Baggu, a 16-year-old brand best known for its lightweight, foldable totes, is all over TikTok, where Gen Z fans are driving renewed interest.
Madi McCool was driving in downtown Philadelphia in the summer of 2020 when she first spotted it: A reusable cloth mask that was actually cute. It was baby blue, orange and white, with a distinctive, bold daisy pattern. It caught her eye immediately.
“Baggu started with one product and three people: me, my mom and my childhood best friend,” Emily Sugihara, 40, Baggu’s founder and CEO, wrote in an email. “After 15 years of slow and steady growth, we are a much bigger team now, but still smaller than you might imagine.” “There’s been many waves of people being conscious about environmentalism,” she said, adding that 2007 “was another moment of a new generation of people kind of waking up to the fact that we’re, as a society, making some ridiculous choices.”
TikTok videos of the “what’s in my Baggu” variety are wildly popular, fetching up to 2.7 million views, as fans pull out keys, wallets, hand sanitizer and even six Jimmy John’s subs. And often, there will be more Baggu accessories inside: sunglasses cases, tablet sleeves, organizational pouches and even more reusable bags, neatly folded and ready to be deployed.
There is the matter of price, too: Today, Baggu’s standard reusable bag costs US$14, a major factor in its popularity – and accessibility – among a young generation of shoppers for whom cost is a major consideration when making purchases.A post shared by BAGGU
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