25 years of thoughtful design

SUSAN BIJL’s The New Shopping Bag has been a street icon for 25 years. What began as a clever response to the plastic problem has evolved into a globally beloved design staple. The distinctive two-coloured bag – marked by the diagonal flash – originated in Rotterdam and has since become an international phenomenon.

Inside The New Shopping Bag tells the story of SUSAN BIJL through the voices of its inspiring community. Bursting with colour, it is a tribute to both the bag’s timelessness and the diverse people who carry it, from Rotterdam to Kyoto.

Featuring interviews with people who inspire us—Loes Luca, Kim Gordon, Bertjan Pot, Experimental Jetset, Mick Johan, Mette Hay, and many more.

A book about a bag, but mostly about everything around it.

Inside you’ll find:

• a personal conversation between Susan and Sara Berkeljon about 25 years of designing, bags, and life in general
• an image of every shopping bag we’ve ever made, from 2000 to 2025
• hundreds of campaign images by Jan Bijl
• over 40 interviews with people who inspire us and who have been long-time customers of the brand, including Loes Luca, Kim Gordon, Bertjan Pot, Experimental Jetset, Mick Johan, Mette Hay, and many more
• a photo series by Scheltens & Abbenes, created especially for this book
• an overview of all our collaborations with artists and brands
• a closer look at the impact of The New Shopping Bag, written by art historian Laurence Ostyn
• stories from everyone who works at SUSAN BIJL
• the SUSAN BIJL vocabulary — a guide to the key elements of the brand
• an index of every product we’ve ever made
• a behind-the-scenes look at our office, our factory, and the people who make it all happen