SUSAN BIJL | House of Lena

After 25 collections, raising three kids, a dog, and launching two Rotterdam stores, SUSAN BIJL's brand keeps evolving. Her community-centric approach is evident in her collaborations with artists and inspiring entities.

As a child, Susan had a penchant for creating a minimalist and serene environment by getting rid of most of her belongings while cleaning her room. Years later, she channeled this same spirit into designing a bag that could replace all others.

That bag is The New Shopping Bag, which Susan first conceptualized and prototyped in 2000, after her studies at Rotterdam's Willem de Kooning Academy. The design was born partly from a desire to reduce waste from plastic bags and partly from the "less is more" philosophy of Dutch design. The bag quickly gained popularity among friends, fashion enthusiasts, and designers.

Today, SUSAN BIJL's brand is still thriving after creating 25 collections, raising three children, adopting a dog, and opening two stores in Rotterdam. The brand's focus on community is reflected in Susan's collaborations with artists and organizations that inspire her, including Boijmans Van Beuningen, HAY, the city of Rotterdam, International Film Festival Rotterdam, and many talented Dutch designers such as 75B, Experimental Jetset, Bertjan Pot, Michiel Schuurman, Ellie Uyttenbroek, Dufarge, and Koen Taselaar.