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

Japan: National Azabu

Currently: UK: Waitrose, Asda, Co-op, Tesco, Morrisons

Hong Kong: city’super, city’super AIRSIDE

Japan: National Azabu, Seijo Ishii, Meidi-Ya

Coming soon: TASTE, Hong Kong

The Universal Bag at TASTE, Hong Kong

Our latest Universal Bag launches at TASTE, Hong Kong on April 5th 2024, at 21 stores.

Follow us on Instagram to be the first to hear updates to the Universal Bag project.

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.

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