Forget the environment - we want to be fashionable (From The Northern Echo)

Forget the environment - we want to be fashionable

8:54am Tuesday 24th April 2007

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It has graced the shoulders of Keira Knightley, Lily Cole, Scarlett Johansson, and Jessica Alba. Now, limited numbers of Anya Hindmarch's iconic bag are going on sale in the North-East. Owen Amos asks shoppers if the bag lives up to the hype.

CUSTOMERS are expected to queue at Sainsbury's through the night. Extra security has been brought in. Some shoppers say they will bring tents.

They won't be queuing for beans or bread - they want bags. From 8am tomorrow, every Sainsbury's store in the country will sell Anya Hindmarch's "I'm Not A Plastic Bag".

The reusable canvas bags - both fashionable and environmentally-friendly - are this year's must have. And they're only £5.

But there's a catch. Each store has only 30 bags - and they're not available anywhere else.

Even eBay has banned the sale of the bag - although one was available yesterday for £85.

Marie Steward, of Sainsbury's, in Darlington, said demand had already been huge.

"People have been ringing up non-stop," she said.

"One lady said she has already queued overnight for a sofa, and she's quite willing to queue overnight for the bag."

The Darlington store has arranged extra security, and other Sainsbury's stores across the region are expecting high demand.

Darlington's bags are being kept in a safe until tomorrow morning. Sainsbury's would not even allow the bag to be photographed outside its car park.

While a picture was being taken, Charlotte Bentley, 25, of Northallerton, walked over and asked if she could buy it.

"I've been waiting ages for them to come out," she said. "I've wanted one since the celebrities started carrying them. It's great they're in stock but I am working on Wednesday morning."

The bag's label claims each person in the UK uses 167 carrier bags a year. Anya Hindmarch teamed up with environmental movement We Are What We Do to launch the bag.

Neither Ms Hindmarch, We Are What We Do, or Sainsbury's will profit from the sale of the "I'm Not A Plastic Bag".

But in Darlington yesterday, shoppers said demand was caused by fashion - not a desire to save the world.

"It's a fashion thing," said Sarah Booth, 27, from Newcastle. "I don't think the environment comes into it at all."

Alex Shaw, 18, from Hartlepool, said: "Celebrities want to be seen doing stuff for the environment. It's a bit like madness. I would never queue for a fashion item."

Jordan Stockdale, 16, from Sedgefield, said: "I like them - all the celebrities have got them, and they're so cheap.

"My Mum wants one. Now she knows about it she'll probably queue to get one."

Vera Carter, 80, from Durham, said: "I think they just want to be like Coleen McLoughlin - she has one and they want to be like her.

"I don't think they care tuppence for the environment. If they were that bothered, they would buy normal shopping bags."

On Friday, Sainsbury's will not issue normal carrier bags, and will instead give away "Bags For Life", which usually sell for 10p.

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