Rotterdam-based designer Susan Bijl is celebrating the 25th anniversary of her iconic brand, known for its brightly colored, diagonally striped shopping bags. Despite Bijl’s initial reluctance to celebrate, her business partner, Vincent van Duin, encouraged her to acknowledge the milestone. The brand, which started with a single design – The New Shopping Bag – has grown into a global presence with a dedicated team and numerous retail outlets.

Bijl created The New Shopping Bag in 2000 as a sustainable alternative to plastic bags. The design, based on the familiar plastic bag shape, features durable nylon, two handles, and a compact, foldable structure. Bijl admits there was never a formal business plan, but the bag’s popularity grew organically.

Initially, Bijl and Van Duin found it challenging to build a brand focused on minimizing production. They decided to concentrate on perfecting The New Shopping Bag, adding a few complementary designs like shoulder bags and laptop sleeves. Every year, the bags are re-released in new color combinations, carefully curated by Bijl to create tension and visual interest.

Bijl also focuses on the technical aspects of the bags, constantly working to improve their shape, durability, and waterproof coatings. The complex construction of the seemingly simple bags is highlighted in a photo series for the anniversary book, showcasing the many pattern pieces that make up the design.

Bijl remains passionate about her signature bag, and consumers seem to share her enthusiasm. She believes the bag’s enduring appeal lies in its functionality, graphic appearance, and simple design, leading owners to form attachments to their bags and use them for various purposes.

In a recent interview, Bijl shared insights into her personal life, including her love for cooking vegetarian food, admiration for artist David Hockney’s use of color, and her fondness for the TV series “Curb Your Enthusiasm.” She also discussed her appreciation for the music of Yusef Lateef, the architecture of the Louisiana Museum of Modern Art, and the timeless design of Alvar Aalto’s Stool 60. Bijl emphasizes the importance of spending time in nature and engaging in creative activities like drawing to balance her busy work life.

Bijl’s career highlights include launching her brand in Japan, receiving the Deshima Award and Good Design Award Japan, opening two stores in Rotterdam, and collaborating with renowned brands like Hay and Paul Smith.