The seemingly mundane tote bag has ascended to become one of the "hottest products" globally, according to fashion forecaster Lyst. Its rise has led to significant queues and widespread online commentary, transforming a practical accessory into a status symbol.
This phenomenon is not entirely new, as "cult totes" have been gaining traction for years. Some, like Sézane's giveaway totes, have spawned black markets where they resell for considerable sums. Similarly, Anya Hindmarch's bag for Boots and the Daunt Books tote have achieved cult status.
Tote bags offer a readily accessible and affordable way to declare allegiance to a brand, cause, or event. Unlike baseball caps or slogan T-shirts, which can be more limited in their messaging, totes provide a versatile canvas for self-expression. Celebrities often leverage totes in public appearances to signal relatability or promote specific interests. For instance, Katie Holmes has been seen with totes from Lands' End, while Kaia Gerber promotes totes for her online book club, Library Science.
The choice of tote can also reflect practical considerations or a sense of local pride. Some totes are chosen for their capacity to hold gym gear or their aesthetic compatibility with certain fashion choices, such as fitting over puff sleeves. Others, like those from local bakeries, butchers, or gastropubs, serve to advertise neighborhood affiliation, often highlighting a sense of community and local pride, even as prices for goods like artisanal bread rise.
Categorizing Tote Tribes
The type of tote bag a person carries can be categorized into distinct "tribes," each signaling different aspects of their identity and lifestyle.
The "festival/gig tote" signifies attendance at events like Oasis Live, Edinburgh Fringe, or The Rest Is Fest, representing a desire to embrace experiences and create memories, often associated with a nostalgic nod to past concert-going days.
The "holiday tote," also termed "resort core," is used to showcase a connection to upscale resorts or travel destinations, with bags from The Newt In Somerset or Eden Rock St Barths, or even a Monoprix shopper from a French Airbnb, serving this purpose.
"Indie bookstore totes" appeal to literary enthusiasts. This group includes millennial parents carrying "Books Are My Bag" totes and Zoomers who view reading as a lifestyle trend. The London Review Of Books tote is particularly coveted for its association with intellectual pursuits, though many may consume books digitally.
"Coffee totes" have long been linked to coffee culture, with brands like Blank Street Coffee once being popular. More niche brands like Curious Roo or Saint Espresso are now favored for different purposes, from carrying yoga gear to accommodating MacBooks.
The "cerebral tote" signals intellectual or artistic interests, with bags from publications like The Economist or streaming services like Mubi. For those with a discerning art taste, totes from galleries such as Hauser & Wirth or Damien Hirst's Heni are favored over more mainstream options.
Finally, "comedy totes" feature humorous slogans. While these might seem like a deliberate choice, they are often described as practical, last-minute finds, akin to "Always Carry Snacks" or "Full Of It" bags, which many people may grab out of necessity rather than strong personal endorsement.