It all started in 1990 when Susie Jamieson set out to create a bag that didn’t exist - something durable, practical, and timeless.
Growing up in rural North Otago, much of her life was spent outdoors - up the river, at the lake, or picnicking on the farm. Finding the right bag to fit into that lifestyle was a challenge, so she made her own.
What began as a simple, handcrafted solution quickly became a must-have among friends and family. Before long, "Susie’s" became known for well-made, thoughtfully designed canvas bags that stood the test of time.
From those early days of cutting each bag by hand, the brand has grown - but the commitment to quality and craftsmanship has never changed. Every bag is made in New Zealand, with a team of skilled sewers across the country bringing each piece to life.
Susie still packs every order from her home in Wairarapa, staying hands-on with every step of the process - testing materials, refining designs, and ensuring that each piece meets the same standard of durability and practicality that started it all.
For over 35 years, Susie’s has expanded beyond the original bottle bag, growing into a collection of practical, durable products designed to make life easier - picnic bags, weekend bags, wood carriers, and more. Many of these designs come from the same philosophy that started it all:
"If I need it, chances are, others do too."
With bags that have been passed down generations, travelled the world, and lived many adventures, our focus remains on timeless craftsmanship, quality materials, and keeping things made right, here in Aotearoa / New Zealand.
Because in the end, it’s not just about the bags - it’s about the stories they carry.
the FAMILY
Susie's is a family-owned New Zealand brand, built from humble beginnings and fuelled by a passion for making things the right way. At the heart of what we do is a tight-knit group of skilled manufacturers across the country - trusted craftspeople who bring each piece to life with care and expertise.
Every order comes straight to Susie in the Wairarapa, where she personally packs and dispatches from home. But behind every product is a team of incredible sewers, many of whom we’ve worked with for years, forming relationships that mean the world to us. While the team has grown since the early days of Susie cutting out every piece of canvas herself, she still stays hands-on.
We do the work ourselves – designing and road-testing each product to ensure it stands up to real adventures. Because at the end of the day, it’s about more than just what we make - it’s about the people behind it.
