Inside The New Shopping Bag is a richly illustrated anniversary book that celebrates 25 years of The New Shopping Bag, the iconic design by Rotterdam-based brand SUSAN BIJL. What started as a simple, smart alternative to the plastic bag has grown into a worldwide design phenomenon.

The book offers a multifaceted portrait of this modern classic through interviews with key figures from the worlds of art, design, and culture, including Loes Luca, Kim Gordon, Bertjan Pot, Experimental Jetset, and Mette Hay. It also features a striking visual essay by photography duo Scheltens & Abbenes, an in-depth essay on the bag’s cultural impact by Laurence Ostyn, and a comprehensive archive of nearly every colour and edition ever made.

For this project, Studio Julie Thissen took care of the project coordination, working closely with the team at SUSAN BIJL, graphic design studio 75B, photographer Jan Bijl, and publisher nai010 to bring together stories, images, and design into one cohesive publication.