The damage that single use plastic bags cause to our environment both on land and in the sea is well documented these days needing little further debate. However, what is needed is action, a positive response that leads to an ultimate solution. In the case of persuading consumers to break with the culture and everyday practice of using once and then discarding plastic bags we knew we would have to produce and promote a viable and effective solution.

That solution came in the form of the very first and now highly successful reusable and recyclable bag alternative. Because of the encouragement of reusable shopping bags by governments and supermarkets, reusable shopping bags have become one of the new fashion trends. The apparel industry also contributed to make it popular to have fashionable reusable shopping bags instead of disposable plastic bags.