Over the years, different grocery store chains have begun leaning into sustainability practices in many ways, but the most notable one was the sale of branded, reusable tote bags to make your shopping experience even just a tad more eco-friendly.
While this trend has been consistently spearheaded by Trader Joe’s and their various limited-edition totes that seem to sell out in seconds, many other brands have begun working on their own cute totes that look nice and don’t just need to be used for grocery shopping.
The latest in this market is the new release of Whole Foods totes in collaboration with the brand Fishwife. The totes come in three sizes: the large, the medium, and the tiny ones, which, according to the brand, fit exactly two tins of fish.
The timing for this collab is not surprising, as at the beginning of the year, Whole Foods expressed its prediction for leading trends in what they coined as “Kitchen Couture,” an idea of bringing your personal style into your pantry. In their 2026 trend report, the grocery store brand explained that people are looking for products that do not need to be kept hidden in order not to clash with their personal decor aesthetic, including brands like Fishwife in their examples of this trend, making this collab seem almost inevitable.
What is Fishwife?
Fishwife is a female-founded and led company that focuses on making “ethically sourced, premium, and delicious tinned seafood.” The company aims to make nutritious tinned seafood that will eventually become a staple in every household. Their seafood tins are incredibly cute, packaged in colorful designs that make them even more desirable to have in your home.
Why should you get these perfect summery totes?
The new totes are all adorned with different designs that display summery scenes and different activities that involve fresh fish and produce, like a day by the beach, a small picnic, and grocery shopping.
The bags are plain canvas, but the designs are made with vibrant colors that stand out against the plain background, helping to really lean into the summer aesthetic. The shoulder straps themselves are also a pop of color, in a bright royal blue, displaying both brands’ names throughout.
The totes also have various large pockets alongside the main bag that fit seamlessly into the design and are perfect for storage, making these totes great for everyday use.
When can you get one?
The Fishwife x Whole Foods totes were released July 29. If you are interested in buying one, though, you should run to the nearest Whole Foods location because the totes are quickly running out. The totes are only available in person at select locations, and they are available for a limited time only.
If you are a fan of tote bags and are in need of a new one, this might just be the one for you.