It’s in the bag
A Swag Rules Take on the New Yorker Tote
It’s kind of surprising that a simple canvas tote bag became iconic. The New Yorker tote bag, a freebie for the magazine’s subscribers, is a status symbol, a sign of loyalty, and a major source of FOMO…in other words, perfect swag.
How did this basic bag reach such heights? Let’s dive in!
Starting Out
The New Yorker tote bag’s story began in the early 2010s when the magazine started offering the canvas tote as a bonus for those who signed up for a yearly subscription. The bag was nothing fancy — just a practical item with the magazine’s logo, the cool Eustace Tilley mascot, and a bit about the subscription deal.
Building Hype
Things really started to take off when people began posting their tote bags on social media — usually with the hashtag #NewYorkerTote. The tote became a must-have among creative and intellectual folks — a sign of being well-read, cultured, and connected to the legendary magazine. And as more people wanted the bag, its popularity kept on growing. It’s still a subscription promo, but you can also buy it separately (pretty decent margin on a $50 canvas bag).
How Does This Connect to Swag Rules?
Start Small — if swag works for the initial recipients, that’s a win. If it doesn’t land you’ve minimized your costs. If it becomes a thing, be prepared to quickly operationalize.
Support the Story — it’s essential that what you send out into the world, whatever form it takes, supports your brand story. This is the main reason why you can build brand momentum without having to major on corporate items.
Outro
The New Yorker tote bag’s journey shows the power of keeping things simple, being genuine, and the massive impact of social media. What started as a basic, functional item brought more fans to the New Yorker but also became a badge of cultural coolness.
This approach isn’t just for big brands — if you start small and get feedback you can try things out at a low cost and risk.
Summer is around the corner — what’s your brand’s bag plan?
