The always charming Anya Hindmarch has gone green with her latest must-have bag, cheekily named “I’m Not a Plastic Bag.” And to prove its desirability, the already cult bag sold out in less than three hours when it launched on June 21st!

At the brand's New York Soho store, shoppers anxious to get their hands on the reusable tote braved the rain and lined up for blocks starting the night before. 

The limited-edition canvas tote bag was conceived by the British designer along with the non-profit organization We Are What We Do to bring awareness to the harm that plastic bags cause our environment. (Americans alone throw out 100 billion plastic bags a year).

“As a luxury fashion brand we are in a position where we can influence,” explained Hindmarch. “I can’t think of a more positive way to do this than producing a desirable and cost effective alternative to a plastic carrier bag.”

The US edition of the bag has navy trim and lettering and only cost $15. Plus it’s a non-profit project. It first debuted in the UK back in March and was dubbed an immediate success. “I’m Not a Plastic Bag” will also be available internationally over the summer in Japan, Canada, Southeast Asia, and throughout Europe with exclusive colors.

Celeb bagistas and do-gooders Petra Nemcova, Reese Witherspoon, Jennifer Garner, Keira Knightly, Alicia Silverstone, and Ivanka Trump have already been spotted toting the bag and spreading the message.

If you were too slow the first time around, get ready for the July 18th release at Whole Foods stores in the tri-state area. For more information, visit: www.AnyaHindmarch.com.

And if you still can’t get a hold of this phenomenon, join the movement by opting for other alternatives to the plastic bag – we know you fab bagistas have plenty to choose from! Remember, a little goes a long way.