FW23 Green

and Baggu x Sandy Liang & the Gilder Center

Aug 27, 2023

Clockwise from Top.

Gilder Center

We made a visit to the American Museum of Natural History last week, Noemi’s first trip to a natural history museum. It has been years since I (Chris) had been there, and I forgot how cramped it was inside. Noemi was pretty unimpressed by the dinosaur bones and other dioramas, but she did enjoy running around the Gilder Center wing.

It actually has space and breathing room! And has a butterfly vivarium, which Noemi was also unimpressed by. She is hard to please.

Overall, the new addition to the AMNH is very much worth checking out, from the sweeping ceilings to the cave-like windows that look like something out of Matera.

Holding The Bag

We have to spotlight the Baggu x Sandy Liang collab that sold out within minutes when it released two weeks ago.

The flower market plaid is definitely the strongest motif of the group. The NYT recently spotlighted Baggu and how it has taken off with Gen Z:

Today Baggu is enjoying something of a boom, especially among Gen Z and courtesy of TikTok, which is teeming with self-described “Baggu girlies,” bound together by their appreciation for the brand. Search “Baggu,” and the hundreds of TikToks posted have collected over 130 million views.
Its ubiquity is not only online: Walk around a farmers’ market in any major city and you might lose count of how many Baggu bags you see. On nice days in public parks, Baggu’s prints proliferate on blankets, coolers, towels and even tents, instantly recognizable even without a flashy logo.

The big lesson is slow growth: they have been at it for 15 years, and have gradually grown the brand into what it is today.