What started as a quirky, $40 tote launched “dealer-style” on Toronto streets has grown into a global community of fashion lovers, pop culture junkies, and people who just get the joke. At the helm of Grocery Bags is Xylk, whose playful yet pointed take on everyday items has captured the attention of everyone from ComplexCon crowds to luxury fashion houses. With iconic slogans like “Groceries cost as much as this bag” and imagery that sparks instant nostalgia, the brand turns a routine errand into a cultural moment. In this Q&A, Xylk shares how it all began, the unlikely places the bags have shown up, and why humour just might be the most powerful design tool of all. —Noa Nichol
You launched Grocery Bags with a playful mission to make errands feel stylish. What was the first bag you designed, and how did people react?
The very first grocery bag was back in 2019, it was called the “Grindin’” grocery bag. This bag was a collage of the clipse ft pharrell music video for their iconic song “Grindin’”. I was super nervous to release it because I don’t think anyone’s ever launched a grocery bag before for $40 and on top of that I was sitting on 500 units of inventory. But fortunately people within the Toronto creative community received it well to the point where after a month I had to restock another 500 units.
Your slogan—“Groceries cost as much as this bag”—is genius. How did that phrase come about, and what kind of conversations has it sparked?
It came to me naturally just trying to make light of something super serious. using humour to be a catalyst for discussion about our relationship with luxury and the increasing cost of living within our community.
From ComplexCon to VOGUE and Love Luxury, your bags have been spotted around the world. What moment made you stop and say, “Okay, this is really taking off”?
When we got taken down multiple times on IG via the “unknown” higher entities. i was on a trip to Paris three years ago and my team sent me a picture of a package that was addressed from the big corporations (he who shall not be named). And when we opened it it was all of our own bags. It was very mafia-esque which i thought was kinda of cool but also it was an eye opener. it told me we were reaching a certain atmosphere.
Several major fashion houses, including Louis Vuitton and Maison Margiela, have recently launched grocery-themed bags. How do you feel seeing a concept you pioneered go global?
Honoured. it comforts me to know that the ideas that the universe is blessing me with inspires the highest level performers in the game.
Have you ever had to navigate copyright or trademark issues with these larger brands—especially when the aesthetic or idea feels so close to yours?
Funny enough i haven’t yet, and i don’t plan to!
How would you describe the Grocery Bags community? Who’s your dream customer, and who’s surprised you by wearing one?
The grocery bag community is people with the best humour and outlook in life. i feel like if you have a grocery bag, you probably are fun to be around. a couple of years ago i was tagged on a photo and it was kiko kostadinov-that was my first and most memorable fan girl moment.
The humour in your work is bold and brilliant. Do you consider your bags fashion, commentary, or both?
I think everything i enjoy within “fashion” or even music- actually art in general, has a good balance of both. i believe a good joke is a Trojan horse to a serious conversation.
How do you balance the brand’s ironic tone with creating high-quality, actually functional pieces?
By not thinking about it too much. as a creative we’ve all been subjected to the idea of “perfection”. the less i design the more emotion the product has. if it makes me laugh and it looks good im happy.
You’ve been a fixture at ComplexCon for years. How has that shaped the brand’s growth, and what can we expect for your fourth appearance?
It’s given me the visibility of how big brands navigate the system. it’s like when a rookie starts playing in the nba- “oh that’s how you do it”. ive caught myself saying that a lot during our first two years. it was expensive money wise but also emotionally and mentally, but necessary. for our next Complexcon we’re going to do what we do best, make people laugh.
What’s next for Grocery Bags? Any dream collabs, wild new drops, or twists on the everyday item we should be watching for?
We’re working on a collaboration that’s super exciting. can’t say yet but i look forward to an amazing second half of the year.
Win! 1 of 3 Grocery Bags!
Congrats Denise M. of Calgary, AB, Meaghan H. of Burlington, ON, and Dawn G. of London, ON, who will each receive one Grocery Bag! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.
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