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“Whenever we’re designing something, we think about what we as young, fashion-conscious people like, and then we think, ‘How would our moms see this?’ We want to make stuff that people our age will think is fashion-forward but won’t alienate others,” says Sugihara. “I think our mission all along was to be the bag you could feel good about pulling out. It’s an awkward interaction, the first time you use a reusable bag, but after you’ve done it once it’s second nature.” Baggu’s new nylon daypacks (top) and Shabd backpacks (bottom), though, have a bit less of a learning curve.