• Three children standing on a city sidewalk in front of a brick building, each holding a navy blue tote bag. The children are wearing casual summer outfits including striped tank tops, denim shorts, and colorful sneakers.

About the collection

More than a decade since it first came out, the Forever! collection gets a quiet refresh. We’re releasing new colour combinations of three familiar designs: the Shopping Bag, Pouch and Backpack, joined for the first time by The New 24/7 Bag, in seven familiar colours: Almond, Agaat, Black, Clay, Cloud, Go and Tornado.

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A family of five poses together on a wooden deck in front of a modern house. The group is dressed in casual summer clothing, and several of them are holding dark blue designer handbags.

Forever! Family

A collection, like a family, holds many generations together. Our bags and rainwear move between both: on one side of the street, a seven-year-old walks to school one morning with our Backpack. Across the street, a woman of eighty passes with a Shopping Bag on her arm, on her way to the bakery. Sometimes it's the same family — grandmother and grandson, carrying the same design between them.

That's a compliment we don't take for granted.

A man wearing a blue denim shirt and black pants stands in front of a blue tiled building, holding a large beige and gray shoulder bag.

Lookbook

  • A woman with short curly dark hair stands against a white wall wearing a navy and slate blue color-blocked backpack, a beige ribbed long-sleeve top, and a black skirt, while holding a blue notebook.
  • A model stands against a light gray studio wall wearing a cropped tan jacket with brown collar and sleeve trim, a white striped shirt, black pants, and carrying a beige and gray bag.
  • A model wearing a bright blue hooded windbreaker jacket and dark navy shorts, carrying a beige and gray geometric shoulder bag, set against a plain white studio background.
  • A model wearing an olive green utility jacket, gray knit sweater, black pants, and a blue-gray bucket hat, carrying a black and white diagonal-striped shoulder bag across their chest in a studio setting.
  • A model wearing a black blazer, brown corduroy trousers, and a brown scarf, carrying a beige and navy blue diagonal-striped crossbody bag against a plain white wall.

Collection overview

The New Shopping Bag

  • A reusable plastic shopping bag with a color-blocked design, featuring a beige textured upper and lower section divided by a diagonal navy blue panel, shown against a light gray background.
  • A black reusable plastic bag with a wide diagonal white stripe across the front, photographed flat against a light gray background.

The New Pouch

  • A small zippered pouch with a diagonal color-block design in beige and slate blue, shown against a light gray background.

The New Bum Bag

  • A black and off-white diagonal-striped crossbody bag with a long black shoulder strap, shown against a light gray background.

The New 24/7 Bag

The New Backpack

The New Strap Slim & Wide

The complete collection will be available from Friday, September 25 10:00 CET, online, in our stores, and at selected retailers.

  • Families

    Photography and campaign by Jan Bijl & Ellie Uyttenbroek
    Production by Pia Canales

    Asabina family
    Troy, Shardon, Hesdy


    Wu family
    Pete, Chun, Tong


    Ramezani family
    Ayat, Azadeh, Madison


    Nauta family
    Catrien, Lou, Mies, Dora, Matja

  • Lookbook

    Photography by Jan Bijl
    Styling by Lidewij Merckx

    Models
    Emma Lombardo
    Wouter Snip
    Manous Nelemans
    Laura Beuger
    Enzo Paalman
    Jule Wolf