A tote bag is one of the least considered things you own and one of the most visible.
It goes everywhere. The market, the office, the train, the friend’s place you’re staying at for the weekend. It sits on the floor at your feet in meetings and hangs off your chair in cafés. More people see it in a week than see the inside of your home in a year.
Which makes it a strange thing to leave to chance.
Most people carry whatever they were handed at a conference, a bookshop, a brand activation they’ve half forgotten. Functional, inoffensive, present by default rather than by choice. The bag equivalent of a white wall with nothing on it.
Choosing what you carry is a small decision that compounds. An image you actually like, something that caught your attention for a reason you couldn’t fully explain, ends up being something you notice every time you reach into it. It doesn’t need to mean anything to anyone else. It just needs to mean something to you.
That’s not so different from what goes on a wall. The same logic applies. Not decoration, not branding. Just a quiet decision about what you want around you when you move through the world.
— Studio Ninette, designed in Belgium.