I’m Paige Wassel. WAS the Newsletter is your weekly dose of design inspiration, where we go big or go home.

Go Big or Go Home

I don’t know why, but I have a tendency to decide something should be simple and then, six months later, I’ve engineered a far more elaborate version of it. (Spoiler: that is exactly what happened with my new tote bag launch.)

Originally I thought, I’ll make a few cute summer totes, NBD. Then I started adding pockets. And if I was going to do pockets, why not add custom straps? Upgrading the straps led to bringing in nicer fabrics… and fancier bindings… and better lining. And then I made them bigger. I’d convinced myself that if a tote couldn’t comfortably carry my groceries, beach towel, laptop, emergency cardigan, and whatever weird vintage lamp I absolutely did not need but definitely bought, what’s even the point?

So here we are, with some big-ass totes.

These are, without question, the nicest bags I’ve ever made. Again, they’re also the biggest, which feels emotionally correct for me right now. They launch on Sunday, July 26 at 11 a.m. PT. Because you’re reading this newsletter, now you know exactly when to show up. If you’ve got your eye on one, set an alarm. I’m not saying they’ll disappear immediately… but I sort of am.

Yes, They’re More Expensive Than Before. Here’s Why.

Let’s just get this out of the way because I know everyone notices prices first. These range from around $70 to $145, which is more than my previous totes. This is because they’re genuinely better. Everything’s made in Los Angeles. The fabrics are heavier and more durable. Every bag has interior pockets because I’m tired of digging around for my keys like I’m competing in a Survivor challenge. The straps are custom and the construction is an even higher caliber than before. That’s because totes are meant to be overloaded, dragged around, chucked in the back of your car, packed for weekends away, and generally treated like the workhorses they’re supposed to be.

I always try to keep my prices as low as I possibly can, but I’d much rather make something you’ll use for years than cut corners just to shave a couple of bucks off the price. My ethos is to make one really good thing, rather than ten mediocre ones. Coincidentally, that’s kind of my philosophy with… basically everything.

More Is More

The other thing I really wanted to do with this launch was have some fun. When you’re buying a tote bag, you’re not purchasing an investment handbag that you’re terrified to set on the ground. You’re looking for a piece that’s going grocery shopping with you, sturdy enough to be flung into the passenger seat with careless abandon. You want something that’s not too precious to haul plants, books, farmer’s market produce, wet swimsuits, and probably a random receipt from six months ago. Spill a matcha in it? LFG!!!!

What I didn’t want was to make a boring, generic tote. I went a little nuts mixing plaids, colorful bindings, stripe straps, and patterns because a tote is one of those accessories that gets to have a big personality to match its size. I’m loving carrying these because my wardrobe is pretty simple. Most days, it’s vintage jeans and a tank or button-up. I invest in solid, well-made staples that I’ll wear forever and then have my accessories do the talking. So, shoes, jewelry, and bags are the fun part of my look.

This is also the first time I’ve really leaned into putting WAS branding on anything. The mesh bags have screen-printed logos, and one of the plaid bags has a custom WAS strap. I’ve never really done logos before, but it, like, felt right, ya know? If you’re going to carry something almost every day, give it a POV.

Catholic School, But Make It Chic

Two of these bags are made from actual school uniform fabric, which sounds deeply cursed until you see them. Then suddenly you’re like, “Hold up, these are actually really cool.” Will they unlock a very specific memory of sitting through religion class wondering if Sister Mary Margaret is about to tell you your skirt is too short? Maybe.

Will they also somehow make you want to buy fresh notebooks, mechanical pencils, and one of those five-subject Mead notebooks despite the fact that you’re a grown adult with no homework? They did for me. These bags are giving Back to School, sans the existential dread, which is the best version of Back to School.

The green plaid and blue plaid shoulder bags both mix multiple plaids together, have contrasting interiors, patterned pockets, and adjustable straps. They’re easy everyday bags that somehow feel nostalgic without looking costume-y.

Ludicrously Capacious (In the Best Way)

Let’s talk about the giant tote. When I first made it, it was honestly too big, almost cartoonishly large. We scaled it back a little, but it’s still what Succession would deem “ludicrously capacious.”

The difference is that unlike Tom Wambsgans, I fully support carrying around a bag large enough to fit your entire life. Why pretend you’re above hauling your shoes and your lunch? This thing is perfect as a weekender, but I’ve actually been carrying it around almost every day because I apparently need to leave the house with said sweater, water bottle, notebook, camera, charger, sunglasses, reusable grocery bag, and twelve other things I absolutely can(not) live without.

This one has these incredible coral-and-navy striped straps with yellow binding that I’m irrationally obsessed with. There also aren’t many of them because, well… giant bags require giant amounts of fabric. Once they’re gone, they’re gone.

Mesh Means the Beach Stays at the Beach

I’ve wanted to make a mesh tote forever. Mesh just makes sense. Because nothing’s more annoying than coming home from a day on the water and somehow discovering enough sand inside your bag to start your own tiny coastline. Mesh politely says, “Not today, beach.”

These are oversized enough for grocery runs, pool trips, kids’ stuff, or whatever else you find yourself schlepping around all summer. We did one in green and one in this orangey-red color with fun bindings and straps, so they still feel distinctly WAS-coded instead of looking like something you’d accidentally buy at a sporting goods store. There are more mesh bags than any of the other styles, but I still wouldn’t wait around too long.

Bags… Inside Bags

We also have a brand-new pouch trio coming with this launch. If you grabbed the last set, you already know how useful these are. If you didn’t, they’re sold together as a set of three because one pouch is never enough. They’re basically bags that go inside your other bags. (It’s very Inception—a bag inside a bag inside another bag that somehow is also carrying another tiny bag.)

Anyway, these are perfect for makeup, chargers, pens, receipts, sunscreen, lip balm, or all the tiny things that inevitably migrate to the bottom of your tote and disappear forever.

The Shoot

I think every single photoshoot is going to be terrible until approximately five minutes after it’s over and I can finally exhale. This time my friend Claire (shout out Private Eye) helped us shoot at this incredible old house in Pasadena, basically straight out of a Nancy Meyers set. There were beautiful old sofas, cozy dens, office spaces, and this amazing wooden loft upstairs that genuinely felt like summer camp. It somehow matched the bags’ vibes perfectly.

But back to my impostor-syndrome panic attack. I’m always questioning myself through the entire design process. When I first get samples, I’m convinced I’ve made terrible decisions. Then I start carrying them, people compliment them, and I think… Ohhhh-kay, maybe I haven’t completely lost my mind.

Seeing everything come together in the photos was the moment I finally unclenched because I had tangible proof that these are actually really good. I’m honestly so proud of this collection.

Last Call

One thing I do want to emphasize is that this launch is genuinely limited. A lot of these fabrics only existed in small quantities, so once they’re sold out, game over. I don’t have a warehouse full of backups hiding somewhere.

If you’re in Los Angeles, I’ll also have a selection waiting for you at Office Supplies, plus an exclusive pouch you can only get in the shop. I have a handful of perfectly usable “oops” bags with tiny manufacturing quirks (think: slightly wonky screen printing or little sewing imperfections, or HIGHLY COVETED WAS COLLECTOR’S ITEM, LIKE THE INVERTED JENNY STAMP). My point is these will be discounted.

And after this… I’m taking a little break from totes. Not because I don’t love them, but because I’ve been quietly working on home products behind the scenes. I’m honestly just as excited about what’s on the horizon. If you’ve been waiting for me to make another tote soon after this, you’re gonna need to temper those expectations.

But, if you’ve been waiting for me to make something cool, no worries. I’m all over it.

Remember, Sunday, July 26 at 11 a.m. PT, where totes await! GO BIG!!

xx,
P