Water Cooler

'Green' Designer Bag Frenzy Turns Into Wet Mess

NEW YORK (CBS) ― The message to skip using plastic bags as a means to help save the environment has turned, instead, into a fashion frenzy here in New York -- and sometimes one that is not so environmentally sound.

Thousands of people camped outside of Whole Foods Stores across the area to get their hands on designer Anya Hindmarch's $15 "I Am Not A Plastic Bag" cotton carry-all, and Wednesday morning's pouring rain did not deter fans. Some began camping out at New York City stores as early as 5 p.m., Tuesday evening.

Within two hours, 20,000 totes sold out and plenty of people were left outside, on-line, soaking wet and disappointed.

"I was buying the bag for a friend in Atlanta, but when the bag sold out after I waited on-line for it I was angry, and now I want one for myself," one woman said.

The U.S. is just the latest in the ranks to join the craze. Versions of the bag have already been sold in the U.K. and Japan. During a launch in Southeast Asia, the crowd of thousands became so out of hand, Hindmarch cancelled the launch in Beijing, Shanghai and Jakarta.

Interestingly enough, the bulk of people wrapped around NYC stores for hours, were of Asian descent.

And yes, the furor seemed to rise as soon as several stars snatched them up, and when the world saw Keira Knightly trotting around with the totes, it seems everyone else wanted one also.

But is this craze really about saving the environment by "going green" or is it more about fashion, or dare we say it, earning green?

The U.S. version of the sack is already selling on eBay for well over $100, and the overseas versions are going for over $200.

When soaked buyers at the Whole Foods on Houston Street were asked if their purchase was for environmental reasons, fashion purposes, or for resale, most people responded, "Well, all three."

Others were less conscience of their social responsibilities or simply didn't care, and answered the question with an enthusiastic, "I'm selling it on eBay!"

Also, it was a bit disconcerting to watch buyers dripping wet, clutching their three-bag limit, scrolling their credit cards, and asking very innocently, do you have a bag I can carry this in?

They were looking for a plastic bag in which to carry their environmentally correct purchase. One employee said, "The irony hasn't escaped us."

Fortunately, store employees quickly dragged boxes of their adorable "Honey Bee" reusable bags out, and started selling them to everyone who asked the disappointing question.

The trash littering the sidewalk, including empty water bottles, fast food containers, and hundreds of cigarette butts, was another disconcerting image outside of the socially conscience store -- the leftovers, one can only assume, from the hundreds waiting hours on line overnight.

With a nearly empty garbage bin down the street nearby, it was a wonder, with all the time they had on their hands, why they couldn't manage to stretch their legs a couple of hundred feet.

But most importantly, the sentiment behind the movement is genuine.

Hindmarch said she felt personally responsible to make a move and do her part to improve the condition of the environment.

"I had been hearing a lot about how there's so much waste and so much packaging and the simple line that stuck with me was, when you throw something away, there's no away." she said. "Which actually has haunted me that line, so we felt it was important to do our bit."

For only 15 bucks, when her purses can go upwards of up to $10,000 and heavy travel across the world, Hindmarch is not marketing these bags as a money-making proposition.

The bags were created as a limited edition, and after two launches at the end of the month in Italy and Ireland, the run of these bags will be over. It seems the scarcity, much like couture clothing, is part of the allure, and Hindmarch hopes the movement will raise awareness.

"We felt our bit was influencing through fashion," she said. "You sort of end up having a platform in fashion, where you can influence people's behavior and effectively, hopefully create a sort of tipping point to make that behavioral change permanent."

Whole Foods seems equally genuine in its reason for participating. The company has established an internal task force called the Green Mission team. One of their Green Mission specialists, Jennifer McDonnell, said the "I Am Not A Plastic Bag" event is import for the company because they are "trying to facilitate a culture shift" by making people aware of the affect using plastic bags has on the environment.

Besides this event, all of the Whole Foods in the Northeast region of the country have increased their reusable rebates, and now offer customers 10 cents for each reusable bag they bring with them, in place of a plastic bag.

So, if you couldn't get your hands on a Hindmarch, those "Honey Bee" bags customers bought to carry their precious cargo have an adorable look and only cost a buck a bag at your local Whole Foods, and you won't even have to wait on line for hours in the rain.

(© MMVII, CBS Broadcasting Inc. All Rights Reserved.)