This $40 Bag Might Be the Internet’s Next Cheap Travel Obsession

Japan’s famous discount brand has finally come to the U.S. and is already offering compelling commuter essentials at shockingly low prices.

GU Ripstop Messenger Bag being worn on the back of a personal wearing a pink long sleeve

By Ben Bowers

Published September 18, 2024

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Updated September 20, 2024

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Shoulder bags, belt bags, crossbody bags, hip bags, messengers — whatever you want to call them — the internet has a habit of falling hard for them, especially when they’re affordably priced.

Last year, Lululemon’s $40 belt bag appeared everywhere, from high-fashion mags to Reddit gun owner forums. Earlier this year, Uniqlo’s $20 shoulder bag climbed up to EDC ubiquity one social media post at a time, earning the name ‘Millenial Birkin.’

Now, a new bag on the market feels primed for the next wave of viral recognition. It’s made by GU, which will only ring a bell for some living outside Japan. But that’s about to change.

Uniqlo’s sister brand is finally available in the US

Gu Ripstop messenger bag in black shown empty and laid flat with main compartment open to reveal its interior pockets against a solid blue background — The $40 messenger bag is made by GU, often referred to as Uniqlo’s sister brand, given that they share the same parent holding company. GU just launched e-commerce sales in the U.S. and opened its first U.S. retail store in New York City.

The longstanding Japanese discount casual wear designer, manufacturer, and retailer started in 2006. Today, the brand has ~450 stores scattered throughout Japan. It’s also owned by the multinational retail holding company Fast Retailing, which owns another famous Japanese brand known for creating high-quality basics, Uniqlo.

This year, GU is making its first push into the U.S. market. The company’s first brick-and-mortar location on American soil is opening this week in New York’s Soho neighborhood. More importantly, anyone can now buy GU products online in the States, including this unique budget bag.

GU’s Ripstop Messenger offers impressive features for the price

Measuring roughly 12 inches tall by 20 inches wide, the bluntly named Ripstop Messenger Bag features a sizable central compartment that’s big enough to hold an iPad and other EDC items and is divided into two organizational pockets. It also features two external side pocket slots for water bottles and a small umbrella. It even sports a rare feature in the affordable crossbody market: an external bungee cord for securing a thin piece of outerwear like a raincoat or running jacket. Most importantly, it costs just $40.

GU doesn’t officially list the bag’s volume in liters on the product page, but plugging in the dimensions into a rough volume calculator suggests it’s around ~14 liters.

For perspective, Cotopaxi sells an excellent 15L messenger for $110. Patagonia’s 11-liter hip pack costs $169. Peak Design’s beloved 13L everyday messenger costs $229. Chrome’s Citizen Slide 15L costs $130.

To be fair, GU’s budget take clearly sits in a different tier than these name-brand options when it comes to materials, carrying flexibility, and organizational pockets.

The adjustable buckle strap is the only way to hold this bag, and there’s no shoulder padding to speak of. GU describes the material as 100% polyester and “tear-resistant ripstop fabric,” which can repel light rain for extended periods but is not entirely waterproof. There’s also a concerning note on the product page stating, “Color may rub off. Do not wash this product.”

But these tradeoffs seem more than fair for a decent-sized messenger that’s big enough to haul daily essentials around town and costs well under half the price of most other options on the market.

It all adds up to a product we won’t be surprised to see making the rounds on social media circles until the next it bag arrives.