hema hero bag m/v by ruud van der peijl


last year i was a member of the jury in the hema (dutch department store)design contest for industrial design students .as it was a jubilee edition of the contest all members of the jury were asked to contribute a design as well>>> in my case for the product group fashion.i did not hesitate to make a new interpretation of my favorite vintage 50ties shopper, which was falling apart ....and presto......it was chosen to be produced and is now on it's way to become the must have- it -bag of this season. check it out and buy it while it is still available at a hema department store near you for only €35.

photo©karoly effenberger