The worst business model ever - a cute story.

"How Has This Bag Never Broken?"

Last week at a pop-up, a customer walked in carrying one of our original Contents Bags.

It's four years old. She uses it every week. It's travelled with her, been stuffed full countless times, and washed over and over again. Yet it still looked great and was going strong.

Her question was simple:

"How has this bag never broken?"

The answer is in the design.

Our oversized bag weighs just 300g but can carry up to 20kg. Unlike many tote bags, it's cut from a single pattern piece and sewn up the sides, meaning there are fewer seams and fewer weak points.

We've also reinforced the straps with boxed and cross stitching, helping distribute weight exactly where it's needed.

Sometimes the strongest design is the simplest.

Four years later, that customer's bag is still doing exactly what it was designed to do: carry everything, everywhere.

Not great for repeat sales. Brilliant for our customers.