Has anyone else’s TikTok page been saturated with lifestyle influencers with BAGGU bags all of a sudden? Mine has. If you’re unfamiliar with BAGGU, you may recognize these pictures below.
About BAGGU
BAGGU’s mission is to make “simple, playful things for everyday living”. From cross body bags to reusable shopping bags to laptop cases, BAGGU creates high quality products that are stylish, durable, and environmentally friendly. In fact, they state that sustainability is a large part of their company values. Naturally, I had to do a little bit of digging into whether the brand is actually sustainable. To be a sustainable consumer and not fall for greenwashing schemes, I think it is important to take the initiative to research the brands you choose to support and to remain critical.
Sustainability starts with design
In class, we discussed how the sustainability of a product often starts with design. BAGGU products are designed for longevity which is one way to make a product more sustainable. By prioritizing quality and timelessness, BAGGU’s products can have a longer life span which prevents consumers from continuing to purchase. Their products are also designed to minimize material waste. For instance, their reusable bags are made with one continuous piece of fabric to minimize waste. The fabric waste that is created is actually reused to create their “Deadstock” line – patchwork-like products that are made with leftover fabric.
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So, is BAGGU actually sustainable?
While BAGGU products may be made with sustainability in mind, I can’t help but wonder if the TikTok trends with BAGGU products actually encourage increased consumption which arguably defeats its sustainability mission. For example, there are many TikToks with people showing their huge collection of BAGGU reusable bags and how they purchase another bag every time something new drops. This behaviour actually reminds me a bit about fast fashion and how companies drop new items very frequently to encourage consumption.
However, I still believe that BAGGU is a better choice than most companies if consumers were needing to purchase a bag. BAGGU products are more sustainable than mainstream brands as they are made with lower impact fabrics, their designs are primarily timeless, and most importantly, their products are built to last which can reduce consumption.
What do you think about BAGGU? Feel free to leave a comment below!
janhavi tibrewal
April 16, 2023 — 12:51 pm
Hi Cherry,
As an avid TikTok user, I too was influenced by how BAGGU has suddenly taken over my “For You” page. While I appreciate that BAGGU’s mission is centred on sustainability and I agree that their design choices align with this goal. However, I do agree with your concern about the trend of collecting multiple BAGGU bags which could lead to increased consumption. I think the TikTok trend of it drowns the sustainable mission behind the brand and that’s where I think the company needs to draw a line reiterating its mission instead of moving towards a mass production/consumption model. Seeing the BAGGU bags in Urban Outfitters makes me feel like they’re leaning toward the fast fashion model. Nonetheless, I do think that BAGGU is a better option than most mainstream brands, and their products’ longevity makes them a more sustainable option for those who need to purchase a bag.
Defne Sokullu
April 17, 2023 — 11:38 pm
Your blog interests me as I enjoy watching TikTok and seeing these bags everywhere. Before seeing these become popular online, I would see these bags on some people who used them as an alternative to single-use plastic bags. With its TikTok debut, it’s everywhere, including some fast fashion websites. It also raises questions about its brand meaning. However, Baggu makes visually enjoyable bags for people to use reusable bags more often and can easily carry them around. I also agree that Baggu is still a great alternative to other brands. I would like to hear your thoughts on what they could do with what they created with their TikTok popularity.