Move over, Birkins. Step aside, Margauxs. There’s a new “It” bag taking over New York’s streets—and it’s not tucked under an arm, slung over a shoulder, or draped across a body. Instead, it’s being pulled along by two big straps, rolling on five wheels, stuffed with dirty laundry or maybe this week’s groceries. It’s the Hulken Rolling Tote, and it has taken the city by storm.

“I wanted something that could make life a bit more practical, but I have this philosophy that I want to make my everyday life feel chic,” said Sahilee Waitman, who works in tech and picked up a reflective silver Hulken in size medium back in February. Now she uses it several times a week for grocery runs and vintage shopping. “I was looking for something that would feel sleek and elevated, but everyday.”

J Vanburen, a retiree on the Upper West Side, first bought a Hulken last spring at a discount on Nextdoor, after seeing people in her neighborhood using it. Now she has three—in silver, black, and green. “I use it nearly every day,” she says. As a busy mom, she can pack a whole day’s worth of stuff—her pickleball outfits, her son’s athletic gear, groceries—while she runs around town to scout meetings or her son’s baseball games. She likes that, when not in use, it folds down to a slim, minimal size, and she had a good customer service experience when one of the wheels fell off and needed replacing. While she really likes her Hulken, she does note it can be tricky to handle on uneven city streets. “It’s built for New Yorkers, not for New York City streets,” she said. “If it’s a smooth flat surface, it’s fabulous.”

At laundromats!
Max Berlinger

And subway platforms!
J Vanburen

It was earlier this summer when I started noticing street corners and crosswalks in my Brooklyn Heights neighborhood suddenly taken over by the Hulken. Often you’d hear the low rumble of its wheels before you saw it, usually with a shiny reflective exterior in cheerful colors like bright pink or sky blue. The Hulken comes in three sizes, sits on five wheels that spin 360 degrees, folds down flat, and has two sets of handles (one shorter, one longer), so people of any height can grab one and drag it along. It’s a clever, genuinely useful item, made for the chaotic pace of New York life, where people often carry big loads over short-to-medium distances. It easily replaces the backpack, the Ikea tote, and the old rolling cart. If an Hermès bag signals a connection to a certain economic class—one that lives in a rarefied version of New York with chauffeured cars, brownstones, and a team of helpers—the Hulken, by contrast, is the bag of the people, of everyday city dwellers rushing through the streets, running errands, living their lives. Think of it as the Birkin of the working class.

It costs between $100 and $125, and has already inspired knockoffs at Walmart and Shein. “I was quite skeptical in the beginning,” Waitman told me. “I was like, ‘OK, let’s see how this bag really performs on the streets of New York.’ I just remember thinking, let’s see if it’s worth my $110, because for the average person, even for a New Yorker, you want to be chic, but you also don’t want to pay a premium price for something.” She was so impressed that she posted a TikTok about it, saying it was “worth every penny, unfortunately.”

Spotted on Fire Island.
Max Berlinger

Hulken was created in 2018 by the husband-and-wife team Alex Schinasi and Yoni Sheleg. Sheleg, a musician, had to haul his bulky equipment to and from gigs across New York’s obstacle-filled terrain, up and down subway stairs, so he adapted a surprisingly simple design from his grandfather—just a roomy zip-top rectangle on a solid base with wheels—and built it from industrial-grade materials to make sure it lasted.They’re both durable and lightweight. The company is now based in Switzerland, with production in nearby Hungary.

While Hulken is very practical at heart, it still has a sense of style. Its Signature Rolling Tote Bag comes in several colors and is made from a reflective polypropylene that gives it a subtle shine. Lately, the brand has been getting more seriously into fashion—like in 2024, when it teamed up with streetwear label Supreme, and more recently with accessories brand Susan Alexandra to create charming, New York-inspired beaded charms (think a coffee cup, a bagel, and the word “schlep”).

TikTok content

Lizzie Wheeler of Studio Dorothy, a vintage shop focused on bridal wear, got her first Hulken bag as a birthday gift two years ago and found it life-changing right away. She traveled from her home in Brooklyn to a shoot on the Upper East Side carrying ten wedding dresses on the subway, without any help. “That was unreal,” she said. “There’s no way that wouldn’t have meant multiple garment bags and an Uber XL for me.” She now owns four, including one in TKTK. “The way they made it metallic, it’s very girlie-pop,” she noted. “I think they know their audience—they’re talking to stylists, photographers, and florists. They saw that the Ikea bag has a signature color and asked, ‘What can we do that’s signature?’ And they knew it was the girlies.”

“It’s almost like Tabis,” she added. “It’s a wink and a nod, like ‘I don’t work in an office.'”

According to Google, the sudden surge of Hulkens I saw on the streets wasn’t just in my head. Their search data shows the term “Hulken” hit an all-time high this year, with “Hulken medium” up 110% year-over-year and “Hulken rolling tote” up 90%. Interestingly, New York isn’t even the top searcher—it ranks 4th, behind Alabama, Mississippi, and Arkansas.

And even though Hulken has had some real fashion collaborations (Supreme, Susan Alexandra), that doesn’t mean it can’t rise from an everyday carryall to something more elevated.

“If it had come out in 2018, Demna would have sent one down the Balenciaga runway,” Wheeler said. “It would have been the DHL hoodie and a Hulken.”

Save to wishlist
Save to wishlist
Hulken
Signature rolling tote bag
$125 HULKEN
$121 AMAZON

Save to wishlist
Save to wishlist
Hulken
Signature rolling tote bag
$125 HULKEN

Save to wishlist
Save to wishlist
Hulken
x Susan Alexandra bagel bag charm
$59 HULKEN

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Save to wishlist
Hulken
x Susan Alexandra coffee bag charm
$55 HULKEN

Frequently Asked Questions
Here is a list of FAQs about the Hulken bag the musthave accessory of the summer

General Basics

1 What exactly is a Hulken bag
Its a giant oversized tote bag made from a thick crinkled nylon material It looks like a stretchedout version of a classic nylon backpack but with long handles so you can carry it on your shoulder or in the crook of your arm

2 Why is it called Hulken
The name is a nod to the Hulkits meant to be huge durable and able to hold an incredible amount of stuff without looking bulky or heavy

3 Why is it suddenly so popular this summer
Its the perfect mix of practicality and style People are tired of tiny bags that dont fit anything The Hulken fits everything you need for a day out and it has that cool effortless modeloffduty look

4 Is it a designer bag or a dupe
It started as a viral trend inspired by highend brands like The Row and Bottega Veneta but you can now find Hulken versions at every price point from luxury to fast fashion The name has basically become a generic term for the style

Benefits Use Cases

5 What can I actually fit in it
A 15inch laptop a large water bottle a makeup bag a light jacket a book a small umbrella and a grocery haul if youre desperate Its essentially a bottomless pit

6 Is it good for travel
Yes its a great personal item for flights It fits perfectly under the seat in front of you and can hold your neck pillow tablet snacks and all your inflight essentials

7 Is it good for the beach or pool
Its excellent The nylon is waterresistant so you can throw in a wet swimsuit or a damp towel without ruining the bag It also holds all your sunscreen sunglasses and sandals easily

8 Can I use it as a work bag
Definitely It fits a laptop and all your daily work gear and because the material is soft it slouches nicely against your body making