu paralleled her life, from her pre-motherhood love for the standard Baggu bag to discovering a canvas Baggu backpack, which proved handy for carrying diapers, bottles, and snacks. Additionally, 23-year-old Angeles Macuil established a Baggu appreciation Facebook group, which quickly amassed over 2,400 members. The group serves as a platform for members to buy, sell, and trade Baggus, as well as share their daily Baggu selections. However, Baggu’s popularity has not been without its detractors, as some critics question the environmental benefits of owning multiple reusable bags.
Nevertheless, Baggu continues to thrive with its captivating designs and commitment to sustainability. Its affordable pricing, coupled with its appeal to multiple demographics, from mothers to tweens, has solidified its position as a beloved brand. With a loyal customer base and a strong presence on social media platforms like TikTok, Baggu looks set to flourish in the years to come.
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