A woman goes shopping with a green bag in Beijing.

"I'm not green, but I could be," reads one. Others have similar messages printed on them, "My Bag", "Use Me and Re-use Me".

The "environmentally-friendly" shopping bags are popping up everywhere in Beijing - from small shops to luxurious shopping malls.

Since the Chinese government issued its June 1 ban on free plastic bag handouts, retailers in China have found themselves in the midst of a "green" phenomenon.

They're anxious to turn fashion-conscious customers into eco-aware shoppers.

Under the new regulations, free plastic bags are banned and shopkeepers are required to charge shoppers for plastic bags. The prices vary, but range from 0.2 yuan ($0.03) to 1 yuan ($0.14) depending on the size of the bag.

But, a plain bag is far from satisfactory for the China's fashion-conscious - and this mindset is pushing the country towards a "green revolution" in the closets.

"It is cool to carry a simple colored eco bag to go with my Levi's jeans and sneakers," says 21-year-old Huang Min. "It is a direct way to contribute to environmental protection. And, it is a popular vision for saving the planet."

The Beijing college student wears her new eco bag proudly on her shoulder. It is an important part of her outfit - and has a statement to make.

Eco bags are increasingly being seen as fashionable as more and more celebrities appear on "green issue" magazine covers with the reusable bags matching their outfits.

"Going green" appears to be a growing trend. Stars as big as Madonna have even dazzled "green-oriented" magazines. The artist was chosen to dazzle the cover of Vanity Fair's third annual May 2008 Green Issue.

As environmental issues spill into the fashion world, the "green shopping bag" campaign seems to be a win-win solution for all those involved.

Companies can adopt the bags as a brand-building tool. Consumers see it as an iconic statement against throwaway plastics - which have previously been given away in the billions annually. The "green movement" has been seeping on to fashion runways and marketing strategies - so why not on shopping bags and totes?

Muji, a Japanese lifestyle store established nearly 30 years ago, launched its own version of "My Bag" when it opened its first Beijing store in Joy City this March. The simple yet stylish bags made from linen and cotton threads have sold well over the past few months in the capital, according to Muji staff. Initially, they sold bags ranging from 5 to 100 yuan, but now they only have bags priced from 24 to 100 yuan remaining.

"People of different ages love the bags because they are light, simple and convenient," says one of the shop's workers Chen Weimi.

"To reduce waste and conserve resources, we encourage our consumers to use 'My Bag'," says the store's manager Akita Toru.

Other well-known international brands are also striving to set the eco trend in Beijing. Diesel, Marc Jacobs and DKNY have also released low-priced eco bags made of organic cotton.

And, apart from the big international names, young designers based in Beijing are also working on the green bags.

"Young people in China are aware of the environment and want to do what they can to protect it, especially when it is becoming a trend," says 30-year-old designer Peng Haofeng, from Yunnan province.

Together, with two other friends, the three opened a green-themed store, Kidults, or Tong Huo in Chinese, last November on Dongsi Street. The company aims to promote the green fashion concept among the Beijing people.

According to the store's marketing manager, Gou Chenglong, many people were unaware of the eco bag concept when the store first opened last year.

"People, especially the older generation would not accept the idea because they didn't think about the simple green bag value that much. But, half a year later, more and more people here are becoming aware of the eco-bags or eco-fashion trend, especially when the government issued the ban on plastic bags at supermarkets in Beijing. It is a good start."

With handmade pictures on them, the bags look trendy and self-expressive. The bags generally contain no dyes and are known for their creative trims and decorations made from wood or bamboo.

"The price is normal and acceptable for students and office workers," says 26-year-old Zhou Fei, as she rifled through the bags at Kidults ranging from 15 yuan to 100 yuan. "I am a frequent buyer of green bags and T-shirts."

"It would be fashionable to carry beautifully designed cloth bags rather than monotonous white plastic ones down the street."

Companies in Beijing are also using the "green revolution" as a marketing tool. Among them, Vok Dams China, one of Germany's leading event and live-marketing agencies, came up with a list of simple effective measures since the government issued the green bag policy.

"Environmental awareness has been rising in Beijing. Many of my Chinese friends are taking actions to help the environmental effort," says Ulrike Ellmann, general manager of Vok Dams China. "Our company has launched a red colored green bag to send to our clients, which is a step to spread the eco concept."

"But, it is by no means a complete list. It is just a starting point," adds Mandy Lew, project manager of the company. "You can be fashionable, yet environmentally conscious."

According to the China Plastics Processing Industry Association, the country used three billion plastic bags a day before the ban.

(China Daily June 11, 2008)