A University of Valley Forge graduate has some thoughts (and an obsession) with a reusable tote bag that is captivating an entire generation across TikTok. Baggu is a brand that uses bright colors and playful prints for its products, writes Kasia Pilat for The New York Times.

The Phoenixville college graduate, Madi McCool, first encountered one of the brand’s reusable cloth masks in 2020. Fast forward three years, now 25-year-old McCool is a brand loyalist who lauds the product on TikTok.  

She owns around 100 bags and has received around three boxes of products since she started promoting the brand.  

Baggu was founded in 2007 by Parsons graduate Emily Sugihara, along with her mother and childhood best friend. Sugihara was able to harness the wave of environmental consciousness to introduce a new product that spoke to people’s ethical concerns.  

It “was another moment of a new generation of people kind of waking up to the fact that we’re, as a society, making some ridiculous choices,” said Sugihara.

The brand also sells towels, cross body bags, lunch bags, crescent purses, hats, and sunglasses cases.  

Read more about the Baggu craze in The New York Times.  

A “What’s in my bag” video for the Baggu brand.