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Freja New York can trace the success of its Linnea Tote in the brown shade “Pecan” to a single bag.
The brand had sent a free tote to the influencer Rachel Shea in July 2023. Shea in turn used it for a “what’s in my bag” video on TikTok, sharing the items — hand sanitiser, a pill case, a book, her laptop and more — she keeps in the bag’s divided pockets. Sales of the bag in that colour, which hadn’t previously been one of the brand’s best sellers, spiked.
For founder…
