Sometimes a story begins where no one would expect it. That’s exactly what happened to GOT BAG when an online purchase from Albania became the creative spark for an international brand campaign, bringing a herd of goats stumbling straight into the fashion world.
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What first appeared as an unusual order at the Mainz-based label turned out to be the starting point of a story you immediately want to share. An Albanian shepherd, Sherif Gjoka, had typed G-O-A-T-B-A-G into Google while searching for robust bags — and landed on the website of GOT BAG, a young brand known for clean designs made partly from recycled materials. Without realising what it would set in motion, he quickly ordered models for his entire herd of goats.
When photos soon arrived at the GOT BAG head office showing a herd of goats on the beach, each one wearing one of their bag models around its neck, it became clear: this story had to be told. The team travelled to Albania, met Sherif, and documented his very own way of using the stylish bags. From this encounter emerged the 360-degree campaign “GOATS GOT BAGS”, including the mockumentary “GOAT BAG,” which immediately drew attention with its unconventional humour and authenticity.
As the images went public, they once again highlighted what has defined GOT BAG from the beginning: bags, backpacks and accessories made from collected and recycled plastic waste, convincing in form, function, and style. The brand message “From Trash to Treasure” means far more than upcycling; it represents an innovative design approach that connects fashion with responsibility. As a B Corp™, GOT BAG belongs to the brands committed to consistently implementing international ecological and social standards. The cleanup program of GOT BAG’s partner foundation in Indonesia especially illustrates how seriously the company pursues this mission: plastic isn’t just collected, but embedded in a system that strengthens local communities and builds long-term waste management structures. The waste, otherwise destined for rivers or oceans, is transformed into durable raw materials, generating real value instead of short-term fixes.
GOT BAG’s role as a pioneer also becomes evident in the international fashion context: with its transparent sustainability processes, the label already meets many of the criteria that are becoming mandatory at fashion weeks due to new regulations. In an industry increasingly judged by measurable ecological standards, GOT BAG sets benchmarks rather than chasing them.
At the center of the current brand campaign are four bag models that Sherif’s goats wear with effortless ease: three of the showcased handbags are made partly from the main material RE:NYNET®, a fabric produced from recycled fishing nets, the MOON BAG RUFFLE, shown in Hot Coral and Cobalt as well as the PUFFER MOON BAG in Black, Oyster, and Scallop, originally introduced in collaboration with actress Klara Lange (“Die Discounter”), and quickly becoming a favorite among influencers. Beyond that, the CLOUD MOON BAG stands out with its sporty-elegant design. The fourth model, the MOON BAG SMALL, is made from RE:PET, a recycled form of PET collected in GOT BAG’s partner foundation in Indonesia, among others. This model is the very first product with which GOT BAG originally entered the bag market.
„GOATS GOT BAGS“ is therefore more than a campaign; it is a surprising proof that responsible fashion can be fun while still conveying serious issues.
