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I’d never really thought about what happens to billboards until I heard about Rareform. Our whole team is wowed by this company’s bags, and not just because they’re sturdy and stylish.

Thanks to an aha! moment, brothers and Rareform founders Alec and Aric are on a mission to repurpose every billboard on the planet into one-of-a-kind goods.

Currently 80% of the vinyl from old billboards across the U.S. are being given new life as totes, coolers, duffle and travel bags — more than a quarter of a million billboards rescued to date.  

Our publications director Jamie Kageleiry is eyeing the Blake tote (in teal) as she plans her return to an indoor pool this fall.