Rotterdam-based designer Susan Bijl is celebrating the 25th anniversary of her iconic “New Shopping Bag,” a sustainable alternative to plastic bags that has gained international recognition. The brand, known for its durable and colorful nylon bags featuring a signature diagonal stripe, has grown from a small operation into a global brand with a dedicated team and a wide network of retailers.

Despite the success, Bijl, who prefers to stay out of the spotlight, almost let the anniversary pass unnoticed. It was her partner, Vincent van Duin, who encouraged her to celebrate the milestone and appreciate their accomplishments.

The “New Shopping Bag” was born out of Bijl’s desire for a more environmentally friendly shopping bag. Its design is based on the classic plastic bag shape, made from lightweight, strong, and foldable nylon. Bijl and Van Duin initially found it challenging to build a brand around a single product, but they focused on perfecting the design and creating a product that people genuinely enjoyed.

Each year, the bags are re-released in new color combinations, showcasing Bijl’s unique eye for unexpected pairings. She seeks tension between colors, creating combinations that are anything but ordinary. Beyond aesthetics, Bijl is constantly working to improve the bag’s technical aspects, such as its shape, durability, and waterproof coatings.

Even after 25 years, Bijl remains passionate about the bag, and customers continue to appreciate its functionality, graphic design, and simple appeal. Owners often develop an attachment to their bags, taking them on various adventures.

Bijl finds inspiration in various aspects of life, including vegetarian cuisine, the art of David Hockney, the humor of “Curb Your Enthusiasm,” and the music of Yusef Lateef. She also values spending time in nature and finds peace in the De Kwade Hoek nature reserve.