How did Telfar’s Shopping Bag become the hottest accessory of 2020?

The COVID-19 pandemic may have caused a devastating impact on the fashion industry, but it didn’t stop brands from launching bags that have made their way onto this year’s favourites list. Some of the noteworthy designs this year include the Gucci Jackie, the Dior Bobby, and the LV Pont 9, but lo and behold, there’s an unexpected contender that has clinched the very top spot, and it’s the Telfar Shopping Bag.

In case you’re wondering, no, the bag doesn’t come in an inventive silhouette nor is it derived from the brand’s rich archives—it’s a simple boxy tote that’s crafted from vegan leather, and it comes with double-strap handles and an embossed logo at the front. So how (and why) did it become so sought-after?

Get to know Telfar (and The Bag)

Before we delve into the reasons behind its popularity, let’s take a step back and get to know more about the brand. Founded by designer Telfar Clemens in New York City in 2005, Telfar is a unisex fashion label that champions the mantra “Not for you—for everyone”, and it has promoted inclusivity before it was a thing.

The Shopping bag, or simply, The Bag, was initially introduced during its Autumn/Winter 2014 show as a “concept”. Models strutted down the runway that featured a larger-than-life bag as the backdrop while toting the mini version, though it didn’t create that much buzz at that time.

In 2017, Telfar won the the CFDA/Vogue Fashion Fund Award and took home the US $400,000 grand prize. One of his first move? Improving the design of the bag, and introduce it in more sizes and colours. The price ranges from US $150 (approximately RM625) for the mini to US $257 (approximately RM1,146) for the largest size—an affordable price point compared to other It-bags of the moment. The arm candy took off, and it was even dubbed the “Bushwick’s Birkin” for its desirability and rarity.

Why is the Telfar Shopping Bag (aka Bushwick’s Birkin) so popular?

Aside from its accessible price tag as mentioned earlier (for context: the largest size is almost half the price of a Jacquemus mini Le Chiquito), one of the reasons why it has enjoyed immense popularity is due to its no-frills design. The boxy shape is timeless, which makes it versatile for everyday use, and it’s easy to pair with any outfit. Its wide range of colour options is undoubtedly one of its charms too. That said, there’s more to it than meets the eye.