Bagging Attention: The Enduring Appeal of the Branded Tote

Branded tote bags have become more than just a fashion accessory. They are a cultural phenomenon, a status symbol, and, for many of us, a daily essential. From luxury labels to grocery stores, these simple, reusable bags are everywhere, carrying with them a deep connection to sustainability, style, and the brands we align ourselves to. At its core, the tote bag is the epitome of practicality. Its spacious interior can carry everything from groceries to gym clothes to your latest literary read. It’s one of the few items you can never have too many of, because you never know when you might need one.

Functional history

The tote bag didn’t always have the cultural cachet it enjoys today. LL Bean is credited with inventing the first tote in the 1940s as a functional product designed to carry ice in the days before mechanized refrigeration.

Originally called the “ice carrier” this bag was made with a water-resistant canvas so blocks of ice could be taken from the car into the house without leaking all over the floorboards. In 1965, as fridges became more ubiquitous, LL Bean reimagined its ice carrier in multicolored designs for everyday use, giving birth to the instantly recognizable “Boat and Tote” bag.

Fashion takeover

It wasn’t very long before the high fashion world started to pay attention to the tote. In the 1960s, Coach co-opted the design with their leather Cashin Carry tote, a portmanteau of “cash” and “carry” because the design included a pocket for your wallet.

These days the tote is a staple in the luxury realm. Most notably, Marc Jacobs capitalized on the trend, using his branded “The Tote Bag” as a more accessible entry point into the designer label.

Other eye-catching haute couture interpretations of the carryall include Loewe's foldable puzzle tote, Issey Miyake's signature triangular-styled vinyl tote, and Dragon Diffusion's buffalo calfskin fishnet tote. These bags transcend utilitarian purpose to become a blend of high fashion and function.

Status symbols

New York bookstore Strand was one of the first retailers to adopt the branded tote as an alternative to paper bags. Nowadays, branded totes serve as status symbols and walking mood board for the brands we endorse, whether it’s your favorite local bookstore or your local farmers’ market.

The New Yorker totes might indicate intellectual sophistication. A Mubi tote is a badge of honor for the arthouse cinephile. Celebrity endorsements of Daunt Books’ £15 tote from the likes of Keira Knightley, Emily Ratajkowski, and Benedict Cumberbatch have made the British bookstore famous around the world.

Sustainability

As sustainability becomes a growing concern for many consumers, the tote bag – often made from cotton, jute, or recycled materials – has become a symbol of eco-consciousness.

Specialty grocers like Erewhon, Trader Joe’s, or Whole Foods all have their own highly sought-after iterations. By choosing a reusable tote over single-use plastic bags, consumers are supporting the broader sustainability movement and, invariably, saving money by avoiding the need to buy single-use plastic bags.

Totes for every label

The beauty of the branded tote lies in its adaptability. From high-end fashion houses to everyday retailers, brands across all industries have embraced it. JW Anderson is known for its imaginative graphic design totes on simple canvas backgrounds, as is the bag specialist Baggu.

For smaller, independent businesses, the tote offers a customizable, affordable way to market products without needing an entire marketing campaign. For larger corporations, it's a way to connect with consumers on a more personal level.

Ultimately, the branded tote’s ability to straddle both luxury and retail, while continuing to serve its functional need, has cemented its place as an enduring icon of modern culture. Whatever label is ascribed to a tote bag – luxury, iconic, or essential – lies entirely in the hand of the designer.

Check out our collection of customizable, eco-friendly tote and retail bags here.