Iconic Emma Bridgewater design saves plastic bottles

Waitrose bag designed by Emma Bridgewater

Is this the new It Bag? It's pretty, practical, made from recycled plastic bottles and even raises funds for charity, which ticks a lot of boxes. The new tote from Waitrose is a collaboration with designer Emma Bridgewater, decorated with her iconic polka dots and roomy enough for plenty of lovely food.

Each bag is made entirely of recycled plastic, namely seven bottles turned into a practical material called rPet fabric by the brains at Jutexpo. It looks like jute but has a wipe-clean coating. Handy.

Waitrose Bridgewater 2

Available in bright purple or cream and lilac, the bags also come in a foldaway pouch style alongside other Emma Bridgewater designs – all made from recycled plastic bottles too.

Hitting Waitrose branches from June 20th, ten per cent of the retail price from each bag will go to The Prince's Countryside Fund, a charity that supports countryside-protection projects across the UK.

Emma Bridgewater comments: "I am thrilled to launch these shopping bags made from recycled plastic water bottles. Recent campaigns have shown how vital it is that we all help to manage this situation responsibly to make sure our environment is not negatively impacted."

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