How the ‘forever tote’ became the It bag du jour

The original cotton totes have a disarmingly short' life cycle - so demand is high for a more environmentally friendly version

This year's It bag isn't made by any of the usual designers. And if this bag could talk, it wouldn't say calf leather" so much as wash me at 40C". What's more, in an ideal world, you would never want to buy another again.

The forever tote" is big business. Usually made from calico, an unbleached cotton designed to be reused, it's similar to the cotton bags you have balled up at the bottom of a drawer, except it's sturdy, with a reinforced base and handles, sometimes a pocket, often coloured (Yves Klein blue seems especially popular), and always conspicuously branded with logos. Demand is high.