Abi Staniford and Claire, the founders and creators of The Other Bag, are reserved and quite shy for our initial studio shots. Abi and I, who is an old friend and ex-colleague from our design days at David Lawrence, have spent many years standing around watching fashion shoots take place. All these years later I find myself shooting Abi and her business partner Claire, neither of which particularly love the experience but as the shoot unfolded, they relax and we decide that a more natural setting would be more appropriate for them and their brand.

The OTHER Bag is a range of stylish reusable bags created from regenerated and recycled plastic waste. This pioneering yarn used as part of the bag range is called ECONYL is made from 100% regenerated abandoned fishing nets, discarded plastics and nylon waste. The fresh Bondi inspired colour palette incorporates shopping bags as well as clip-on pouches to help us all re-educate our shopping habits and phase out using plastic bags. Easy to carry around, stylish and environmentally progressive!

So here is a selection of portraits of the girls in their hood and natural environment on Bondi beach, fresh and ready to tell their story! As understated as they might be in attitude towards self-promotion their passion for the brand and the ecosystem is fierce.

Check out their Instagram page @theOtherBag the range of bags due to LAUNCH SOON! You won't see many selfies on there, but you will find great products, inspiring reminders to recycle for the life cycle, progress happening globally and stunning images of the girl's range and development.