Flip & Tumble

flip & tumble was founded by Hetal Jariwala and Eva Bauer, designers who met while attending Stanford's graduate Product Design program.

Both were trying to make the switch to reusable bags, but were struggling to bring their bags with them when they shopped.

"Often shopping trips were unexpected, or we simply just forgot.

As we started talking to people, we learned we weren't alone.

Lots of people owned reusable bags, but those bags often weren't getting used.

It was just too easy to forget."

The duo felt strongly that in order for people to really use reusable bags, they needed to have the bags with them all the time, so it wasn't a matter of remembering for each shopping trip.

"We wanted to develop the perfect one bag that you could keep with you all the time.

The ideal bag had to be compact and work for grocery shopping, but we also wanted it to work for other places, such as a nice restaurant, or a day at the museum."

As Hetal and Eva surveyed the compact reusable bags on the market, they found that most bags were geared to just grocery shopping, and were cumbersome to compact.

"You had to either cram the bag into a tiny pouch, fold it carefully, or deal with zippers that got stuck on the fabric."