GOATS GOT BAG Campaign
*A Herd Becomes a Headline
written AMANDA MORTENSON
Some campaigns arrive through strategy decks. But others fall from the sky. GOT BAG’s latest story started with a shepherd in Albania who typed four letters into Google. G-O-A-T B-A-G. A delivery went out, a herd received its new gear, and soon an email returned with photos of goats on the beach. Each animal carried a GOT BAG as if this was the natural order of things. The team packed cameras and went to see it firsthand. Their result is the brands new campaign called “GOATS GOT BAG.”
watch
Mockumentary
The images feel like postcards from an unexpected runway. A black goat under the coastal sun wears a pale Moon Bag with complete ease. A taupe bag appears against limestone and tumbling lemons. A shepherd named Sherif, dressed in wool and holding a staff, lifts a hot coral Ruffle like an official badge of style. The herd moves together along a stone wall and Mediterranean light is washing the scene. The film that accompanies the visuals carries the same energy. Sherif speaks about his herd, the way he names them after his children, the way he sees them as family. He smiles, and the herd steps into fashion history.
GOT BAG’s identity has always circled around material, impact, and design. Since 2018, the label has worked under the line “From Trash to Treasure.” Their process starts with discarded matter such as ocean plastic, fishing nets, industrial scraps. Through recycling and refinement, this matter becomes yarn, then fabric, then a surface with style. From that surface, shapes arrive. Backpacks for commuters, shoppers for markets, rolltops for travel, crossbodies for urban rhythm, puffer bags for play. Each design carries a signature of clean lines, strong details, a feel for volume and curve.
GOT BAG Wavy Puffer Moon Bag in oyster
GOT BAG Cloud Moon Bag in soft shell
The campaign shows this spectrum in action. On the goats you spot the Puffer Moon Bag in black, oyster, scallop. You see the Moon Bag Ruffle in hot coral, cobalt, soft shell. You recognize the way GOT BAG expands a family of products into a larger landscape. They form a catalogue that grows season by season, always linked to the same ethos of reuse and redesign.
What stands out is the tone, because “GOATS GOT BAG” is playful, clever, and confident. The visuals have humor, the mockumentary leans into irony, and the whole story carries a wink. At the same time, it signals reach. Fashion audiences see it, lifestyle audiences see it, and global followers share it. The herd becomes a symbol of how far a label can travel when it mixes creativity with a clear core.
Sherif appears in the campaign as a central figure, he lives with his herd by the Albanian coast, cares for them with devotion, and shares their daily rhythm. His story unfolds in the visuals and the film, where shepherd and herd move together through landscape and frame. His goats wear the bags, he tells his story, and the brand steps into new territory. The shepherd and the label stand side by side, each adding weight to the other.
Behind the campaign sits a company that has grown with purpose. GOT BAG operates as a B Corp™, meeting global standards for social and ecological responsibility. Their foundation in Indonesia collects plastic waste from rivers and coastal areas, builds waste systems with local communities, and channels material into new cycles. The impact is measurable, at the same time, the brand designs products that people want to carry. A backpack on a bike lane in Berlin, a crossbody on a weekend flight, and a Moon Bag carried by a goat along the coast.
Sherif wears GOT BAG Cloud Shoulder Bag in hot coral
“GOATS GOT BAG” frames all of this with lightness. The images travel easily and the story sticks. A herd with bags moves across a landscape and suddenly a global audience pays attention. GOT BAG steps into 2025 with a narrative that feels surreal and direct. A shepherd, a herd, and a set of bags that embody design with responsibility. GOT BAG has always spoken through product and this new campaign speaks through image. Together they shape a brand that holds its line, carries its mission, and expands its world. From beaches in Albania to sidewalks in Tokyo, the bags move. They hold objects, they hold meaning, and now they hold a place in one of the most original campaigns of the year.
GOATS GOT BAG Campaign
GOATS GOT BAG Campaign
discover the brand www.got-bag.com