Bogg®, the lifestyle brand known for its durable, washable, and customizable bags, is expanding beyond its signature silhouette with the launch of the GO TOTE, a zip-top tote designed for workdays, weekends, workouts, and travel. Developed from customer feedback, the GO TOTE keeps everything that makes a Bogg a Bogg: it’s durable, it wipes clean, and it stands up on its own, now in a softer shape made for everywhere else you go.
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The GO TOTE marks Bogg’s first major step beyond its signature EVA design, translating the brand’s DNA of durability, functionality, and versatility into a tote that fits seamlessly into everyday life, available direct-to-consumer and major retailers like Dick’s Sporting Goods. For 15 years, Bogg has built a loyal customer base around its instantly recognizable bags, accessories, and decorative bits and charms. As customers’ use of Bogg has evolved, so has the brand.
“Bogg is about providing products that make life a bit easier. The GO TOTE gave us an opportunity to rethink what that means for our consumers today,” said Kim Vaccarella, Founder of Bogg. “Our goal this time around wasn’t just to expand our current product line. We wanted to take everything we’ve learned from our customers and explore what Bogg can mean beyond the beach bag that started it all.”
The result is a tote designed for real life: water-resistant, tip-proof, easy to clean, lightweight, and built to hold everything from a laptop and water bottle to everyday essentials. A proprietary soft-touch material allows the bag to flex, fold, and bounce back into shape, while Bogg’s signature EVA base provides consistent durability and stability.
Key Features of the GO TOTE Collection Include:
- Proprietary Soft-Touch Blend: Engineered for carrying strength and to flex, fold, and bounce back, making it easy to carry, pack, and toss around.
- Easy to Clean: Water-resistant material wipes clean in seconds
- Ways to Carry: Top handles and a crossbody strap on every size. The GO TOTE and GO TOTE – Go Big add a short grab handle.
- Bogg’s Signature Tip-Proof EVA Base: The same durable, tip-proof EVA bottom that made Bogg a cult-favorite, designed to stay upright wherever you set it down.
- Smart Storage: Phone, water bottle and front zip pockets, plus a laptop pocket on the GO TOTE (fits up to 14″) and GO TOTE – Go Big (up to 16″). The GO TOTE – Go Big’s base zips open for shoes or anything else you want to keep separate.
- Airplane Compatibility: The GO TOTE and GO TOTE – Go Big slide right over a suitcase handle, and the GO TOTE fits under an airplane seat as a personal item.
- Lightweight: Designed never to feel too heavy, no matter how much you pack into it.
To celebrate the launch, Bogg is taking over the NYC morning commute with its first-ever experiential activation, sending 75 brand ambassadors through Grand Central and across the city with the new GO TOTE in hand. The activation will extend to Bryant Park, Times Square, and Penn Station, where ambassadors will engage with commuters, complemented by 1,500 wheatpaste ads throughout the area to bring the campaign to life across NYC.
The GO TOTE is available now in three sizes: GO TOTE – Go Little (6L, $90), GO TOTE (20L, $120) and GO TOTE – Go Big (35L, $150). Every size comes in four colors (Cafe Au Lait, Blush-Worthy, L.B.D Black and Plum Pudding), and the Go TOTE – Go Little also comes in Coconut and Parisian Purple. To learn more, please visit Bogg’s website and Instagram.
About Bogg®
Bogg® is a cult-favorite lifestyle brand known for its durable, washable, and customizable totes. Founded in 2011 to solve a simple problem – create a bag functional enough to hold everything and versatile enough to go anywhere – Bogg has grown from a single signature tote into a viral sensation with a full collection of bags and accessories that lives well beyond the beach. The brand boasts $400M in lifetime sales, 100% year-over-year growth, and scaled from a team of six to 105 employees between 2024 and 2025. Bogg has been featured in The Wall Street Journal, Inc., The Cut, Travel + Leisure, Glamour, Fast Company, and more.
Bogg products are available at boggbag.com and nationwide at Dick’s Sporting Goods, Academy, Bloomingdale’s, and Amazon. Follow along on Instagram at @boggbags.
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