“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.”


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.







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



anyahandmarchFashion accessory designer. Anya Hindmarch, MBE, designed the iconic bag and sold it through her stores.

antidoteDesign agency, created and designed the line “I’m not a Plastic Bag”.

sainsburysNational supermarket chain, stocked the bags throughout the UK.

whlefoodsNational supermarket chain, stocked the bags throughout the US.