About us

New Rustic is an artisanal brand that has been making eco-friendly stylish tote bags and backpacks since 2014.

The material used to create the bags comes from thrift stores, leftovers from sewing factories, and also from people's homes (eg old curtains, duvet covers, fabrics saved from a hopelessly stalled sewing frenzy). This valorization of materials reduces the overall amount of waste and gives new life to old, useless textiles. The leather used in making the bags comes from the surplus of the furniture industry. To prevent valuable material from ending up in the trash, we give it a new life either in the form of details or by making completely new bags. 

The "backbone" of the New Rustic brand is bags woven on looms, which not only impress with their every-bag-is-unique design, but also carry a warm story of recycling and local craftsmanship, combining quality and personality.

The fabric of the bags is woven in Karks in Mulgimaa, where experienced craftsmen put all their love into each bag to create a strong and durable bag material. 

Fun fact: approx. 45 m of textile strips, i.e. three textile balls, are woven into one carrier or backpack.

The fabrics are then moved to the home studio of brand founder and designer Kristi in Tallinn, where she makes them from them to the bags. Kristi makes suitable leather parts for each product, taking into account the pattern and color of the woven fabric, so that the end result is distinctive and exciting. 

The New Rustic bag design does not depend on the trends of the season, but reflects the personal style of the wearer, has a small swing and a golden feeling of craftsmanship. New Rustic's backpacks and tote bags can comfortably hold a normal-sized laptop, a drink bottle, a notebook and other essentials for the day. Every New Rustic bag is more than just an accessory - it's a symbol of creativity, environmental friendliness and local community. We are grateful that our work has been appreciated at the national level - in 2019 New Rustic received recognition from the Estonian state for promoting the circular economy. 

But why New Rustic? Kristi: "Because I'm inspired by the beauty of imperfection, the charm of withered plants - there's something unfinished, contrasting, rustic about them, and it's kind of magical. I have this idea that if, for example, you go to the bog in the summer early morning  with a New Rustic bag to enjoy the sunrise and you take a thermos take your favourite tea with you, swim in the bog lake and enjoy the beauty of being, then when you get back to the urban jungle, you will have this good emotion with you. Estonian nature is extremely enchanting and I wish that we value it more, allowing our children to experience and enjoy it in the future too.»