UNBEGUN

What UNBEGUN does

UNBEGUN is a privately held, Amsterdam-based upcycling manufacturer founded by Martijn Hemelaar that converts industrial waste materials — including market tarpaulins, festival tent fabric, truck covers, event banners, celebration flags, and deadstock clothing — into handmade bags, laptop sleeves, and accessories. Production is performed by a small team of seamstresses working from local studios (notably Maartje, a former theatre costume designer) and involves manual washing, scrubbing, custom pattern cutting, and hand assembly. The product portfolio spans laptop sleeves in multiple configurations (standard, with handle, with compartment, iPad, and the MacBook Neo line), several bag formats (flight, bottle, shopper, tote, crossbody, shoulder, fanny pack), and small accessories (pouches, keychains, caps), with unit prices ranging from approximately $14 to $149.

The business operates a hybrid model combining direct-to-consumer e-commerce via a Shopify-powered, multi-currency, multi-language website with worldwide shipping; event-driven limited-edition drops (the Intercell collaboration sold out in 45 minutes); B2B custom orders (corporate laptop sleeves with logos, minimum 10 pieces); and partnership-driven "upcycling-as-a-service" programs for brands and organizations with surplus materials. Notable partners include Boedelbak (2,500+ trailer tarps recycled, 30,000 kg diverted from incineration), the City of Amsterdam (voting tower fabrics and Amsterdam 750 celebration flags), OBEY (deadstock clothing into nine bag models), Eurostretch (annual cutting waste), Chenin Chenin (wine bottle bags), and multiple festival organizers. Customer segments span individual sustainability-conscious consumers, corporate clients seeking branded sustainable merchandise, and brands with surplus materials seeking circular solutions. The company has documented over a decade of upcycling experience and reports aggregate impact metrics of 61,800 kg CO2 equivalents saved across collaborations.

Name

UNBEGUN

Legal name

UNBEGUN

Website

https://unbegun.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

UNBEGUN is an Amsterdam-based, privately held upcycling manufacturer that handcrafts bags, laptop sleeves, and accessories from industrial waste materials such as tarpaulins, banners, and festival fabrics, selling direct-to-consumer worldwide and through brand collaboration and B2B custom programs.

Ownership category

akta.pro rank

Product category

Sustainable Bags and Accessories

NAICS

Luggage and Leather Goods Retailers (458320), Apparel Accessories and Other Apparel Manufacturing (3159), Textile Bag and Canvas Mills (314910)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

akta.pro secondary industries

Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Upcycled bags
• Sustainable accessories
• Laptop sleeves
• Recycled fashion
• Circular accessories

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Direct E-commerce Product Sales: One-time product sales through their Shopify-powered online store. Products include laptop sleeves ($63), MacBook Neo cases, tote bags, shoppers, bottle bags, pouches, flight bags, fanny packs, shoulder bags, crossbody bags, keychains, and travel pouches. Prices range from approximately $14 to $149.
2. B2B Custom Corporate Orders: Custom laptop sleeves and bags for businesses with company logos. Products personalized with embroidered fabric labels or rubber patches. Minimum order of 10 pieces for custom orders. Revenue generated from corporate gifts, employee accessories, and branded merchandise.
3. Brand Collaboration Products: Collaborative products created from partner brand materials (flags, banners, deadstock). Products sold through Unbegun's store or partner channels. Includes limited edition collections with unique storytelling around material origins.
4. Social Impact Donation Component: Amsterdam 750 collection donates 15% of proceeds to Stichting Samen is niet Alleen (SINA), supporting children in Amsterdam growing up in poverty. This creates social impact narrative that drives customer engagement.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

UNBEGUN designs and handcrafts bags, laptop sleeves, and small accessories in the Amsterdam region from upcycled industrial materials such as market tarpaulins, festival tent cloth, truck covers, event banners, flags, and deadstock clothing. Products are sold direct-to-consumer worldwide through an own-brand Shopify e-commerce store and through retail and event partners, while a parallel B2B offering produces custom branded laptop sleeves and turnkey upcycling services for brands, event organizers, and government bodies.

Product overview

UNBEGUN is a sustainable fashion and accessories company that upcycles discarded materials into unique bags, laptop sleeves, and accessories. The product portfolio centers on core product lines including laptop sleeves (standard, with handles, with compartments, and iPad variants), various bag types (flight bags, bottle bags, shoppers, tote bags, crossbody bags, shoulder bags, fanny packs), and accessories (travel pouches, keychains, caps). All products are handmade in Amsterdam by a small team including former theater costume designer Maartje. The company operates a collaboration-focused business model, offering brand upcycling services and producing limited-edition collections with partners including Amsterdam 750, Boedelbak, Chenin Chenin, OBEY, This is Live, Beequip, Intercell, KI/KI, Eurostretch, and the City of Amsterdam. Materials sourced include market tarps, festival tent cloth, truck tarpaulins, event banners, flags, and deadstock clothing. The company also provides B2B services for custom laptop sleeves, banner upcycling, flag upcycling, and brand material transformation for businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• MacBook Neo Sleeve Laptop sleeve specifically designed for the MacBook Neo 13 inch (2026), made from upcycled truck tarpaulin with protective recycled foam layer, Yulex neoprene shock-absorbing edge, soft black fabric lining, and YKK zipper. Available in three colorways with optional personalization.
• Laptop Cases (Standard) Standard laptop sleeves providing protection and a clean, minimal look, made from upcycled materials including market tarps, festival tent cloth, and truck tarpaulins.
• Laptop Cases with Handle Laptop sleeves featuring a carrying handle for easy transport to the office or coffee spots, available in various prints including Boedelbak collection variants.
• Laptop Sleeves with Compartment Laptop cases featuring an additional front compartment for accessories, documents, or small items, with protective padding and YKK zippers.
• iPad Sleeves Protective sleeves for iPad Pro in 11-inch and 13-inch sizes, crafted from upcycled tarp materials with reinforced construction.
• Flight Bags Compact, functional bags designed for city use, travel, or festivals, made from durable upcycled materials with water-resistant properties.
• Bottle Bags Insulated bottle carriers made from upcycled tarpaulins with reflective thermal lining to keep drinks cool, featuring adjustable shoulder straps and elastic cord closure. Available in standard and collaboration versions including Chenin Chenin and Boedelbak designs.
• Shoppers Reusable shopping bags made from durable upcycled tarp materials with a foldable design and sturdy handles, ideal for daily errands, groceries, or returning deposit bottles.
• Tote Bags Simple carry bags with two shoulder straps, made from upcycled materials, suitable for groceries, gym sessions, or daily essentials, with reinforced construction and unique patterns from source materials.
• Crossbody Bags Compact bags worn across the body with adjustable straps, crafted from upcycled tarp and deadstock materials, featuring metal hardware and unique prints.
• Shoulder Bags Bags designed to be carried over the shoulder with straps, featuring front pockets and durable upcycled tarp materials, available in various color combinations from collaboration collections.
• Fanny Packs Waist bags crafted from upcycled tarp materials, featuring adjustable straps and compact designs suitable for festivals or daily activities.
• Travel Pouches Versatile toiletry and organizer bags made from upcycled flag materials, featuring multiple internal pockets, carrying straps, and high-quality YKK zippers.
• Large Pouches Roomier pencil case and organizer pouches made from upcycled flag materials, featuring reinforced construction with festival tent offcuts, YKK zippers, and D-rings for attachment, with sand-colored lining from fabric scraps.
• Compact Pouches Smaller pencil case and organizer pouches perfect for pens, pencils, and small accessories, made from upcycled flag materials with reinforced festival tent lining and YKK zippers.
• Keychains Small accessories crafted from upcycled tarp materials, featuring carabiner or keyring attachments, available in various prints matching the Boedelbak and other collections.

Quantifiable outcome

• 30,000 kg tarpaulin diverted from incineration
• +6 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• Chenin ChenincoreStrategic or Co-development Partner · 11 October 2025Amsterdam natural wine shop collaborated on wine bottle bag made from truck tarp offcuts with insulating lining. Launched October 11, 2025 at Chenin Chenin store. Products also include limited edition caps. Chenin Chenin stocks the bottle bag in their retail location.
• IntercellcoreStrategic or Co-development Partner · 1 January 2023Electronic music event organizer with weekly events across Europe. All event banners recycled into high-quality bags sold in limited editions at events. Intercell Indoor 2023 launch sold out in 45 minutes.
• BoedelbakcoreStrategic or Co-development PartnerBoedelbak provides old trailer tarps that Unbegun transforms into bags and laptop sleeves. Collaboration has recycled 2,500+ tarps, diverting 30,000 kg from incineration and saving 61,800 kg CO2. Products include tote bags, shoulder bags, laptop sleeves with front compartment, flight bags, fanny packs, bottle bags, keychains, and iPad sleeves in yellow/blue colorways.
• OBEYflagshipStrategic or Co-development PartnerStreetwear brand OBEY provided deadstock clothing that was nearly entirely upcycled: zippers, labels, pockets, and recycled canvas linings were all reused. Produced 9 unique bag models including totes, crossbody bags, shoulder bags, fanny packs, and pouches. Collection sold through OBEY's channels.
• City of AmsterdamflagshipStrategic or Co-development PartnerVoting tower fabrics from Amsterdam's municipal elections were transformed into 240 shoppers distributed to new city council members. Puzzle-piece pattern maximized material utilization. Red stitching nod to city visual identity. Represents significant civic partnership.
• Amsterdam 750flagshipStrategic or Co-development PartnerFlags from Amsterdam's 750th birthday celebration (one full year) transformed into bags, pouches, and travel pouches. Collection includes tote bags, shoppers, travel pouches, large and compact pouches. 15% of proceeds donated to Stichting SINA supporting Amsterdam children in poverty.
• This is LiveminorStrategic or Co-development PartnerEvent organization managing 80+ events and 600,000+ annual festival visitors. Festival banners from Paaspop, Extrema, and Solar Weekend upcycled into exclusive laptop sleeves. Products not for public sale.
• BeequipminorStrategic or Co-development PartnerEquipment leasing company had truck banners traveling across the country for years. 46 truck banners transformed into 365 unique laptop sleeves, upcycling 116 m² of material.
• FreshheadsminorStrategic or Co-development PartnerFestival organizer celebrating 20th anniversary created FRESHTIVAL. Festival banners transformed into laptop sleeves as commemorative merchandise.
• KI/KIminorStrategic or Co-development PartnerDJ KI/KI's 5HRS OF ACID event promotional banners transformed into exclusive shoulder bags sold as long as supplies last. Collaboration with Intercell Events.
• EurostretchminorStrategic or Co-development PartnerDutch festival tent manufacturer provides cutting waste ('African' fabric) that would otherwise be discarded. Annual cutting loss of 3,885 kg upcycled, saving 9,750 kg CO2 (equivalent to 20 return flights Amsterdam-Munich).
• GroenewasminorImplementation/ SI/ Consulting PartnerSustainable embroidery specialist in Nijmegen that produces embroidered caps for Unbegun x Chenin Chenin collaboration. 100% cotton caps with dad-cap fit.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Herschel Supply Co. DTC-driven backpack and laptop bag brand with strong lifestyle positioning. Direct product overlap on laptop sleeves, backpacks, and travel bags, though Herschel is a mass-market brand without upcycling narrative.
• Patagonia: Established sustainable outdoor apparel and accessories brand with deep environmental mission. Overlaps with UNBEGUN on sustainability positioning and bag/accessories product categories, though vastly larger and broader in scope.
• Bellroy: Premium accessories brand specializing in bags, wallets, and laptop sleeves with strong design and DTC retail. Comparable product categories (laptop sleeves, totes, travel bags) and premium positioning, though with conventional materials.
• Ecoalf: Spanish sustainable fashion brand producing apparel and accessories from recycled materials including ocean plastics. Comparable sustainability narrative and DTC-plus-retail distribution, though at significantly larger scale.
• Cotopaxi: Larger sustainable outdoor and lifestyle brand using recycled and leftover materials across bags, apparel, and gear. Operates in a broader category but shares the upcycled-material storytelling and DTC-led model.

Direct peers

• Freitag: Swiss brand pioneering bags and accessories made from upcycled truck tarpaulins. Most direct comparable to UNBEGUN's tarp-upcycling model, with similar DTC retail, branding around material origin, and product portfolio spanning messenger bags, totes, and small accessories.
• Baggu: DTC bag brand offering totes, shoppers, fanny packs, and pouches through direct e-commerce. Comparable product mix and DTC distribution model, though Baggu is mass-produced rather than upcycled.
• Elvis & Kresse: British sustainable luxury brand upcycling decommissioned fire hoses, sail canvas, and printing blankets into bags, wallets, and accessories. Closely comparable to UNBEGUN's positioning of discarded industrial materials as premium, story-driven products.
• United By Blue: Sustainable DTC brand making bags, apparel, and accessories with a stated commitment to removing plastic from oceans. Comparable direct-to-consumer sustainable accessories positioning with overlap in bags, totes, and laptop-adjacent categories.

Emerging players

• Solgaard: Sustainable luggage and travel goods brand using recycled plastics. Comparable sustainability positioning and laptop/travel bag categories, though concentrated in travel luggage rather than upcycled industrial materials.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/unbegunbags

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UNBEGUN