Tote Bags Are A Cult
How tote bags became the clout-seeking, status chasing identity signifier we never knew we needed
Tote bags can carry groceries, gym gear, and questionable impulse buys — a true multitasker and portable black hole for everyday chaos. With their newfound love, status and growing popularity, how have tote bag fandoms become eerily cult-like?
I’m going to let you in on a little secret, I love a tote bag. From my New Yorker tote to my Dr Marten’s tote to my sunflower Monki tote, I have an entire bottom drawer dedicated to my tote bag stash. And as the tote bag market is set to be worth $3.6 billion by 2030, it turns out I’m not alone in my tote bag obsession.
I’m calling it: tote bags are the unsung heroes of the fashion world. You can't walk down the street or get on public transport without spotting one. They're more than just a means to cart your endless belongings here, there and everywhere — they've become a canvas of self-expression, a badge to show off your beliefs, and a status symbol in their own right.
Totes are taking over as they make their mark in more ways than one. They serve as unofficial marketing tools, they're an under-the-radar type of merch that people band around, and they provide designers across the price spectrum with another accessible accessory to peddle.
From L.L. Bean to Saint Laurent, the tote bag boom is cult-like due to the sheer scale of tote purchases — 71% of HNWI women said they are more likely to purchase a tote than another type of bag, compared to 56% opting for shoulder bags and 45% choosing a crossbody bag.
Totes have transcended their humble beginnings and have become an essential part of our daily lives. They’re easy to carry around and it doesn’t matter if they suffer wear and tear. These low-key favourites have got so much cultural clout that their celeb fandom is thriving, and Harry Styles fans are even calling for the singer to do a ‘what's in my tote bag’ video — I, for one, would love to see this.
Your choice of tote can say a lot about you. It's a silent messenger that reveals your interests, your political leanings, your dreams, and anything else you’re trying to communicate to the big wide world. Drink speciality coffee? There's a tote bag for that. Bought something from an independent bookshop or grocery store? Yep, there are tote bags for that too.
Tote bags are like a secret language that makes you part of an ‘in’ club, fulfilling our need to belong and our desire to form a community as they level up identity expression. We’re obsessed and it makes sense why.
A canvas tote has become the ultimate status symbol. Tote bags are big a flex and I’m kind of here for it. In a world where brand logos shout for attention, tote bags offer a sense of quiet dignity. The cultural capital of a tote bag can be straightforward or niche, but either way, these status symbols allow us to swag to our heart's content.
Brands have clued onto the fact that totes aren't just bags; they're walking billboards and free advertising. They're ditching dishing out run-of-the-mill bags and are swapping these out for branded totes, and in doing so, they're turning customers into influencers without us even having a say in the matter. Clever, right?
For Sézane fans, the tote bag love affair is real. "Sézane Addicts" or "Sézanettes" have turned tote bag collecting into a full-blown obsession. They're trading, selling, and buying Sézane totes as if they’re glorified pieces of artwork — some even retail for €100… madness. But it’s a testament to the allure of tote bag mentalities.
L.L. Bean is another brand going big on the tote bag game. Their classic canvas tote was originally designed to haul ice back in 1944 and guess what? It’s still going strong decades later — as of 2022, sales have surged by 30%. This tote is affordable and chimes in with Gen Z’s era of hyper-personalisation and individuality, making it a go-to choice for tote lovers who want something a little different.
Totes have become more than a mere accessory you sling over your shoulder as you head out the door; they’re a symbol of belonging as they reach cult-worthy collector status. The hype is so real that Marc Jacobs even has a tote bag with 'the tote bag' written on it... Yes, this really exists. And the fashion girlies are lapping it up.
So, we’ve established that tote bags aren’t just bags. They’re a part of culture, they’re a symbol of self-expression, and they reflect the wider world around us.
I have a New Yorker tote that came free with a past subscription, which could make me a pretentious douche. I have a Reformation tote that I got for free after visiting their East Village store, which could make me a fashion clout chaser. And I have a Strand Book Store tote, which I made my parents trek miles for in New York on a trip I didn’t even go on, which could make me a book-loving nerd.
Any way you look at it, I’m a sucker for a tote and am part of the cult tote wave. And I’m not mad about it.
But I’d love to know, what does your tote say about you? Get at me in the comments.
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