“We strongly believe that encouraging customers to shop with reusable bags is the best solution, and this oneoff Anya Hindmarch bag will make it much more appealing for customers to do that. It’s also great news that our 16 million customers will be able to buy an Anya Hindmarch bag as well as helping the environment.”
Justin King, chief executive, Sainsbury’s
The Problem
In 2007 every person in the UK was using an average of 167 plastic bags each year, around 10 billion bags in total.
“We can make it cool to do the right thing – fashion gives people a platform to do that.”
Anya Hindmarch
The Solution
A designer shopping bag that repositioned reusable bags desirable, mainstream and important.
Stats and facts…
“There’s a new must have bag in town.”
Grazia
5 hour queues in Sainsburies stores and 2 hour sell out from Anya Hindmarch’s store
£5 price tag on original 32,000 bags produced, though fakes sold for £500+ on ebay
58% reduction in plastic bags produced by Sainsbury’s in following 2 years
312 million fewer bags and 3,200 tonnes of virgin plastic saved in following year
Kylie Minogue, Mischa Barton, Sienna Miller, Keira Knightley, Lily Allen, Erin O’Connor and Lily Cole were among the celebs that used and loved them.
Team
Research
Comment
I’m Still a Plastic Bag
Our 2007 I’m Not a Plastic Bag project with Anya Hindmarch was, at the time, hugely successful. We applied our product-centric …
Coverage
The Amazing £5 ‘IT’ Bag
Grazia, 6th July 2007
It’s in the bag, Darling
BBC, 25th April 2007
Style with a conscience
Harpers Bazaar, July 2007
Eco Stylish
Vogue, July 2007
Shoulder Responsibility
Harpers Bazaar, July 2007
Hundreds queue for ‘green’ bag
South China Morning Post, 6th July, 2007
Partners
Fashion accessory designer. Anya Hindmarch, MBE, designed the iconic bag and sold it through her stores.
Design agency, created and designed the line “I’m not a Plastic Bag”.
National supermarket chain, stocked the bags throughout the UK.
National supermarket chain, stocked the bags throughout the US.