This Is Not a Bag

This is not a bag, well, not like you may know it. PARSEL calls itself "a modular carrying system" that fuses technical aspects with conceptual design. Founded this year in 2025, the label is a collaborative project between creatives who wanted to reimagine the concept of carrying. Both functional and aesthetic, the bags offer a minimalist and utilitarian answer to going about your life in comfort and style.

At the brand's helm is Nur Abbas, with photographer Roe Ethridge shaping the visuals. Rooted in adaptability, the bag is created to reflect the realities of our daily lives, how people move, live and express who they are through what they carry. Flowers, clothes, food, whatever you may be taking with you, PARSEL has got you covered. It might sound a bit dramatic, but we really carry our whole lives in our handbags, and PARSEL gets that.

The debut product, the EVA Tote System, is crafted from high-density E.V.A (Ethylene Vinyl Acetate), aluminum and reinforced technical nylon webbing. The bag also includes adaptable components, intended to be shaped by its users as much as its makers, and providing the freedom to reconfigure carry in real time. Instant versatility for any kind of lifestyle, from gardener to butcher to designer, count us in. "We're building something bigger than a product, we're building a system," shares Abbas.

The campaign, lensed by Ethridge, takes a conceptual approach to utility. With the artist's work previously featured in galleries like the MoMA and Gagosian, it is no surprise that the images feel like they should be hanging on the white walls of an exhibition space. Fish on ice, oysters and wood logs are all photographed filling the bags to create an almost surrealist showcase; check it out above.

The EVA Tote System is now available to buy via the PARSEL website and at Dover Street Market Ginza in Tokyo.

In other news, check out the Wales Bonner and adidas FW25 collection.

Click here to view full gallery at Hypebae