The full story. It's short.
There was a window involved. And a banana-print bag that had nothing to do with us. And yet.
We were just walking around Brooklyn. Normal Tuesday. No agenda. No mood board. No podcast playing about "finding your why." Just a street, a building, and a window that happened to be at eye level with someone's apartment.
Through it: a yellow bag. Sitting on a table like it was waiting to be seen. Five seconds of eye contact with someone else's fanny pack and one of us said "we should sell one of those." The other one said "yellow." And that, genuinely, was the whole meeting.
We did not survey anyone. We did not create personas. We did not hire a naming agency. We did write down "BAGNANA" on a notes app — it's "bag" plus "banana" — looked at it for a second, agreed it was fine, and checked if the domain was available. It was. That felt like enough validation.
The product brief was similarly focused. One fanny pack. Yellow. Made well. No other colors, because then someone would have to choose, and the whole point is that you don't have to choose. You just get it. It's yellow. You're welcome.
"WE DIDN'T FIND A GAP IN THE MARKET.
WE FOUND A GAP IN
SOMEONE'S CURTAINS."
— The founders, approximately 10 minutes into being founders
600D recycled nylon. Water resistant. Adjustable strap that goes from 27 to 48 inches, so it fits everyone except people who have already decided they hate fanny packs, and those people are wrong. One main compartment, one front pocket, one zipper. That's it. We resisted the urge to add more zippers. It was hard.
Wear it across your chest. Around your waist. Slung over one shoulder like you didn't try. Your hands will be free, your bag will be yellow, and you will look like someone who made a decision. Which is honestly all any of us can ask for.