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Mashu (“Good”) is a leader in making more sustainable and durable vegan leather handbags that don’t use polyurethane—never compromising on those principles since Ioanna Topouzoglou created the brand seven years ago. Who better, then, to share top tips for selecting a vegan bag you’ll love—and that will last—for life, and invaluable vegan wardrobe advice? Read on for all that and more.
Meet Mashu’s founder, Ioanna Topouzoglou
Even if you don’t know Mashu, you’ll likely recognise its signature gold hardware—a deliciously sculptural ode to the sea-worn rocks, shells, and Cycladic architecture of founder Ioanna Topouzoglu’s native Greece. Topouzoglou is now based in Athens and, as a new mum, understands the challenge of finding a practical vegan bag that holds everything and stands up to regular use—that’s why she’s dedicated to creating exactly that whilst contributing to a more sustainable fashion industry and aligning her actions with her values. Here, she talks about her inspiration, plant-based leather alternatives, and how to build a vegan wardrobe.
On creating Mashu
When I realised my design work, which involved sourcing leather, didn’t align with my values, I knew I had to take action. It was back in 2016. I had recently become vegan and was freelancing as a designer, where I’d go to leather factories for clients to source material for their products. I had a stark moment of realisation that whilst my diet was vegan, my wardrobe and the work that I did were not. I began researching the effects of leather on the environment further and was instantly inspired to start looking into plant-based leather alternatives.
At the time, most vegan bags were limited to fast fashion PU or ultra luxury options. So I decided to create the very thing that I was looking for—a fashion-forward bag brand that would allow me to enjoy fashion in a way that didn’t harm animals, and that protected both people and the planet more.
There’s a big misconception that if something isn’t animal leather then it isn’t durable. But with Mashu’s approach that just isn’t the case. It’s a joy to reach conscious customers around the world who’ve realised the quality that’s possible with plant-based leather, through buying one of our bags. My all-time highlight of my work is getting feedback from these happy customers—it really makes all those hard and long days worth it.
Left to right: Iris bag in Sage, Creme, and Black.
Mashu was the first brand to ask our artisan partners to work with plant-based leather alternatives. They’d only produced items with animal leather before and were sceptical of my ambitions to use materials derived from things like apple peel and pineapple leaves, especially given that such things weren’t well understood when we started working together back in 2016. Now, these workshops—based in Athens and mostly still family-owned—are a huge support to Mashu, and together we bring my 2D drawings to life as beautiful bags.
Ioanna’s vegan fashion tips
My top tip for investing in a vegan bag is to ignore trends. Instead, buy something that you simply love. Ask yourself if it suits your style and will work well with your existing wardrobe. A bag can make an ordinary outfit look great, so seek out arm candy that will bring life and versatility to the looks you already own.
Look out for brands with free lifetime repairs, which is something we offer at Mashu. That extra peace of mind goes a long way. Additionally, make sure the materials look great, based on the criteria you’re looking for, and that the bag is well constructed in the first place. This will ensure your bag lasts a long time.
Pictured: Nicole bag in Sage
Building a vegan wardrobe doesn’t mean you have to compromise on style. I’d like to think that Mashu is a good example of this. My advice to anyone investing in vegan fashion is to pay attention to materials. Avoid virgin polyester, PVC, and PU, and instead look for plant-based alternatives like hemp, organic cotton, certified viscose, or plant-based vegan leathers.
Remember that just because something is vegan, it doesn’t always mean it’s the more sustainable option, because there are many other aspects to consider. Be sure to understand what materials are used, what the brand’s production policy is like, and how transparent it is about its supply chain. At the moment, I find small independent brands are often better at evidencing the true impact of their products, so I look to them when buying something new.
Left to right: Amaryllis bag in Sage; Irene bag in Sage
Her personal favourite Mashu bags
My ultimate favourite Mashu bag is Amaryllis. I’ve had this bag since we first made it in 2019 and I have so many memories with it! The quality is incredible and I’m often stopped on the street for bag details, which is always the best compliment. It has repurposed wooden handles that are comfortable to hold (and they come from a local furniture factory near our HQ), and a cross-body strap as a hands-free option. I fit so much stuff in there, and it’s easily wearable from day to night. I’m currently wearing the leopard style on repeat, but it comes in other colours, too.
The Irene—our first-ever soft bag—showcases Mashu’s signature hardware. I have the Blush and the Black versions depending on the outfit or mood I’m going for. The soft shape means you can get a lot inside, and whilst the soft structure may sound like it’s a more casual bag, our Mashu hardware elevates it to a versatile, multi-occasion piece.
Ioanna’s personal favourite Mashu bags. From left to right: Irene in black; Amaryllis in leopard; Ophelia Tote in Blush.
I carry a lot when I’m on mum duty or in the office, so we created the Ophelia Tote for exactly that. It’s strong and spacious enough to hold all my things (including my laptop) and has a large pocket inside to keep things organised. We finished it off with our much-loved Mashu gold buckle, too.
