Peter Farkas, a 70-year-old Romanian immigrant and leatherworker with over 50 years of experience, has become an internet sensation, drawing crowds of young shoppers to the streets of SoHo. His handmade leather bags, previously a steady but modest seller, have seen an explosion in popularity after going viral on TikTok in May.

The phenomenon began when influencer Janell Roberts shared a video with her 341,000 followers, dubbing Farkas's bags the "secret status item of 2026." Roberts described the bags as "handmade," "hugeeeee," and priced at $35, sparking immediate interest among her audience. She had reportedly been searching for Farkas for four months after first noticing his work in the downtown neighborhood.

Since the viral post, Farkas and his daughters, Jessica, Harley, and Tana, have been bringing up to 500 bags weekly to markets in SoHo and the Upper West Side. Customers, many of whom cite the TikTok video as their reason for visiting, have been lining up to purchase the bags, with some returning multiple times to complete a collection of colors.

The most sought-after color, a cobalt shade that Roberts featured, has been dubbed "Janell Blue." Due to the handmade nature and hand-dyed cow or deer leather sourced from Farkas's tannery in upstate New York, color variations are common, adding a unique, scavenger-hunt element for shoppers.

Farkas, who previously tried to retire, has been a fixture in the leather industry for decades. He was a partner at Branded Leather, a Long Island City tannery that produced custom apparel for entities ranging from government agencies and entertainers like the Rolling Stones to motorcycle clubs such as the Hells Angels. He also created outfits for Bruce Springsteen and produced the first leather pants sold by vintage retailer Canal Jeans.

The current surge in demand has turned bag production into a family affair. His daughters assist with sales and logistics, with Harley quitting her retail job to help launch the first official Branded Leather website. His son Evan manages the website and online orders, which now account for 100 to 200 bags weekly.

Despite the newfound fame and busy schedule, Farkas remains committed to his craft. He emphasizes the durability and timelessness of his bags, drawing inspiration from his father, who worked until he was 100. Farkas stated he has no plans to retire, attributing his longevity to his continued work.