BAGGU
BAGGU is an American bag brand founded in 2007 by Emily Sugihara, her mother Joan Hall Sugihara and family friend Ellen Van Der Laan. It is best known for its reusable nylon shopping bags, alongside casual bags, accessories and home items.
| Founded | 2007 |
|---|---|
| Founders | Emily Sugihara, Joan Hall Sugihara, Ellen Van Der Laan |
| Signature product | Standard reusable bag |
| Stores | Five (2025) |
| Website | baggu.com |
What is BAGGU?
BAGGU is a United States brand that began in 2007 with a simple reusable shopping bag. It was founded by Emily Sugihara, her mother Joan Hall Sugihara and family friend Ellen Van Der Laan.
Products and positioning
The flagship reusable bag remains central to the brand, and the range has broadened to include:
- Casual bags and accessories
- Leather bags, first released in 2011, and a composite leather line launched in 2025
- Picnic blankets and bag charms
Materials include ripstop nylon (the original bag is 40% recycled), recycled leather and recycled polyester.
Distribution
BAGGU sells through its own website, five stores as of 2025 and wholesale partners. It is known for an extensive collaboration programme with designers, retailers and licensors, including Sandy Liang, Collina Strada, Molly Goddard, J.Crew, West Elm, Sanrio, Disney and Major League Baseball.
Why it matters
BAGGU turned a basic reusable bag into a recognisable design product, using colour, prints and collaborations to build a loyal following and grow into a wider accessories brand.
Frequently asked questions
Who founded BAGGU?
BAGGU was founded in 2007 by Emily Sugihara, her mother Joan Hall Sugihara and family friend Ellen Van Der Laan.
What are BAGGU bags made of?
BAGGU's original reusable bag is made of ripstop nylon that is 40% recycled, and the brand also uses recycled leather and recycled polyester.