The new face of hip hop recently confessed her handbag carries noodles, not poodles – further proof that the ‘handbag dog’ trend may finally be running its course.
US rapper and Grammy-winning artist Doechii recently revealed to British Vogue that one of her absolute must-have essentials on the go is a pot of itsu [grocery] instant ramen.
In 2023, the hottest accessory at Fashion Week had four legs and wasn’t afraid to wear fur. But by 2024, the fad of toting tiny pups as status symbols had begun to fade, with sales of so-called ‘handbag dogs’ falling by 43 per cent.
To put the trend firmly back in the kennel, itsu [grocery] declared a new fashion imperative this weekend in London. Outside 180 The Strand, the healthy high-street food brand staged a peaceful “Pro-Taste” protest with slogans including: ‘Just stop handbag dogs’, ‘Handbags are for itsu, not Shih Tzu’, and ‘Noodles not Poodles’.
The activation featured the UK’s smallest poodle and Europe’s largest digivan.
“At itsu [grocery], we’re pro-taste in every sense – from the runway to your ramen bowl. Life’s too short for beige style or bland noodles.”
Julian Metcalfe, founder of the East-Asian inspired chain which prides itself on creating food that’s clean, convenient and good for you.
The protest coincided with the launch of itsu [grocery]’s new ‘noodles & broth’ range. Vegan, gluten-free, and free from additives, MSG, stabilisers, emulsifiers, gums, and phosphates, the noodles are paired with a rich miso broth. Ready in just five minutes, they can be enjoyed straight from the pot or customised with fresh toppings – making them a nourishing, restaurant-quality fix for even the busiest Fashion Week schedules.
Every detail of the range has been carefully considered – from fruity red and sweet white miso paste sourced directly from Japan, to noodles that are steamed instead of deep-fried. The result is a line-up of bold, on-trend flavours that elevate the instant meal category.
The range features chick’n ramen, spicy chick’n, katsu curry, satay style, and chilli miso, as well as convenient pouch options – all designed to be healthy, fuss-free, and flavour-packed.
itsu’s playful ‘Pro-Taste’ protest is a cheeky reminder that good taste isn’t only sartorial – sometimes the most covetable accessory is something you can eat.
