The Universal Bag

The Universal Bag is the next generation of reusable bag, intended to tackle a range of sustainability problems in one: a desirable, durable, reusable, 100% recycled and 100% recyclable tote bag for everyone to take everywhere, for everything.

Designed by Anya Hindmarch and made by Solent Group, the Universal Bag includes multiple collaborations across supermarkets, each working with us on their own unique design and colour which they will sell exclusively in their stores.

Previously: UK: Sainsburys, Selfridges Foodhall

Currently: UK: Waitrose, Asda, Co-op Hong Kong: city’Super

Coming soon: Japan: National Azabu

The Universal Bag At National Azabu, Japan

This week, our first Universal Bag in Japan launches at National Azabu. The bag will be available at three National Azabu stores across Tokyo from 21st April 2023.

The Next Generation

In the years since our projects I Am Not A Plastic Bag and I Am A Plastic Bag, use of single-use plastic bags has reduced dramatically. But it’s not enough. Many reusable bags get forgotten under the kitchen sink, used only a few times, or even thrown away, as it’s tricky or impossible to recycle them. As a more considered purchase, The Universal Bag is intended to inspire a reuse mindset. Its recycling mechanism – an innovative built-in returns pouch – prevents contamination and ensures 100% recyclability. It is also made from 100% recycled materials and is guaranteed to carry your shopping for 10 years.


For any further questions, please visit the retailers’ respective websites.