“Sustainability is no longer a trend.”

MY PAPER BAG is back — and how. The brand, inspired by a man with a crumpled paper bag in the New York subway, is making a strong comeback with sustainably produced bags made from eco-friendly buffalo leather. In this episode, we speak with Ralf van Kempen about the relaunch of the brand, the vision behind the iconic designs, and how sustainability and commerce can go hand in hand.

Ralf explains how MY PAPER BAG has been relaunched, what the brand stands for, and which choices were made in the rebranding process. He also shares a personal lesson that has recently helped him — and what we can expect from the brand in the coming period.

We discuss an interesting listener question:
Where do you start when relaunching a brand: with the story or with the product?
Perfect for an open conversation about positioning, credibility, and giving new meaning to a brand. Listen to the podcast here.

Of course, we also play the Fashion Quiz and discuss two thought-provoking statements about sustainability, rebranding, and brand experience