Susan Bijl is born in 1975 in Zoetermeer. As a child she wanted as little stuff as possible and when cleaning up her room she often threw away too much. At the age of 14 she moved to Rotterdam. After high school she went to the Willem de Kooning academy.
In 2000 she designed the first New Shopping Bag. She wanted to design a bag that would reduce the plastic problem, that you could do your shopping with and that was also beautiful. The bag is also designed with the philosophy: Less is more. Susan Bijl wanted a simple bag that you could recognize immediately so she created the slash in the middle with a different color. The material Ripstop nylon is durable and strong and is also used for parachutes. Nowadays Susan Bijl sells several types of bags and pouches.